BA (Hons) Music Marketing, Media and Communication


Explore the world of digital media and communications, the music business, popular culture, and marketing and PR with BA (Hons) Music Marketing, Media & Communication.

You’ll learn about the rapidly growing fields of digital content creation, writing, storytelling skills, journalistic writing, audience engagement, marketing and public relations. The course also introduces you to how to be a creative entrepreneur in the fast-paced technology and arts economy. Although this course has a strong theoretical and academic basis, it’s highly vocational as well.

Experienced lecturers will guide and mentor your professional development. They’ll support you in your project management and business skills across areas such as globalisation, self-employment, traditional and digital marketing, creative writing, cultural studies, social media, marketing and PR, app creation and various broadcast skills.

You’ll expand your knowledge of broader marketing techniques and their cultural context. You’ll then focus on fine-tuning your specific area of expertise in an area that interests you most, whether that’s in creative writing, digital media or marketing. And, because we know that everyone’s different, you’ll get to choose optional routes. These enable you to specialise and develop your unique area of interest as professional practitioners.

You’ll also have the opportunity to attend guest lectures and gain ‘hands-on’ industry knowledge through unparalleled, exciting work experience placements and internships with music-focused employers. If you’re more interested in exploring entrepreneurial ventures, we’ll support you every step of the way.

So, what are you waiting for? Start your career in Music, Marketing, Media & Communication today.

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UK Students: please note that this course is not eligible for Student Loans Company funding.


Year 1

All students take the following core modules in their first year of study. Module names and structure may be subject to change.

  • Creative Industries & You 1: Finding Your Path

    The first Creative Industries & You module sets you on the right path towards pursuing your dream career in the creative industries. Whether you are focused on a particular career goal or considering multiple career options, you will broaden your knowledge of the opportunities available to you as a creative professional in your specific field. In course groups, you will research career routes and examine the career journeys of inspirational creative professionals to determine key skills for success. In mixed classes, you’ll participate in activities to help you navigate life in higher education and the creative community, expanding your social networks. You will reflect on your progress, explore what motivates you, identify personal strengths and potential roadblocks, and support each other to develop realistic action plans to help you along your chosen path. Supported by your Personal Adviser, you will create a Personal and Professional Development Portfolio, which you will adapt and develop throughout your studies at BIMM. This first iteration has been designed in bitesize chunks to help you develop independent learning skills, receive ongoing feedback and experience a range of different assessment methods. This module also gives you the freedom to extend your learning by providing access to the Industry Skills Booster online courses, developed exclusively with industry employers, which you can select in accordance with career goals and identified areas for development.

  • Context & Culture of the Creative Industries

    Following on from your exploration of the creative community and career opportunities available to you in Creative Industries & You 1, this module will help you to develop a deeper intellectual understanding of the creative arts and industry structures. You will be challenged to investigate some key contemporary cultural issues relating to your professional field, developing a contextual understanding through research, questioning and debate. This awareness will help you to make informed creative and business decisions in the future and articulate them sensitively, acknowledging the different perspectives and experiences of others. You will explore pivotal cultural moments that have shaped the creative industries, exploring the factors that make something ‘popular’, and how key cultural issues affect both art and business. Reading, research and critical thinking skills will be developed to help you examine developments in the industry and the creative arts, communicating your arguments in a variety of formats. You will have an opportunity to meet with your Personal Adviser in a 1:1 tutorial to help you identify your strengths and areas for development, updating your PPDP and selecting relevant online Academic Skills Booster courses to support on your path to academic success.

  • Introduction to Digital Media & Communications

    Communication is at the core of society and commerce. Understanding communication and being agile in how we communicate brings the power of influence, which is crucial in marketing, sales, politics and trendsetting and a successful career. The entertainment industries thrive on a tapestry of communication channels and styles. Success is dependent on being able to navigate these and weave your own narrative in this tapestry of media to reach your audience and paint your picture for them effectively. In this module, you will develop an understanding of the variety of communication channels, platforms and methods used in digital media through practical production work and analysis. You will learn how to facilitate exploration of the skills behind producing mixed and multi-media communications, as well as the theories behind them. This broad set of skills and understanding of theory will provide a foundation on which to build your developing media communication style, preparing you for modules at L5 and L6 and a career in a flexible and dynamic marketplace of communication.

  • Finding Your Voice

    This module teaches you how to establish your own personal brand in the fields of music, media, marketing and communication. You will learn how to refine your interpersonal skills and the ability to set realistic (achievable) targets, the necessity of maintaining an active online presence and the ability to identify key target audiences. You will take part in regular debates, engaging and responding to appropriate industry topics. Lessons will take the form of workshops wherein you are an active participant working both individually and as part of a group, to discover and develop your journalistic and interpersonal skills, based around feedback from your tutor and peers. By engaging in these group sessions and debates, you will find your own voice and develop your own personal narrative.

  • Popular Culture & Identity

    Identity is a tricky concept. In this module, you will explore a wide range of theories of reproduction to investigate the construction and representation of single and multiple identities in popular culture, starting with the traditional western notion of the individual as a free, independent and knowledgeable agent. You will consider the complex and multi-layered construction of fluid modern identities, drawing from the study and discussion of key readings and relating them back to your own personal and professional experiences. The nature of the topic demands an interdisciplinary approach that will introduce you to the research and theories from fields as diverse as philosophy, political sciences, sociology, media and communications studies, and business and marketing studies.

  • Marketing & PR

    What do you think creates that magic that propels you to buy a product? The reason you even know about a brand and have become entwined in its story? It’s a tool behind every business and every brand and without it, they wouldn’t exist. It’s the wonder that is Marketing. Whether discussing a brand, musician, product or event, it is without a doubt that marketing and PR will have been involved in their journey. Whether you have seen an advert on Instagram, streamed a song on Spotify, bought a product online or attended an event, it is because it has been marketed to you. Marketing is a sales tool, but it is also something that needs to be creative, unique, exciting and visible. Everything and everyone is marketable, it’s just understanding how and ultimately, how to do this well. In this module, you will look into brand identity, messaging and communication, study marketing theory and PR practice and develop concepts, strategies and pitches. You will examine brand case studies, looking at examples of marketing campaigns with a focus on the positives and negatives. The module will allow you to manage the marketing for your own music/event brand, looking into how marketing and PR are used in the contemporary music and events industry, and create ‘a big idea’ and marketing plan around this. The invaluable tools you will learn will be adaptable to whichever path you take for your chosen future career.

  • The Creative Entrepreneur

    What is a portfolio career? The concept is based upon the way the music industry – and the field of employment itself – has changed radically in the last few decades. Instead of preparing for a lifetime spent in loyal service to one employer, many graduates – especially those within the creative industries – find themselves working in multiple jobs with a multitude of different employers. This module helps you prepare for ‘The Portfolio Career’. You will learn basic necessary music industry skills such as how to pitch, how to budget, how to negotiate, how to network, time management, essential storytelling and journalistic skills, and a grounding in law and ethics. The focus of the module is on creating a relatable narrative and surviving as a creative entrepreneur. Classes will frequently take the form of debates, following a half-hour brief from the tutor. Experts from within the fields of marketing, music, media and communication will be brought in to teach students specialist skills and to serve as a panel of judges to give industry feedback on the first assignment.

Year 2

All students take the following core modules in their second year of study, plus three optional modules. Module names and structure may be subject to change.

  • Creative Industries & You 2: Creative Collaboration

    The creative arts have the power to bring people together, unite communities, support mental wellbeing, raise awareness of social issues and above all, bring joy to many people around the world. In Creative Industries & You 2, you will discover how you can turn your passion and talent into a collaborative project with a positive impact on society. Employing research and networking skills, you will develop a greater understanding of a charity, cause or campaign. In teams of students from all courses, you‘ll select a cause and identify a way to support its key objectives, either by raising awareness, raising funds or contributing as volunteers. You will be introduced to your college's partner charities but you are also able to find your own, or work independently of an existing organisation. Through this collaborative project, you’ll develop essential interpersonal and communication skills, experimenting with various digital tools for enterprise. You’ll reflect on your own values, applying theories of human psychology to explore how to get the best out of yourself and each other. Building on your industry research skills, you will assess your target audience and define clear SMART targets for your project that will enable you to execute an element of the strategy and evaluate its success. In teams, you will spend time working on your project both in class and in your own time, developing effective collaborative working methods. You’ll record your project activity in your Personal and Professional Development Plan, reflecting on how you have developed and changed over the course of your first year and a half at BIMM. Working with your Personal Adviser you will identify objectives, opportunities and actions that will help you stay on the path to success for the second half of your journey towards becoming a Creative Industries Professional.

  • Creativity, Identity & Agency

    This module continues the exploratory work you began in Context & Culture of the Creative Industries. You will directly apply ideas to your own discipline and development, selecting an area of investigation relevant to your own practice, and communicating your argument via your medium of choice. The concepts you encounter will actively critique claims to authenticity and originality; themes you will encounter frequently throughout your career as a Creative Professional. You will debate artistic production, the motivations for it, and the problems of creative autonomy. You will investigate relevant contemporary cultural issues and theories relating to society, race, gender, technology, and the environment to develop your contextual understanding of how these relate to your own creative practice, professional values, and sense of personal agency. You will be encouraged to meet with your Personal Adviser in a 1:1 tutorial to help you reflect on the strengths and areas for development identified in your PPDP in the first year, tracking your academic progress and setting new actions that will support you to achieve your best work. The research methods and study habits you develop throughout this module will prepare you for next year’s Final Project, in which you will self-direct a significant piece of academic, creative and/or professional practice.

  • Social Media and Digital Marketing

    In this developing digital world, businesses of all types and sizes around the world continue to prioritise social media and online promotion at the heart of their marketing strategy. Digital literacy is increasingly seen as a must-have skill by potential employers. This module will give you the key practical skills in a variety of social media and digital communication platforms. From Facebook to Instagram, from Social Influencers to Search Engine Optimisation, you will explore how to maximise the effectiveness of these digital strategies, using data analytics to enhance and evolve creative content-driven campaigns. Contemporary issues and trends in the digital world will underpin the module, as well as discussions on ethical concerns.

  • Critical & Creative Writing

    Today, pretty much everyone is a writer – a texter, a blogger, an emailer, a Tweeter... Ironically, given the digital character of our age, the time-honoured business of conjuring up the mots justes (‘the right words’) has never been more crucial. Written communication skills are constantly evolving – and adapting prose styles to a dizzying range of platforms, outlets and audiences is a crucial part of the modern communication professional’s skill set. In this module, you will address contemporary issues head-on through your ingenuity as creative industry writers, whether as journalists, critics, podcasters, broadcasters, media influencers, editors or producers. Class sessions include analysis of, and practical workshops in, writing for editorial, subediting, narrative/storytelling, promotional text, social media and digital content creation. You will engage with practical and creative skills, reflection and critical reading and apply them to a range of innovative writing practices and techniques covering a spectrum of genres, cultures and identities. The module also considers a variety of key texts about creative and critical writing practice and asks you to connect your own original and imaginative work to social, cultural and creative industry-relevant theories and contexts.

  • Communications Techniques

    The media and entertainment industries are dynamic and ever-changing, embracing established and emerging technologies, with diverse audiences around the world. Context, form, platform culture and identity all affect the way that messaging is received and interpreted. Our success in our working lives, in the industry as individuals and as organisations is dependent on having a holistic and agile approach to engaging with varied audiences and platforms and our ability to adapt to make sure our message hits home. Building on the Introduction to Digital Media & Communication module, Communication Techniques looks further into the theories and practices which the world uses to communicate. Through cyclic development, you will deepen your understanding of industry norms in communication theory, channels and practice. You will continue to underpin development of practical skillsets with a strong understanding of the theories that inform practice. The skills explored at Level 4 will be revisited and used to create more refined productions/publications; in particular, developing agility in the choice and use of different media to modulate a message. Further to this, you will explore the concepts of identity and the psychology behind followings, allowing you to use a choice of medium and communication channel as a catalyst for growth.

  • Optional Creative Video Production

    This module will provide you with the necessary skills and information for creating your own digital promotional assets for your content. With the rise of platforms such as youtube, Instagram and Vimeo creatives are now having to embrace digital content creation to keep up with audience consumption needs. Throughout this module, you will develop an understanding of digital video technology, video editing, camera work, sound to visual post-production work, storyboarding and their vocational relevance to ensure the creation of informative and engaging content for your audience. You will be introduced to audience engagement theories such as Netnography to understand how best to appeal to your desired audience via your chosen video distribution method.

  • Optional Youth, Music and Social Change

    Popular culture and rebellious youth have been intertwined in the public consciousness since Marlon Brando’s tearaway biker gang-leader, Johnny, in the 1953 movie The Wild One, replied to the question “What are you rebelling against?”, with a coolly dismissive, “What’ve you got?” Subsequently harnessing that impudent spirit to music has frequently sent tsunamis of moral panic coursing through Western society and beyond. From rock’n’roll- worshipping Teddy boys to protesting folk singers and free-loving, psychedelia-exploring hippies, sexually ambiguous glam-rockers and seditious punk-rockers, empowered hip-hoppers and grime activists, these ‘folk devils’ have made seismic waves in culture, often leaving a remodelled society in their wake. How and why did this happen? Is it happening still? This module asks you to address these issues of social transformation, subculture, youth ‘tribalism’ and transgressive communities, and consider the ways in which popular culture in general – and music in particular – can deliver social and political change. It also encourages you to consider how these transformations are absorbed, re-appropriated and marketed by the culture industries, and asks the implicit question, is popular music still capable of causing moral panic today?

  • Optional Mobile Technology & Music

    Mobile technology is embedded in our society. It is everywhere: think about the last train or bus ride you took – was there a single person who WASN’T accessing their mobile device, whether to check directions, timetables, games update, streaming services, music? Mobile tech has radically altered the perception and dissemination of music for listeners, music producers and creators and the creative industries. Can a new artist be heard without a mobile strategy? How has mobile technology transformed not just the listening experience, but the making and marketing of music? In this module, through immersion in mobile technology culture, you will learn the theory of mobile marketing strategy, and how to use this awareness as media and marketing communicators to inform your own practice.

  • Optional Fans & Social Media Influencers

    The quality of a performer’s relationship with a fanbase is of crucial importance to sustained professional success. The online era has directly impacted on this relationship – to make it more immediate and direct. Those who consciously control and manipulate this relationship, making informed and intelligent choices, often appear to have been benefactors of luck. Careful consideration of appropriate examples shows this is very rarely the case. In this module, you will learn to understand your audience and the thinking (and subconscious influence) which guide their choices and interactions, with reference to theories on audience, fans, remediation, community and virtual identity-approaches which seek to create a map to explore what is – mindful of ethical and legal considerations – ultimately achievable.

  • Optional Artist Development & PR

    PR, public relations, publicity; there may be various titles, but they all have the same meaning. It is the practice of deliberately managing the spread of information and the relationship between someone or something and the public. Whether you read it, see it or hear it, PR will have been an instrumental part of the process and it is a communications tool of great importance. Public relations is an industry that continues to grow and change, and PR remains a vital part of an artist marketing campaign. Whether launching a new track with a digital premiere, announcing the return of an artist with a creative print media cover or building public and media awareness with blogs, the role of a music publicist is fundamental, and a PR plays a core role in an artist’s team. A PR is the introducer, the facilitator and the creator and an artist cannot have a successful marketing or promotional campaign without them. This module follows on from the Level 4 Marketing & PR module; in it, you will examine the role of a PR in-depth. You will explore the main elements involved in PR, detail how to plan a PR campaign and make an artist stand out and explain how you can create a story and make an artist unique. You will create your own PR proposal for an artist or music event of your choice, delivered via both a presentation and essay, alongside an additional press release.

  • Optional Mobile Apps: Design and User Culture

    The mobile app has dominated our interaction with mobile devices and the world for over a decade and continues to do so. It has arguably had a greater impact on the way we communicate, socialise, consume goods and entertainment than any other platform. Understanding the intricacies of what makes an app work well, or not, and how it used in different groups and circumstances will give you a good head-start on competitors. Whether you are sharing information, promoting artist, organising events or developing/monitoring trends and followings, being able to understand and use apps purposefully will be a game-changer. In this module you will explore the development of the mobile App and its impact on 3 areas and draw conclusions as to how you can use this knowledge to inform the design and purposing of your apps: 1. Media consumption 2. A tool in the industry 3. As a communication tool This process will help you identify areas of suitable usage and development as a tool in your professional life. Further to this, you will explore concepts of: 1. User Experience (UX) and 2. Graphic User Interface (GUI) design Combining the above learning you will design a mobile app as graphic mock-up, for the purpose of your choice (with the areas explored as outlined above). You will report on your findings and present them to peers in a round table discussion. The app can also be presented as a working model using off-the-shelf software.

  • Optional Touring and Live Events

    This module focuses on how to plan a tour or series of events at a grassroots level. You will gain valuable knowledge in dealing with contracts, managing staff and equipment, booking venues, and understanding technical production and show design. The module will give you the skills required to effectively manage budgets and finances as well as your teams well being whilst on the road. You will learn to produce live events in a number of creative disciplines including music, comedy, film, E-sports and the performing arts. You will also gain insight into the specific needs of these disciplines including audio, lighting, transport, set, special effects, venue choice and ticketing. You will look at liaising with promoters and agents effectively and the processes involved in pre-planning, execution, and post evaluation of events from the perspective of a number of different parties, including the

  • Optional Working in the Creative Industries

    This module will enhance your employability as you integrate your academic learning and vocational skills with a placement or creative enterprise project, engaging with industry for a minimum of 30 hours. During your work-based learning, you will be developing a deeper understanding of the realities of professional practice and the personal attributes and skills required to successfully realise your career goals. Working in a professional environment will afford you the opportunity to gain practical skills, consolidate and expand professional networks, build confidence and develop a sound knowledge of the employment opportunities in the creative industries. Working in the Creative Industries will guide you through the process of developing your CV and covering letter, working through applications, preparing for interviews, developing business ideas and promoting your personal brand. Using BIMM Connect and the advice of tutors and careers teams at BIMM, you will explore, research and secure a work-based learning placement or creative project within the creative industries Module delivery will be in weekly sessions and will include career case studies, presentations from employers, advice and guidance for creative enterprise projects and information on the range of BIMM industry projects to work with; magazines, TV shows, record labels, blogs, festivals etc - all offered to further develop your professional skills. Once a placement or project has been chosen, you will need to negotiate and complete a learning agreement, where you, the employer (where relevant) and your module leader agree in writing the key goals and measures for success for the work-based learning. Please note that you will be expected to keep a journal of your own learning during your WBL and you will need to show that you have researched and planned for the learning that occurred on your placement or creative enterprise project. The Learning Agreement is evidence of this. Work-Based Learning handbooks are available on Moodle for both students and employers, these contain your learning agreements and important information relating to health and safety, insurance and BIMM contacts for use during a placement. There are two elements to the assessment of this module intended to observe and critically reflect on your experience; a learning diary and a project evaluation which both form your Work-Based Learning Report. You need to complete a minimum of 30 hours WBL to satisfy the requirements of your Working in the Creative Industries module. The 30 hours can be worked as one block (e.g. a two or three-week placement) or as flexi-time (e.g. one day a week for several months). During this time, you may be visited onsite by a member of the Careers & Industry team, where appropriate.

  • Optional Practical Learning and Teaching in the Creative Arts 1

    Teaching and learning skills are essential elements for practitioners in the creative arts, both in terms of supporting lifelong development through self-teaching and self-assessment, and in terms of generating income and deriving satisfaction from teaching others. The foundations of effective teaching are the abilities to empathise, conceive, plan, communicate, adapt, assess, and provide feedback in an inspiring, motivational and safe environment that stimulates learning. Combining theory and practice throughout, this module is focussed on teaching, self-teaching and learning of learner-relevant content in one to one contexts, such as individual tutorials, instrumental lessons or individual practice sessions.

  • Optional Financing Creativity

    This module introduces the key concepts for financing creative projects and outlines the fundraising process. The module will cover a range of approaches that include grant funding, crowdsourcing, sponsorship, start-up loans, private income and support in-kind. You will develop practical planning and delivery skills including writing a fundraising strategy, pitching for money, filling out a grant application form, creating a sponsorship pack, managing budgets and risk, and evaluating impact.

Year 3

All students take the following core modules in their third (and final) year of study, plus four optional modules. Module names and structure may be subject to change.

  • Final Project

    In this module, you will undertake a significant project of your own choosing. It’s your chance to explore your passion within the industry and creative arts: experiment, take risks, strengthen your skills and create a product/cohesive portfolio of work that you are proud to showcase at the end of your degree. This module will support you in consolidating the broad learning and development from the course so far, building a bridge into the industry, the workplace and future opportunities. You will be supported to self-direct your own learning through a series of lectures, seminars and 1:1 tutorials with expert supervisors.

  • Creative Industries & You 3: Professional Portfolio

    This module is the final step in your journey and will support you as you look to enter your chosen field as a creative professional. Drawing on evidence from throughout your time here. you will critically self-evaluate your personal learning journey and industry engagements to date. You will explore concepts and theories of personal and professional development to support, challenge and test your assumptions, to determine your readiness for work in the creative industries. You will have the opportunity to discuss this with your peers and learn from your collective experiences in both small degree path groups and large mixed discipline sessions. With this position in mind, you will then be challenged to create and consolidate creative assets to give you the edge over the competition in your chosen field. Specialist workshops will be offered throughout the module, informed and delivered by our wide-reaching connections and specialist tutors in the creative industries. This culminates in the creation of a portfolio which tells the story of your personal and professional journey so far, communicating your unique professional identity and future career plans in the creative industries.

  • Communication in Practice

    In this module, you will find and apply a unique direction to your multimedia skills developed in L4 Introduction to Digital Media & Communications and L5 Communication Techniques. Through the development of these skills, you will identify a gap in the market for a project to be developed throughout the duration of the module. This can take elements of video, photography, audio or web-based non-linear storytelling as appropriate for the audience you have identified. You will build teams for your project, and be members of other teams as required, to successfully complete projects to an industry standard. On completion of the module, you will be able to manage whole projects from start to finish, working in teams with a deep understanding of telling stories by applying journalistic ideas to photography, video and audio at a professional level.

  • Optional Global Communications

    Global Communication is what links us all. Popular music has become the cultural lingua franca of the modern world. Most countries now have their own dedicated music media, channels and platforms bringing content to a growing global audience. The way information is created, shared and consumed is changing. Upon completing this module, you will be a reflexive communicator with a critical awareness of the impact of the Internet on globalisation and the development of shared culture. You will explore cultural reflexivity, territory-specific tone-of-voice, cross-cultural differences, journalism for a global audience and key contemporary theories of media, culture, society and communication in a transnational context. The module will help you to develop a critical understanding of local, regional and transnational music cultures, and to assess the impact of economic, social and technological change on communications and journalistic practice across the globe.

  • Optional Digital Content Creation

    Why wait to be commissioned? Take control of your creative destiny. Building on journalistic skills gained in Critical & Creative Writing, and PR and marketing skills from Social Media & Digital Communications, this module will give your own professional digital channel. This can be a website, or influencer-connected content creation or curation channel from YouTube and Instagram to Tumblr and beyond. By the end of the module, you will have used your web design and online PR learning to create a cohesive journalistic or marketing internet-based project for a clearly identified audience on a well-defined subject matter. This can include both written and multimedia content, as required to meet the needs of the identified niche. As well as a professional project, you will also learn to make your project legally robust, through contracts and the correct use of copyright. This module will also arm you with the skillset to create and apply your own campaigns and become tastemakers in your own right.

  • Optional Fashion & Music 

    Popular music has always been an audio-visual phenomenon. From David Bowie’s chameleon visual reinventions to Nirvana’s dressed-down grunge style, and hip hop’s bling and appropriated sportswear brands, clothing has long provided a rich vocabulary of signs and signifiers that help define artistic identities and fan subcultures. In this module, you will explore this reciprocity between fashion and popular music innovations, highlighting the creative, commercial, cultural and political impacts of this dynamic relationship in both historical and contemporary contexts. Focusing on the ways in which these twin spheres combine to create autonomous communities and taste cultures, you will explore interwoven trend cycles in fashion and music, analysing and evaluating them using theoretical lenses such as postmodernism, cultural/social capital, authenticity, aesthetics, taste cultures, gender and feminism. The module also encourages you to consider contemporary audio and visual cultures and the ways in which the relationship between autonomous ‘street’ style trends and global fashion brands is mirrored in the interaction between underground music scenes and the commercial music industry, and how this conveyor belt is marketed and, contrastingly, subverted.

  • Optional Gaming Culture

    Gaming culture and gaming communities are embedded in our society. From mobile apps rewarding you for providing feedback on your location to badges and community leader boards given out for exercise, the gamification of everyday life is omnipresent. Think about the way hamburgers and personal finance are marketed, exercise apps encourage you to compete against your friends online, the way companies such as Amazon and Google encourage you to become Vine Voices and super-users. In this module, through using games and gamified processes, you will learn the theory of gaming strategy, and how to use this awareness as media and marketing communicators to inform your own practice. Lessons will take the form of roundtable discussions and workshops involving groups of 3-4 students evaluating a different game each week.

  • Optional Celebrity Culture

    What is celebrity? 1. Celebrity is a way that people are represented and talked about. 2. A process by which a person is turned into a commodity. 3. An aspect of culture which is constantly being re-inscribed and re-formulated (fandom, gossip, and so forth). In 2022, the celebrification of culture – both on an individual level and on a mass scale – permeates every aspect of life. As a creative entrepreneur, it is important that you understand the implications and impact of this statement. Celebrities both represent and help determine your identity but are simultaneously used to sell products, promote media and serve as consumption engines. In this module, you will examine the commodification of the individual (branding) within both the personal and public sphere, and its relationship with varying forms of cultural identity. You will analyse the principles, practices and significance of celebrity cultures within socio-cultural and socio-economic context, and as such, you will naturally encounter such problematic concepts as the postfeminist discourse and neoliberalism. The complex, multilateral interactions of online media will be central to this discussion, although historical perspectives will also be addressed along with other media forms.

  • Optional Culture and Society

    This module offers the opportunity for detailed application of the ideas and theories introduced in “Practice, Context and Culture” then developed in “Creativity, Identity and Authenticity”. It will explore key thinkers in-depth, allowing one to become the focus of your work as you analyse an important aspect of music, film, events or the performing arts. This module is ideal for anyone who wants to pursue an in-depth understanding of the ideas that shape popular culture and will provide useful tools to enhance your own creative practice. It is for anyone who would like to develop their analytical skills by evaluating complex and interesting ideas in a supportive environment.

  • Optional Film Studies

    Film is not merely entertainment but important in reflecting, contextualising, and interpreting the mood of the time at any point in history. Film can also be a high-level creative expression. At its best, it communicates ideas while entertaining in an economically significant multi-billion pound global industry. This module will equip you with the knowledge to critically reflect on its impact.

  • Optional Gender and Sexuality

    Patriarchal systems have shaped the society we live in today, dictating how we live, who we should be with and how we should act. Many movements and artists have tried to break down barriers and encourage a more open, diverse society. From the Suffragettes to Stonewall, David Bowie to Beyonce, Freddie Mercury to Christine and the Queens, standard conventions of what gender and/or sexuality means is constantly being challenged. Throughout this module, you will be exploring theoretical discourses to analyse how gendered society exists within these systems, in order to challenge your own perspectives. The lack of representation is not limited to artists and you will consider what can be done to encourage change within the creative industries. You will examine why gender and sexuality continue to be used to undermine and exploit those in industry and reflect on whether these constructs can be used to empower or whether subverted norms of gender and sexuality can break down barriers and boundaries to encourage fairer, more equal representation.

  • Optional Psychology of Music

    The field of Music Psychology is one of wide interest and rapid development. The questions of what music is, what it means and how we are affected by and interact with music are endlessly fascinating and relevant to a range of professions within the music industry. Studying this module will give you unique insights into a significant number of the relevant fields of music psychology, which include but are not limited to musicology and the psychology of emotion, learning and therapeutic. As well as exploring these fields in-depth, you will be supported to focus on an area of music psychology that is most relevant to you as a professional working in the music industry.

  • Optional Diversity in the Creative Industries

    How many new female artists can expect not to have their physical appearance dictated by their label and management? How many new black British artists can expect to get heard without collaborating with a mainstream white artist? Can disabled fans of performing arts gain access to work that speaks to their concerns, let alone find themselves in positions of responsibility where they could change what is performed in our venues and theatrical spaces? In an age in which minority and female artists are questioning the old habits of the white-male dominated music-business, can the music industry say there is genuine equality of opportunity for all? This module will enable you to explore the key issues, historical factors and current debates shaping our thinking about diversity in the creative industries. Negotiating key areas and methods of investigation with your tutor, you will reflect, in podcast format, on your own place within an increasingly diverse creative landscape.

  • Optional Practical Learning and Teaching in the Creative Arts 2

    Building upon your learning in Practical Learning and Teaching in the Creative Arts 1, this module combines theory and practice throughout as the focus moves to the context of learning and teaching in groups. This includes classrooms, youth and community groups and creative workshops, and the opportunities and challenges that are associated with learning and teaching in these environments. The module will further develop your teaching practice as you explore your subject specialisms and far beyond, stretching your knowledge to meet the demands of real-life teaching, either for work after your degree or as preparation for further study including PGCEs.

  • Optional Digital Arts & Branding

    As companies all over the world diversify the range of media platforms they promote themselves on, branding and visual identity have never been more important. Students with digital skills in design can elevate themselves above other applicants in a highly competitive industry. This module will arm you with key transferrable skills in digital arts software, through the creation and development of a brand. You will evaluate core branding techniques and design styles, including typography, semiotics, layout, structure and colour. Lessons will be grounded in industry-standard design software, such as Adobe Photoshop and Illustrator. You will also learn how to work to a client’s brief, with a focus on the visual representation of brand identity and values.

  • Optional Music and Event Futures

    This module looks at areas of the Music and Event Management Industries that are currently being disrupted. It examines how and why these changes are taking place, the winners and losers in such scenarios, and what these changes might lead to in the future. As a class, you will be able to negotiate with your tutor which of the subjects from the list below you wish to concentrate on across the semester so as to best align with your interests and likely career pathways.

  • Optional Consultancy and Market Research

    In this module, you will be able to explore in-depth a company of your own choosing. You will take on the role of a consultant, engaging in research to address an authentic issue faced by a real-world music company. You may investigate an issue at the company’s request, or you may conduct the research on your own initiative. This is a great opportunity to engage with a company in a field within which you want to work. Alternatively, it is an opportunity to develop your research skills in preparation for post-graduation study. By the end of the module, you will have a report which you can hand to a potential employer or postgraduate institution.

  • Optional Business Ethics & Music Law

    Ethical procedures impact every aspect of business operations, identifying and establishing ethical codes is central to successful business management. This module will explore a range of ethical and legal considerations to ensure that you and your business is ethically sound and operating within legal parameters.

The option modules advertised as available for BIMM Institute courses are subject to variation dependant on minimum student numbers and the availability of specialist resources at each college (Please refer to our terms and conditions for further detail).

Want to apply?

Minimum requirements

Successful completion of a BIMM admissions assessment.

Minimum of 2 A-levels at Grade C or above (64 UCAS points), OR BTEC Level 3 equivalent, and normally three GCSEs at a minimum grade C/4, including English Language.

IELTS 6.0 with a minimum of 5.5 to be achieved in each band.

After this course:


Graduates can progress directly to employment in the music industry in roles such as a Cross-media Producer, Corporate Blogger, Marketing Manager, Broadcast Journalist, Content Manager, PR Consultant, or Entertainment Producer.

Course Specification

Mode of attendance:
Length of course:
This course is taught as a three-year course at levels four, five and six.
Awarding institution:
BIMM Institute
Teaching institution:
BIMM Berlin
UCAS code:
Language of study:
Final award and exit awards:
Year Three FHEQ Level 6: 360 credits: BA (Hons) Music, Marketing Media & Communication
Admissions criteria:
Minimum of 2 A-levels at Grade C or above (64 UCAS points), OR BTEC Level 3 equivalent, and normally three GCSEs at a minimum grade C/4, including English Language.

Teaching this course

BIMM Lecturers

To be the best, you need to learn from the best.

Our lecturers are true experts within their field and often have long lists of impressive musical achievements. They live and breathe the world of music and have the first-hand experience, advice and mentoring capabilities to ensure you join the industry too.

See all lecturers