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Session: 2022/23

Last modified: 09/03/2022 11:13:00

Title of Module: Online Music Promotion

Code: MUSC08016 SCQF Level: 8
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Clare  Kelly  Duffin

Summary of Module

This module aims to develop some of the organisational, creative, analytical and technical skills necessary for effective online professional practice within the music industries and the creative industries more broadly. Students will develop an understanding of digital music culture from the position of managing a music-based brand/product/service suitable for interacting with the creative industries, including the use of social media, analytics and apps at the forefront of digital practice.

Students will be required to create an online artefact/website negotiated with tutors which will be used within the context of a social media campaign. Students will set clear project objectives, research a target audience and use a range of digital tools suitable driving online engagement, whilst critically reflecting on the effectiveness of the campaign.

  • Developing online technical skills

  • Understanding social media campaign management

  • Developing and managing professional identities online

  • Producing portfolio materials

  • Understanding digital music culture

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:


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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1check markTerm 2


Term 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Manage and report on a time-based digital promotional campaign appropriate for development towards interaction with the global music industries.

L2. Produce an online artefact to effectively communicate the project brand and the progress of the campaign

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 8.

A broad knowledge of the culture and practice of online music promotion. A specific knowledge of the practice of online music promotion using one or more specific approaches/applications.

Practice: Applied Knowledge and Understanding SCQF Level 8.

Use of a range of routine skills / techniques including: planning and implementation of a promotional campaign using social media/applications according to current theory and understanding.

Application of the knowledge and understanding described above in the implementation of promotional strategy using specifically targeted social media and online applications.

Generic Cognitive skills SCQF Level 8.

Critical reflection and analysis: on managing a time-based, digital campaign.

Reporting on actions/outcomes, results of previous decision-making processes in practical contexts and self-analysis. :

Communication, ICT and Numeracy Skills SCQF Level 8.

The communication of complex information on online technology and associated theoretical content in verbal form.

The use of social media and online applications as well as associated technologies to convey information to a range of online audiences. The use of a range of standard applications to process data on the effectiveness of this strategy. The evaluation of numerical and graphical analytic data to measure progress and achievement of goals/targets.

Autonomy, Accountability and Working with others SCQF Level 8.

Autonomous working skills: working autonomously towards researching and presenting written analysis and plans. Setting achievable, measurable goals for accountability.

The taking on of a significant managerial role in terms of project management, implemented autonomously over a sustained period of time.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Other:or equivalent
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
Learning and teaching consists of:

• Hybrid delivery of workshops on the theory, culture, context and practicalities of digital promotion.
• Hybrid delivery of practical labs/demonstrations (to which students who require extra technical help can self-refer) focusing on technical aspects of students’ chosen online formats for implementing their promotional campaigns.
• The completion of a critical reflective report outlining/contextualising/justifying a promotional strategy for the students’ own online project.
• The production of a project brief indicating a target audience, campaign objectives, initial tactics and measures.
• The implementation of an online promotional project over a short time period.
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Laboratory/Practical Demonstration/Workshop36
Independent Study164
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Baym, N. K. (2018). Playing to the Crowd: Musicians, Audiences, and the Intimate Work of Connection. New York: New York University Press.

Klein, B. (2020) Selling Out. London: Bloomsbury Academic.

Maasø, A. & Hagen, A. N. (2019) Metrics and Decision-making in Music Streaming in Popular Communication, Vol.18(1) [Online] Available at: [Accessed: 14 April 2021].

Van Dijck, J. (2013) The Culture of Connectivity: A Critical History of Social Media. Oxford University Press: Oxford.

Hesmondhalgh, D., Jones, E., & Rauh, A. (2019) SoundCloud and Bandcamp as Alternative Music Platforms. Social Media + Society. [Accessed: 14 April 2021].

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

Where a module has Professional, Statutory or Regulatory Body requirements these will be listed here:
Attendance to synchronously scheduled classes (virtual where stipulated)
Completion of in-class and online tasks via VLE.
The submission and general completion of formative and summative assessments

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Supplemental Information

Programme BoardArts & Media
Assessment Results (Pass/Fail) No
Subject PanelArts & Media
ModeratorAllan Dumbreck
External ExaminerBen Challis
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Report - (30%) Produce a report to outline and critically evaluate the objectives, tactics and measures of an original social media campaign
Artefact/Website/Blog - (70%) Produce an original online artefact suitable for effectively engaging a target audience in relation to set campaign objectives
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Weighting (%) of Assessment ElementTimetabled Contact Hours
Report of practical/ field/ clinical workcheck mark 3010

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Weighting (%) of Assessment ElementTimetabled Contact Hours
Creative output/ Audiotapes/ Videotapes/ Games/ Simulations check mark7026
Combined Total For All Components100% 36 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
Aligned with the overall commitment to equality and diversity stated in the Programme Specifications, the module supports equality of opportunity for students from all backgrounds and with different learning needs. Using Moodle, learning materials will be presented electronically in formats that allow flexible access and manipulation of content. The module complies with University regulations and guidance on inclusive learning and teaching practice. Specialist assistive equipment, support provision and adjustment to assessment practice will be made in accordance with UWS policy and regulations. The University’s Equality, Diversity and Human Rights Policy can be accessed at the following link:

Our partners are fully committed to the principles and practice of inclusiveness and our modules are designed to be accessible to all. Where this module is delivered overseas, local equivalent support for students and appropriate legislation applies

UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.