AIMS AND OBJECTIVES

1.       To understand the major forces of globalization and their effect on international music and media retail and distribution.

2.       To analyze the evolution of the transnational organization and the stages and strategies associated with market expansion at each level, with reference to the music and media industries.

3.       To analyze music product development, retail policy, and distribution channel structure in a global context.

4.       To identify differences and similarities in international music and media markets.

LEARNING OUTCOMES

Students should be able to interpret music industry global retail and distribution, integrating business theory with relevant references to experience and course and other book, internet and journal research. Students will specifically be able to use analytical frameworks to understand and analyze:

1.       Globalization in the Music & Media Industries (C3, C6)

2.       The International Business of Music & Media (C1, C6)

3.       Retail Marketing for Music & Media (C3, C6)

4.       Offline and old economy modes of music retail and distribution (C3, C6)

5.       The role of new media and the Internet (C1, C6)

6.       The Global, American, European and Asian/Pacific TV and movie industries (C1, C6)

CONTENT

1.       Globalization – political and business definitions
a) Global Strategy
b) Internationalization
c) Multilocalism/Globalization
d) Business Drivers

2.       Total Global Strategy

3.       Globalization and multi-localism

4.       The role of transnationals in the music and media industries
a) Multi/trans-national Companies
b) Foreign Direct Investment

5.       International marketing for the music and media industries
a) Standardization
b) International Markets
c) Cultural Differences versus Global Customers

6.       The old economy global music industry
a) Traditional Record Company Retail & Distribution models
b) Warehousing/Intermediaries versus Direct Relationships

7.       The Global, American, European and Asian/Pacific TV and movie industries

8.       Traditional value and supply chains in the music and media industries

9.       Retail Marketing
a) Institutional Change
b) Life Cycles & Adaptation
c) The Retail Marketing Mix
d) Consumer Behavior
e) IT – EPOS, MIS
f) Distribution Channels
g) Supply Chains
h) Logistics

10.   US versus UK music and video retailing
a) Rackers & Reps
b) The US versus UK experience

11.   New technologies – e-tailing
a) The transition from physical to digital product
b) Retailing & E-tailing

12.   New technologies – broadband, 3G telephony and streaming
a) DRM – the various Models
b) Downloading & Streaming

TEACHING AND LEARNING METHODS

The course will be taught in both lectures and smaller seminar groups. The lectures will be used to deliver the core information and analytical frameworks. Seminars will be used for more in-depth teaching, class examination of case studies, student presentations and study time and/or exercises. Where possible, guest speakers will be invited to lecture.

This course consists of 150 student learning hours initially comprising:
Staff/student contact: 30 hours
Directed learning: 45 hours
Self-managed learning: 75 hours

ASSESSMENT

There are two components to the assessment strategy. There will be an unseen exam and an individual presentation based on a case study of a company or organization in the sector. Both will require students to use business frameworks and strategies and display their knowledge of the music and media industries with special reference to music management techniques and best practices.

This course is assessed 30% by individual presentation and 70% by an unseen examination.