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DRAM7020 - Production Studies & Marketing

Title:Production Studies & Marketing
Long Title:Production Studies & Marketing
Module Code:DRAM7020
Duration:1 Semester
Credits: 5
NFQ Level:Intermediate
Field of Study: Music & Performing Arts
Valid From: Semester 1 - 2022/23 ( September 2022 )
Module Delivered in 2 programme(s)
Module Coordinator: Deirdre Collins
Module Author: Michael Joyce
Module Description: An introduction to the management and administration of music and theatre projects, focusing on project planning, project management, business, funding, law, and marketing.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Strategically plan and administer an arts-related production.
LO2 Execute an appropriate budget for an arts project including knowledge of expenditure criteria such as production costs, marketing costs etc. and income criteria including revenue from ticket sales, grant funding etc.
LO3 Identify, explain, and/or apply general principles of contract and copyright law.
LO4 Identify and explain how creative content is licensed and which licensing bodies are involved (e.g., IMRO, PPI, MCPSI etc).
LO5 Design an effective marketing plan for an arts-related project.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).

Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed

Module Content & Assessment

Indicative Content
Production Management
Project management with an emphasis on planning, scheduling, logistics, and team building.
Use of case studies to explore arts promotion and audience development.
Law and Licensing
Focusing mainly on copyright law, exclusive rights, and the licensing of creative content including an overview of the licensing bodies involved (IMRO etc). Contract law and income tax will also be explored.
Meet the Professionals
Industry guest lecturers.
Devising a budget for an arts-related project.
The Business of Music
An overview of aspects of the music industry including: publishing and recording contracts; the role of managers, agents, and music lawyers; revenue streams including touring and merchandising.
The Business of Theatre
An overview of aspects of the drama & theatre industry including: arts organisation structures, roles within the industry e.g. production manager, agent etc., revenue streams e.g. fees, merchandise etc., tax, and funding.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project To devise a budget for a performance project. 1,2 30.0 Week 8
Short Answer Questions SAQ on legal and licensing material covered in the course. 3,4 30.0 Week 10
Presentation In-class group presentation of an appropriate arts-related project. 1,5 40.0 Week 13
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The institute reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Law and Licencing, The Business of Music 1.0 Every Week 1.00
Lecture Project Management, Marketing, Budget, The Business of Theatre 1.0 Every Week 1.00
Tutorial Case studies, practical work, in-class presentations, guest lectures 1.0 Every Second Week 0.50
Independent & Directed Learning (Non-contact) Study, Research, Writing 4.5 Every Week 4.50
Total Hours 7.50
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.50
This module has no Part Time workload.

Module Resources

Recommended Book Resources
  • Donal S. Passman 2019, All You Need to Know About the Music Business, 10th Ed., 33, Simon & Schuster New York [ISBN: 9781501122187]
  • Ruth Davenport 2012, Make That Grade. Fundamentals of Irish Law, 2nd Ed., 10, Gill Education Dublin [ISBN: 978071752681]
  • Brian Doolan 2011, Principles of Irish Law, 8th Ed., 44, Gill & Macmillan Dublin [ISBN: 9780717149896]
  • Neil Brooks et al, TAB Guide to Money, Pensions and Tax, annual publication,16, TAB Taxation Services Ltd. Dublin
Supplementary Book Resources
  • John P. Kellogg 2014, Take Care of Your Music Business, 2nd Ed., 19, PJ's Publishing Malden, Massachusetts [ISBN: 9780967587332]
  • Ann Harrison 2021, Music. The Business, 8th Ed., 15, Virgin Books London [ISBN: 9780753558980]
  • Peter M. Thall 2016, What They'll Never Tell You about the Music Business: the Complete Guide for Musicians, Songwriters, Producers, Managers, Industry Executives, Attorneys and Accountants, 3rd Ed., 25, Watson-Guptill Berkeley [ISBN: 9781607749745]
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
CR_GPOPM_8 Bachelor of Arts (Honours) in Popular Music 3 Mandatory
CR_GTHDR_8 Bachelor of Arts (Honours) in Theatre and Drama Studies 5 Mandatory

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