Academic Paper Sessions

Saturday 9:00-10:00
Presentation of Academic Papers 7 (Terrace C)
Rebecca A. Chappell, Moderator

The Marketing Mix Revisited: Towards a New Understanding of Its Use and Efficacy in the Music and Entertainment Industry

Ray Sylvester
Senior Lecturer in Music Branding & Marketing Management
Buckinghamshire New University


     The paper will provide a critical review and appraisal of the Marketing Mix since its introduction into contemporary marketing thinking in the 1960s. It will seek to assess the current validity of the classic 4Ps Marketing Mix framework, which has generally dominated marketing management principles in many business schools and textbooks around the world.

     Consequently, it has become common for music business students to be taught the principles and conceptual practice of the 4Ps paradigm. Today’s music media technologies have challenged the traditional nature of music consumption, and as such the subsequent form and value of the music product offering has changed. So is the traditional 4P Marketing Mix still relevant to contemporary music marketing? The author hopes to review the use and efficacy of the Marketing Mix in terms of both the teaching of music marketing as well as its contextual applicability to the new market developments of music and entertainment industry.

     Through the appraisal of a pertinent literature review the paper will integrate case study material to highlight and demonstrate the traditional strengths and potential limitations of the Marketing Mix. From the tangible and transactional ‘product-focused’ music business of the 20th century the author will examine how the intangible relational ‘customer-focused’ nature of today’s music business environment may require a re-evaluation of the 4Ps Marketing Mix. It is hoped that this will help music business academics, students and industry practitioners when seeking to understand and develop a pertinent music marketing mix.

Ray Sylvester is a Senior Lecturer in the Department of Music & Event Management at Buckinghamshire New University, where he co-wrote the first music business program in Europe in 1996. He is a Chartered Marketer and holds an MSc in Behavioural Science and an MA in Management. He is also a music marketing consultant and manager, working with a range of international companies, chart topping artists and musicians. Ray is currently undertaking his doctoral research in personal music brand management.

The Socratic Method in a Music Business Classroom

Timothy L. Channell
Director, Music Business Program
Radford University


     The use of technology in the classroom creates the potential for students to become less engaged in the learning process.  As students enter class with computers, iPods, iPads, smartphones and other electronic devices, how does a faculty member engage student in a way that competes and wins?  Perhaps an ancient form of teaching can be made relevant for students of today.
The Socratic teaching method allows students to learn on a deeper and more meaningful way.  The method, obviously, has been around since the time of Socrates himself; a time where students were not distracted with all of the devices and vices of today’s society.  But, there is a way to keep students engaged where modern devices are not part of the equation.  A method that will allow faculty to engage and interact with students that facilitates.

     Through discussion, reflection and analysis students on any level can and should be encouraged to engage in a dialogue of learning.  Research shows that students who engage in this manner find the learning process demanding yet, more enjoyable.  This paper discusses one faculty member’s success with this method.

Timothy L. Channell comes to Radford University after serving over twenty years as a music educator and arts administrator, fundraiser and in concert promotion. Mr. Channell has worked with various promoters to bring nationally recognized performers to various concert venues. He has performed on or produced multiple recordings and has been very involved in working to raise funds, market, promote and develop relationships for     various constituencies. Additionally, he has vast experience in event planning, contract negotiation, and budget development and has presented numerous workshops on fundraising throughout the east coast.

Since becoming the director of Radford University’s music business program in 2008 the program has grown by 600%. The curriculum was restructured to meet the needs of the students and provide a good foundation for students to enter the music industry. Mr. Channell serves as the advisor to the Music and Entertainment Student Association, Radford Records (a lab based student record label) and as co-advisor to Phi Mu Alpha Sinfonia Fraternity. He also oversees the Covington Center Performance Hall providing all audio and video recordings through the tireless efforts of the music business majors.

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