Dr. Thomas W. Hutchison www
Office: 220 www Phone: 898-5695
email:
hutchtom@aol.com
www
thutchis@mtsu.edu
Office
hours: Open hrs. MW 1-2; others
by appt.
Special emphasis on the particular structures and the process involved
in the movement of recordings from manufacturer to the consumer.
Topics include market identification, product marketing, promotion,
distribution, getting media exposure, niche marketing, and the impact of
technology on the marketing process.
Candidacy for RIM majors; others: RIM 3600--Survey of RI
Record Label Marketing - Hutchison, Macy, Allen
The Future of Music - Kusek, Leonhard
Hit Men - Fredric Dannen
The
Essentials of Marketing Principles (optional)
1.
Attendance. Attendance
is expected at all classes.
Class roll will be taken every day, and your attendance will be monitored
through at least 5 unannounced pop quizzes during the semester, accounting for
15 % of the final grade. Absence during any quiz (or the class period preceding the
quiz) may result in a loss of points toward the final grade.
NO MAKEUPS on the quizzes. Up
to half of your points on the quiz are for attendance, the other half for
correct answers to the quiz questions. BE
ON TIME TO CLASS TO AVOID MISSING QUIZZES.
2.
Assignments. Assignments,
both oral and written, are due in class on the assigned date.
All written assignments are to be legible computer printouts).
Late assignments will be penalized 20% of their available points.
Students have only one day (24 hours) to turn in late assignments.
No late projects will be accepted after this time.
Reading assignments are correlated with the lecture
material and students are expected to keep up with the readings and be prepared
for class discussions. Students
will be called upon during class to respond to the readings.
3.
Examinations. Attendance
for tests is mandatory. No late or
makeup tests will be given. If you
are gravely ill or unable to attend an examination for any other emergency
reason, you must notify the professor in
advance. Makeup tests for such
absences will be made only at the discretion of the professor.
There will be three tests during the semester.
4.
Grading scale.
Three Tests Total
Tests 1 & 2 (150 points each)
300
Final
200
Pop Quizzes (30 points each)
150
SWOT analysis (term paper)
150
Final project (Marketing
Plan)
200
-
(includes peer evaluation)
____
TOTAL possible points
1000
Grades will be determined by
the total number of points accumulated during the semester.
A - 900-1000
D - 600-699
B - 800-899
F - 0-599
C - 700-799
*We will adhere to this outline as much as possible.
Any changes will be announced in class.
Topic
1: Introduction
to Marketing Principles:
product life cycles, the 4 p’s, the S.W.O.T. team, etc.
Readings: Principles of Marketing (green booklet). Hutchison, Macy, Allen Ch. 1
Topic
2: Market
Segmentation: Demographics, psychographics, VALS, behavioristic
segmentation, consumer behavior.
Readings: Hutchison, Macy, Allen Ch. 2
Topic 3: The Industry Numbers: Economics of the recording industry, RIAA statistics on sales
Readings: Hutchison,
Macy, Allen Ch. 3.
Topic 4: Record Label Operations: How a record label works. Who does what?
Readings: Hutchison, Macy, Allen Ch. 4.
Readings: Hutchison, Macy, Allen Ch. 5.
Topic
6: SoundScan: How
it works. How to use SoundScan to maximize your sales potential.
Topic
7: Radio
Readings: Hutchison, Macy, Allen Ch. 7.
Topic 8: Record Promotion
How
and why records are promoted to radio
Readings:
Hutchison,
Macy, Allen Ch. 8.
Topic 9: Publicity of Recorded Music: The importance of media exposure, press kits, press releases, etc.
Readings:
Hutchison,
Macy, Allen Ch. 9