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 for venues, events and music organisations to develop and sustain audiences.

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

4. To introduce students to the need for 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 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 skills and customer awareness.

(S2) Information and digital literacy.

(S3) Critical thinking

(S4) Writing skills

(S5) Presentation skills

Music Markets and Music Audiences.

Sustaining and developing an audience.

Marketing and promoting music events of differing kinds.

Identifying and meeting stakeholder needs.

Teaching Method 1 - Lecture
Description: Lecture Presentation that outlines and explores 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.