VH_302 Aspects of Music Business

Faculty of Arts
Spring 2016
Extent and Intensity
1/1/0. 5 credit(s). Type of Completion: k (colloquium).
Teacher(s)
Elena Khokhlova, Ph.D. (lecturer)
doc. Mgr. Vladimír Maňas, Ph.D. (assistant)
Guaranteed by
doc. Mgr. Vladimír Maňas, Ph.D.
Department of Musicology – Faculty of Arts
Contact Person: Mgr. Alena Taranzová
Supplier department: Department of Musicology – Faculty of Arts
Timetable
Tue 15:50–17:25 N41
Prerequisites
Students should have sufficient knowledge of written and spoken English to listen to lectures, read and analyze interdisciplinary texts, participate in discussions and prepare presentations. Estiamated B2-C1 CEFR.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 100 student(s).
Current registration and enrolment status: enrolled: 0/100, only registered: 0/100, only registered with preference (fields directly associated with the programme): 0/100
fields of study / plans the course is directly associated with
there are 10 fields of study the course is directly associated with, display
Course objectives
By the end of the course students:

- will be aware of general aspects of modern music industry and gains skills to analyze it;
- will be familiar with general business frameworks, such as SWOT/TOWS, Marketing Mix, Porter's Forces, PESTLE, Benchmarking, The BCG growth-share matrix;
- will be capable of applying these schemes to music industry;
- will have solved a range of music business cases.
Syllabus
  • The course is focused on such aspects of modern music industry as copyrighting, digitalization, stardom and fandom, authenticity, economics of a recording, marketing of popular and classical music, gigs and ceremonies, celebrities, Spotify and Youtube, CD and digital copies, pricing, piracy, etc.
  • All of the topics are organized into 4 large groups according to the concept of Cultural Diamond: Creator, receiver, cultural object, social world.
  • An overview of a wide range of important business frameworks is embedded in the course.
  • The majority of the topics is presented via real case studies.
  • Experimentally, some curious mind exercises and tricks from neuroscience and social psychology are introduced throughout the subject. The goal is to demonstrate students how to increase their productivity in studies and at work.
Literature
    required literature
  • CAMERON, Samuel. Music in the marketplace : a social economics approach. First published. London: Routledge, Taylor & Francis Group, 2015, 250 stran. ISBN 9780415723282. info
  • LIEB, Kristin. Gender, branding, and the modern music industry : the social construction of female popular music stars. 1st pub. New York: Routledge, 2013, xxiii, 194. ISBN 9780203071786. info
  • ROGERS, Jim. The death and life of the music industry in the digital age. 1st pub. London: Bloomsbury, 2013, 236 s. ISBN 9781780931609. info
  • The global jukeboxthe international music industry. Edited by Robert Burnett. New York: Routledge, 1996, 171 p. ISBN 0415092760. info
    recommended literature
  • WINER, Russell S. and Ravi DHAR. Marketing management. 4th ed. Boston: Pearson, 2011, xxi, 506. ISBN 9780130387929. info
  • DOLGIN, Aleksandr Borisovič. The economics of symbolic exchange. Berlin: Springer, 2009, xxi, 501. ISBN 9783540798835. info
  • WIKSTRÖM, Patrik. The music industry : music in the cloud. 1st pub. Cambridge: Polity, 2009, x, 204. ISBN 9780745643892. info
  • TSCHMUCK, Peter. Creativity and innovation in the music industry. Dordrecht: Springer, 2006, xix, 281. ISBN 1402042752. info
  • DAVIS, Sarah and Dave LAING. The guerilla guide to the music business. 2nd ed. New York: Continuum, 2006, xiii, 498. ISBN 0826417914. info
  • LEBRECHT, Norman. When the music stops-- : managers, maestros and the corporate murder of classical music. London: Pocket Books, 1997, xvii, 455. ISBN 0671010255. info
  • KOTLER, Philip. Marketing management :analysis, planning, implementation, and control. 7. ed. Englewood Cliffs: Prentice-Hall, 1991, xxvi, 756. ISBN 0-13-552480-6. info
  • SHAPIRO, Benson P., Kathleen A. DOLAN and John A. QUELCH. Marketing management : principles, analysis and applications. Homewood: Irwin, 1985, 666 s. ISBN 0256031533. info
    not specified
  • LEVITIN, Daniel J. The organized mind : thinking straight in the age of information overload. Great Britain: Viking, 2015, xxii, 496. ISBN 9780670923106. info
  • KAHNEMAN, Daniel. Thinking, fast and slow. London: Penguin Books, 2012, 499 s. ISBN 9780141033570. info
Teaching methods
Students gather information alone or in groups using a wide range of resources (articles, magazines, reviews, advertisement, reports, etc.). After gathering and analyzing the sufficiency amount of information, students prepare reports on their findings in the form of public presentation. Each presentation is followed with a discussion and critical prognosis.

Study plan and strategies: By the end of the semester students will navigate in modern aspects of music production and and business. Students are required to prepare presentation alone or in a group. The study strategy is, therefore, to pick one of the seminar subjects, join a group, elaborate the chosen topic and present it during one of the seminars.

Gaining skills: The course suggest a discussion platform where students learn to collect and analyze information as well as sum up and report their findings. The course targets the following soft skills: searching and organizing information, data analysis, public presentation, debating.
Assessment methods
Participation in seminars is obligatory. Each missed seminar requires a penalty essay. Each student is to work on a project and present it alone or in a group. The final examination is conducted in the form of colloquium.
Language of instruction
English
Follow-Up Courses
Further Comments
Study Materials
The course is taught only once.
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