MUSI 3338 Lecture Notes - Lecture 30: Swot Analysis, Marketing Mix, American Marketing Association
9 May 2018
School
Department
Course
Professor
What we’ve done
● This course has served as a starting point for marketing in the modern music industries.
● We’ve encountered current marketing theory, techniques, and standards.
● We’ve created a whole lot of marketing content, which will benefit you in any number of
music industry careers.
Marketing Strategies in the Music Industry
● Best of lists
● Reviews and features by traditional music critics, bloggers, podcasts, etc.
● Album launches
● Radio play
● Touring
● Award shows
● Television appearances
● EPK
● Merch
● Personal website
● Advertising (OOH; television/radio)
● Social media engagement
● Fanclubs
● Video (music videos, album trailers, festival teasers, fan videos)
Unit 1: What is MArketing?
● Defining Marketing: “The activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.” (American Marketing Association)
● The New Marketing Mix
○ Exchanging
○ Creating
○ Communicating
○ Delivering
○ All around VALUE
● Tastemakers, from traditional media to consumers
● The long tail of modern marketing
● SWOT Analysis
Unit 2: Identifying, Segmenting, and Targeting Your Audience
● Consumer research approaches
○ Ethnographic methods
○ Surveys and Questionnaires
○ Digital Analytics
● Social marketing
● Global consumer insights
● Learning from industry and trade reports (IFPI, Billboard, etc.)
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
This course has served as a starting point for marketing in the modern music industries. We"ve encountered current marketing theory, techniques, and standards. We"ve created a whole lot of marketing content, which will benefit you in any number of music industry careers. Reviews and features by traditional music critics, bloggers, podcasts, etc. Video (music videos, album trailers, festival teasers, fan videos) Defining marketing: the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (american marketing association) Unit 2: identifying, segmenting, and targeting your audience. Learning from industry and trade reports (ifpi, billboard, etc. ) Unit 3: tapping value in the music industry. Identifying passionate leaders (these are fans, not artists/celebrities/social media influencers) Best practices in brand transparency (with special guest katie cowden, safari sundays) Unit 5: the future of music marketing (that"s you!) The music industry as an experience industry.
