Module: CMU5000-20 Brand, Identity and Promotion

Level: 5

Credit Value: 20

Module Tutor: Peter Bernard + Davey Ray Moor

Module Tutor Contact Details: P.Bernard@bathspa.ac.uk + d.moor@bathspa.ac.uk

1. Brief description and aims of module:

In this module you will explore your identity as an artist, before creating a professional promotional platform from which to launch your ‘brand’. You will study the basics of semiotic and communications theory as a means of defining your ‘act’; constructing different perspectives on the culture industries, and examining the use of signs and symbols in and around music. You will then apply this knowledge to your own musical products through the production of logos, artwork, photographs, press copy and other related written and visual promotional material. These assets will be brought together in an online portfolio (possibly an artist website), informed by contemporary social media strategy and best design practices.

Finally, using these assets as central marketing tools, you will develop the concept of a complete campaign launch, with all its PR, publicity and promotional angles. This could be a tour or series of live music events, but it could also include the release of an album, or the launch of a career as a professional musician, songwriter, composer, or producer.

2.Outline syllabus

• Semiotics.

• Brand planning and communication.

• Teamwork and small business dynamics.

• Building your brand and web presence.

• Copywriting.

• Logo Design.

• Technical skills session.

• Building an Artist Website.

• Distributing and Marketing your Music Online.

• Planning and Managing a Campaign.

• Tour Management and Logistics.

• Product Management.

3.Teaching and learning activities

Lectures, Seminars, Workshops, Project Meetings, Tutorials, Directed Study.

Assessment Item 1:

• Assessment Type: Course Work

• Description: Audio-visual and promotional portfolio

• % Weighting: 50%

Assessment Item 2:

• Assessment Type: Course Work

• Description: Project Plan (2000 words)

• % Weighting: 50%