Marketing for Musical Enterprises

3.0 credits

Students will develop a foundational knowledge of marketing principles and strategies related to music and arts organizations, with an emphasis on current and emerging digital media. Students will use analytic tools and develop strategies for creating and sustaining meaningful, relevant, and artistically valuable programming and activities to engage the communities in which musical enterprises operate. Individually and in teams, the class will learn to think systematically about business problems, recognize the major forces that shape the decision-making environment, and understand how these forces affect and are affected by marketing activities. The course takes the view that business challenges facing arts organizations can be met with the same basic tools and principles used by organizations in any for-profit or not-for-profit industry.