1. To develop an awareness in students of the complexities of the contemporary music market.

2. To introduce students to the practices and processes involved and engaged in addressing the central need venues, events and music organisations to develop and sustain audiences.

3. To introduce students to the methods utilised by venues to attract audiences to a diverse range of music events.

4. To introduce students to for the need and methods used by various music institutions to identify and consolidate stake-holders.

5. To encourage students to create their own opportunities for learning through interaction with the Liverpool music sector.

(LO1) Students will be aware of the complexity of the market for live music performances.

(LO2) Students will be able to critique and apply methods for identifying potential audience members.

(LO3) Students will be able to generate strategies for targeting specific audience segments.

(LO4) Students will be able to describe and evaluate the operational demands on a music institution in regard to developing audiences

(LO5) Students will be able to appraise and evaluate the core tasks and responsibilities of personnel charged with audience development.

(LO6) Students will be able to identify and theorise the need for a range of funding sources in sustaining music institutions.

(S1) Business and customer awareness basic understanding of the key drivers for business success – including the importance of innovation and taking calculated risks – and the need to provide customer satisfaction and build customer loyalty.

(S2) Communication, listening and questioning, respecting others, contributing to discussions, communicating in a foreign language, influencing, presentations.

(S3) Communication and collaboration online participating in digital networks for learning and research.

(S4) Information technology (application of) adopting, adapting and using digital devices, applications and services.

(S5) Literacy application of literacy, ability to produce clear, structured written work and oral literacy including listening and questioning.

(S6) Media literacy online critically reading and creatively producing academic and professional communications in a range of media.

(S7) Positive attitude/ self-confidence A 'can do' approach, a readiness to take part and contribute; openness to new ideas and the drive to make these happen

(S8) Problem solving/ critical thinking/ creativity analysing facts and situations and applying creative thinking to
develop appropriate solutions.

(S9) Research management developing a research strategy, project planning and delivery, risk management, formulating questions, selecting literature, using primary/secondary/diverse sources, collecting & using data, applying research methods, applying ethics.

(S10) Team (group) working respecting others, cooperating, negotiating / persuading, awareness of interdependence with others.

Music Markets and Music Audiences.

Sustaining and developing an audience.

Marketing and promoting live music events of differing kinds.

Identifying and meeting stakeholder needs.

Teaching Method 1 - Lecture
Description: Presentation and class tasks that explore the module content.
Attendance Recorded: Yes

Self-directed learning: Review of lecture materials, reading literature on the reading list, research, assessment tasks and engaging with local live music scene.