31%+       excess       the work will be capped at a pass i.e. 40% or grade point 4.

NB. None of the above penalties will be used to change a student mark which is above the pass mark, to one that is below the pass mark.  Therefore the maximum penalty for exceeding the word limit will be a reduction to a pass grade.

LEARNING OUTCOMES ACHIEVED

1.     The ability to develop and justify marketing communications plans which integrate appropriate marketing communications tools in order to achieve clearly specified objectives.

ASSIGNMENT BRIEFING

The Task

You represent a Music Marketing Agency and are required to submit a proposed integrated marketing communications plan for a new promotional campaign related to Marketing within the Music Industry. The industry is going through major changes, but is still growing, with new business models being introduced to generate income from music and associated services. Students should read the article “Having a ball: - what’s working in music” from Week 7 as an overview to the industry and its possibilities. Your selection could be very wide ranging, from live music events to individual artists, new albums, download services, music broadcasting and programming, and merchandising etc. There has also been considerable money generated from TV shows such as X-Factor and Glee and their associated music spin offs, and a growing collaboration between music and brands in all types of marketing communications.