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| Module Availability |
| Semester 1 |
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| Assessment Pattern |
Coursework 1: Essay - 25%
Coursework 2: Practical assignment (music for adverts) - 75%
A weighted aggregate mark of 40%
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| Module Overview |
| This module will introduce you to the principles of writing music to a given commercial brief and will explain how marketing, audience and product theories will help you to plan your compositions. |
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| Prerequisites/Co-requisites |
| None |
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| Module Aims |
The aims of this module are to:
• Develop an understanding of marketing, audience and product theories
• Enable you to use these theories to understand core products and their differentiators
• Develop skills to define how music can sell the core product
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| Learning Outcomes |
On successful completion of this module you should be able to:
• Analyse a brief and list its success criteria.
• Describe the potential core product, target audience and differentiators for given product offerings.
• Use this material to outline the required characteristics of your composition.
• Create a sound design that fits the brief and explain how and why you wrote it.
Transferable skills:
• Adopt a professional approach to your musical activities whether working individually or with others.
• Identify skills related to employability
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| Module Content |
The following is an indication of the likely topics to be covered:
• Marketing theories (product, audience and promotion)
• Music and meaning
• Analysis of existing adverts and how the music influences product perception
• How meaning in music can be exploited to sell a core product
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| Methods of Teaching/Learning |
• Lectures
• Student presentations
• Workshops
• Guided reading
• Analysis of existing multimedia
• Lectures from practising industry specialists
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| Selected Texts/Journals |
Compulsory reading
Brassington, F and S Pettitt, 2006: Principles of Marketing (Harlow: Pearson Education)
Recommended reading
Cook, N, 2000: Analysing Musical Multimedia (Oxford: OUP)
Klein, B, 2010: As Heard on TV: Popular Music in Advertising (London: Ashgate)
Lindstrom, L, 2005: Brand Sense (London: Kogan Page)
Tagg, P, 1999: “Introductory notes to the Semiotics of Music”
http://www.tagg.org/xpdfs/semiotug.pdf, accessed 30/10/10
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| Last Updated |
| 11.04.11 |
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