Academic Paper Sessions
Academic Papers 7 (Terrace C)
Rebecca A. Chappell,
The Marketing Mix Revisited: Towards a New
Understanding of Its Use and Efficacy in the Music and Entertainment
Lecturer in Music Branding & Marketing Management
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
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
The Socratic Method in a Music Business
Timothy L. Channell
Music Business Program
The use of technology in the classroom creates
the potential for
students to become less engaged in the learning process. As
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
made relevant for students of today.
Socratic teaching method allows students to learn on a deeper and
more meaningful way. The method, obviously, has been around since
time of Socrates himself; a time where students were not distracted
with all of the devices and vices of today’s society. But, there
way to keep students engaged where modern devices are not part of the
equation. A method that will allow faculty to engage and interact
students that facilitates.
Through discussion, reflection and analysis
students on any level can
and should be encouraged to engage in a dialogue of learning.
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.
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.
© 2012 MEIEA Nashville TN