UCLA Music Business Certificate UCLA Music Industry Program

Music Marketing

IMPORTANT NOTE: These materials are for COURSE PURPOSES ONLY based on case studies and scenarios. They are not the actual plans for the discussed artists and their tours.

Course Description

In this course, I created a marketing plan for Bleachers (for course purposes only), which included the following sections:

  • Executive Summary
  • Analysis of Strengths, Weaknesses, Opportunities, & Threats (SWOT Analysis)
  • Company/Artist Vision
  • Customer Analysis
  • Competitor Analysis
  • Demo and Feedback (Research & Development)
  • Marketing Plan SMART Goals, Company/Artist Brand Strategy
  • Product/Service Brand Strategy
  • Product/Service Strategy
  • Price Strategy
  • Place Strategy
  • Promotional Mix Strategy
  • Measuring Strategy
  • Allocation of Costs
  • Marketing Plan Timeline (One Year)
  • Appendix, which includes the survey from the Demo and Feedback (R&D) section of the plan. 

Further course topics include digital, word-of-mouth, and guerrilla marketing techniques; social media and mobile marketing; publicity; music licensing; live performance and tour marketing; merchandising; face-to-face selling; sales promotions; radio promotions; and sponsorships.

During the course, my team and I also presented marketing tools, including Chartmetric and Hootsuite. 

Marketing Plan

Marketing Plan for Bleachers

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