MUsic & Business – Let’s JAM it!
A certificate Program: Block events live/virtual & on-campus I
Winter Term 2022

Trying to launch a career in the music business can be a daunting and strenuous road. Mastering your instrument of choice, songwriting, being inspired and creative while also navigating the business side of the industry, will require you to acquire two entirely different sets of skills.

This course will provide you with a solid foundation to launch your career in the music industry as an artist, manager and/or event specialist. Your journey will include the fundamentals of the music industry, i.e., styles and genres, artistic curation, sound design, music production and distribution, to name but a few, and will connect them to the key managerial aspects and structures, needed to succeed in this business.

Additionally, your acquired knowledge will be transferred to live case studies in event planning, in which you will learn what it takes to be successful in the music business, from the perspective of a musician and a manager, learning and applying skills that are essential for thriving in an ever-changing industry.

Save the Dates

Session 1
October 7-8, 2022
Session 2
Innovation and Management Principles for arts & culture
October 21-22, 2022
Session 3
Connecting the Dots
November 4-5, 2022
Session 4
November 18-19, 2022
Session 5
Event Creation & Dissemination
December 2-3, 2022
Session 6
(on-campus Vienna/virtual)
Event Management
December 16-17, 2022

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Music Now

(live/virtual) October 7-8
Basics of Musical Styles and Genres

An introduction to the subdivision of patterns in the history of music. The forms of so-called classical music & popular music are examined with a focus on the developments in their styles, genres, & distribution ways (concerts, mechanical & electronic phonograms, radio, television, & social media) from the 20th century onwards.

Basics of Music Creation, Distribution & Industry

Connecting the dots: The Music Industry - a view of the professional landscape. Which software tools are good for songwriters & media composers? Is music theory important? How can I earn money with music? Students will also gain perspective on streaming platforms, YouTube, & other means of dissemination.

Principles of Artistic Curation

This lecture explores the factors that curators should have in mind when putting various pieces of music together. The question what makes a successful program or playlist becomes more & more important to ensure that audiences pay attention to an entire show.

Music Education and Creative Practice as transferable skills

The course will introduce music as an universal skill: How do musicians transfer knowledge, attitude, cultural heritage, & philosophy? The influential roles of musicians & artists in society will be discussed, & basic principles of education in & through music are presented in their different contextualization.


Innovation and management principles for Arts & Culture

(live/virtual) October 21-22
Management & Leadership

An introduction to the concepts underlying management & leadership will be given as well as outlining the differences of the two. This course will furthermore explore individual leadership styles & skill-set needed to be effective in modern business settings.

Communication & Networking

Connecting the dots: any modern organization, in any industry needs to understand the value that communication has, both internally & externally. Additionally, the importance of professional networking will be highlighted, ensuring that the modern manager has the skills for effective communication & networking.

Customer Experience Design

This lecture explores the practice of designing products/services with the focus on the quality & thoughtfulness of the user experience, otherwise known as Customer Experience Design. Every touchpoint within the customer's interaction needs to be carefully designed to deliver experiences based on the brand's promise.

Project Management & Innovation

This course will introduce specific knowledge, skills, tools & techniques needed to clearly structure projects, in order to facilitate creating a clear vision, specific & measurable goals, while also exploring innovative ideas & streamlining the entire team's efforts & deliver a successful project.


Connecting the Dots

(live/virtual) November 4-5
Principles of media music (Elementary Sound Design, Film scoring, Music in advertising, theater, computer games)

Music plays an important role in games, movies, radio & theater. There are different techniques of using music, but how do I use music well? "The sound and music are 50 percent of the entertainment in a movie" (George Lucas). Students will explore means of storytelling through music.

Music Business in the interactive context of creators, audience, distribution, & communication

This lecture explores the journey that music takes from its creation to a live audience or through recordings into the world. When is music free for everyone, & where does copyright come into the picture? What do royalty collection societies do?

Event Planning

The development of an event combined with key aspects of Project Management will characterise this course. Among others, stakeholder & time management, and budget & financial aspects will be introduced to students. At the end of this course students will have an overview of what is necessary for planning an event.

Artistic Research 1. Epistemological approaches with & through music & arts

Artistic Research is based on the knowledge potential of artistic activities. Under certain conditions, artistic activities & processes (performance, composition, improvisation, etc.) are equated with a scientific research process. Accordingly, artistic outputs (e.g. a concert program, concert, score, recording, etc.) can correspond with the results of a scientific research process.



(live/virtual) November 18-19
Marketing & Consumer Behaviour

How many times do we make buying decisions throughout the day, without giving them much thought? Decoding the processes behind customers' decisions deliver important information to marketers on how to effectively market their product, taking the consumer into account.

Integrated Marketing Communications

Integrated Marketing Communication, or IMC, is the concept that ensures that all forms of business communication, promotional tools & messaging an organisation engages in are carefully aligned & linked together, in order to maximise their efforts.

Social Media Marketing Planning

This lecture explores the factors that modern managers need to consider when developing an effective Social Media Marketing Plan. Whether the plan is to use Facebook, Instagram or Co. for your business the vision needs to be clear & aligned for it to be effective.

Cases & Technology in Interactive Marketing

The course will introduce the key ideas behind Interactive Marketing & its practices, that centre on the individual customer. It includes marketing initiatives that are triggered by consumer behaviour & preferences.


Event Creation & Dissemination

(live/virtual) December 2-3
Audience Development

What does it take to turn a random listener into a member of your audience or into a fan? How do concerts, recordings, marketing & social media interact with each other? Besides basics of musical community building, this lecture explores the principles of "musical customer relations management".

Expert lectures by specialists in music production, distribution & management

This series of short presentations includes some of JAM MUSIC LAB's premier partners, such as international orchestra managers, GRAMMY jury members, music producers & educators.

Artistic Research 2. Creative Thinking & Strategies in current music business

Findings from artistic research enrich our knowledge about society & can be used for further enhancement. The reflective processes in artistic research contribute to the development of one's personality, & there is also possibility of relating them to questions & challenges in the music industry in particular, but also society in general.

Case Study

Implementation of a joint event (optionally) with cultural, business &/or academic partners of JAM like the Radio Symphony Orchestra Vienna - Christmas in Vienna. Using the example of a large-scale event in Vienna, students are invited to analyze a case study under various aspects of musical & economic planning (program design, artist management, marketing advertising, business planning, legal issues, project management & communication, etc). This part of the module is rounded off with the attendance of the live event that is being discussed.


Event Management

(on-campus – Modul University Vienna/virtual)
December 16-17

With our changing business environment comes the need to embrace new ideas, an array of channels & modes & the necessity to adapt to these changes at a very high pace. This course has been designed to give an insight into the newest trends in the event industry.

Business, Sports & Culture Events

In our fast changing world events represent an exciting, dynamic & forward thinking sector, which demands creative, energetic problem solvers. In this course you will gain an understanding of the core elements of the industry & the challenges facing managers in the different sectors.

Event Operations

It takes a village to produce a successful event & professional Event Operations is one of the pillars it is built upon. This lecture will provide an introduction to the management of event operations & examines quality in the events industry & its effects on customer satisfaction, resource efficiency & event success.

Event Impact Analysis

This course will teach you the skills needed to measure whether an event has met its predetermined measurable targets, including evaluating whether the event meets the expectations of all involved. Good governance practices along with positive economic, social & environmental impacts are at the core of measuring event growth. Keeping track of the data collected will improve the success of your future events.

Program Facts

Helpful Questions

Why should you do it?

Trying to launch a career in the music business can be a daunting and strenuous road. Mastering your instrument of choice, songwriting, being inspired and creative while also navigating the business side of the industry, will require you to acquire two entirely different set of skills. This course will provide you with a solid foundation to launch your career in the music industry as an artist, manager and/or event specialist. Your journey will include the fundamentals of the music industry i.e., styles and genres, artistic curation, sound design, music production and distribution, to name but a few, and will connect them to the key managerial aspects and structures, needed to succeed in this business. Additionally, your acquired knowledge will be transferred to live Case Studies in event planning, in which you will learn what it takes to be successful in the music business, from the perspective of a musician and a manager, learning and applying skills that are essential for thriving in an ever-changing industry.

Who should attend?

This course has been designed for students and professionals who have a passion for music and the music industry and wish to base their future career on hands-on business and practical music knowledge. Professionals with work experience are similarly encouraged to apply. We recommend applicants to have a bachelor's degree in Music, Business & Administration, Economics and Hospitality, or equivalent work experience in similar fields. A command of English of minimum B2 is recommended.

How do I sign up?

In order to sign up, please send an e-mail to

Learning Outcomes

Learning Outcomes

  • Basic understanding of the music industry, creation processes and distribution
  • Practical skills needed to successfully create and design artistic visions
  • Gaining an insight into customer perceptions, thereby designing tailor made customer experiences
  • Basic project management principles and how they tie into professional event planning and management
  • Understanding the modern consumer behavior and how to effectively steer successful marketing efforts
  • Implementing modern social media marketing campaigns
  • Creative thinking processes and the impact on current music business strategies
  • Designing an entire event using the above-mentioned principles

More questions?

For more questions, please contact us directly via mail or phone    +43 (1) 3203555 116

About Us

The Modul brand stands for more than 100 years of excellence in higher education, tolerance and diversity.

Modul University Vienna is Europe’s leading research platform for the tourism industry and for public sector institutions and is the first contact partner when seeking scientifically-based solutions in these fields.

This institution offers cutting edge education in international management, new media technology, public governance, sustainable development & tourism and hospitality management,

A goal of Modul University Vienna is to provide its students state-of-the-art management competencies & leadership skills in an international context.

The research and educational programs at Modul University Vienna focus on future-oriented strategies that satisfy the needs and ensure the welfare of current and future generations.

With Vienna’s already distinguished reputation as a music world capital in the great classical tradition, JAM MUSIC LAB strives to extend this prominence in the areas of jazz, rock and pop.

It offers artistic and artistic-pedagogic studies of music forms of the 20th century and especially of the present, moving from the interface between classic and popular music in a variety of styles of popular music forms. Hence, students can specialize in jazz, popular music & media music.

Delivering a communicative and interdisciplinary musical learning experience is a key aspect of JAM Music Lab.

Engaging with artistic practice, theory and research as an entity is one of the major focus of the institution.

JAM Music Lab’s goal is to emphasis its students to continually possess a basic openness and interest in the new.

Enroll today

Fields marked with "*" are requiered.

Jeffrey Levenson

JAM MUSIC LAB University
  • Label executive, writer-producer, consultant, and jazz columnist
  • Affiliations at: Half Note, Sony, Warner Bros, Downbeat, Billboard, and the Blue Note jazz club in New York
  • Current producer of the annual Thelonious Monk Competition in Washington DC
  • Authored and/or produced events for: NEA, the US State Department, the White House, the New School for Social Research, and the Songwriter’s Hall of Fame
  • Collaborated with: McCoy Tyner, Michael Brecker, Herbie Hancock, Branford Marsalis, Conrad Herwig, Arturo Sandoval, Randy Brecker, Joe Lovano, Lee Konitz, Esperanza Spalding and Bill Frisell, with production and/or supervision credits on 13 Grammy albums – 2 winners, 11 nominees
  • Served the Blue Note management team, advising on club programming and international development. He recruits North American representatives for Jazzahead in Germany
  • Contributes a column, Ears New York, to JazzFM91 in Toronto, chairs the National Jazz Committee for the Grammys, administers grants and awards as Recording Academy Trustee, and enjoys the company of musicians.

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Monika Herzig

Indiana University

Academic Experience

  • Senior Lecturer in Arts Management/SPEA at Indiana University teaching
  • Music Industry I and II, Inside Community Arts Organizations, Arts Entrepreneurship, Art
  • Worlds, Arts Marketing, Programming the Performing Arts, SPEA in Graz – Comparative Music Industry since 2007
  • 2015 International Society for Improvised Music – The Jam Session Model for Entrepreneurship
  • 2015 CeWIT Salon Talks – Creative Thinking Techniques
  • 2014 Music and Entertainment Industry Educators Association (MEIEA) – Research Presentation Beyond Jamming
  • 2014 Rhythm Changes/ Amsterdam – Jazz Research – Mapping the Field
  • 2013 Music and Entertainment Industry Educators Association Convention – Presentation: Fame and Fortune.
  • 2012 Music and Entertainment Industry Educators Association Conference – Panel Discussion: Current Issues in Arts Management


Professional societies

Association of Arts Administration Educators (AAAE)
Music and Entertainment Industry Educators Association (MEIEA) International Association of Jazz Education (IAJE) 1994 – 2008 College Music Society (CMS)

Jazz Education Network (JEN) Executive Board Member





Oliver Schmellenkamp

Head of Department for Media Music and senate chairman at Jam Music Lab University & composer at the Universal Edition in Vienna
  • Teaches compositions and sound design for games and films
  • Worked as a media music composer for the following brands: Pepsi, CocaCola, WeightWatchers, Ford, Alltours, Becker, Boss, Peek&Cloppenburg, Pepsi, McDonalds, Bahlsen, AirBerlin, Novomatic, Wikifolio, SpringerNature, Sat1, Bertelsmann, Bayer, Audi BKK, AirBerlin/Novomatic/Wikifolio/SpringerNature/Sat1//Bertelsmann/Bayer/Audi BKK
  • and for Film/Game/Radio: Music for German (ZDF) and American series (Fox, National Geographic); Hundreds of games (Xbox, Nintendo) and radio productions (Radio NRW)

View the C.V. 



Michael Kahr

Vice Rector for Research and Quality Management
Jam Music Lab University

Academic Experience

  • Senior Lecturer (since 2006, Institute for Jazz, University of Music and Performing Arts in Graz)
  • Postdoctoral Researcher (2011-2018, Institute for Jazz Research at the University of Music and Performing Arts in Graz)
  • Lectureships at the University of Sydney (2002-2004), University of Vienna (Institute for Musicology, 2013/2017), University of Salzburg (2017/2019), University of Arts Linz (2020)

Awards and Grants

  • Erzherzog Johann Research Award, County of Styria 2018
  • Grants for CD-productions, scientific conferences and research projects 
  • Austrian Science Fund FWF PEEK Grant (2011-2013)
  • Morroe Berger – Benny Carter Jazz Research Award, Rutgers University Newark, USA (2011)
  • Fulbright Scholar Award, Los Angeles 2010

Esteem Factors

  • Board Member, International Society of Jazz Research (IGJ)
  • Editorial Board Member, Journal for Jazz Education in Research and Practice (IU Press) 
  • Reviewer for Journal for Artistic Research and Transnational Jazz Studies (Routledge)

View C.V. 



Eva Aileen Jungwirth-Edelmann

Head of Content Creation for Continuing Education | Lecturer

Modul University Vienna

Short Bio

  • Head of Content Creation for Continuing Education and Internal lecturer at Modul University Vienna
  • Inclusion and Diversity Commission at Modul University Vienna
  • External lecturer and trainer at the Danube University Krems
  • Program director for the following training’s programs: Coach, Train the Trainer and Project management at Bildungsforum Institut Dr. Rampitsch
  • ISO Certified State Examiner for Train the Trainer programs
  • Full-time trainer, consultant ad lecturer on the topics surrounding intercultural competence
  • ISO Certified “Fachtrainer” for lifelong training programs and Diversity Management

Christoph Becher

Orchestra Director RSO – ORF Radio-Symphonieorchester Wien

Work experience

  • Since 2015 Orchestra Director ORF Radio-Symphonieorchester Wien
  • 08/01/2012 – 2015 Managing Director of the Württemberg Chamber Orchestra Heilbron
  • 2007 – 2012 Personal advisor to General Director Christoph Lieben-Seutter for HamburgMusik GmbH -Elbphilharmonie and Laeiszhalle operating company
  • 2002 – 2007 half C3 professorship at the Institute for Music Theater Direction Hamburg (University and Music Academy Hamburg)
  • 2000 – 2004 dramaturge at the Hamburger Musikfest
  • 1998 – 2007 head dramaturge at the Hamburg State Opera
  • 1990 – 1998 dramaturge at the Wiener Konzerthaus: conception, planning, organization and implementation of the festivals “Österreich heute” and “Hörzüge”, from 1997 also “Wien modern”

Norbert Zimmermann

Berndorf AG
  • 2020: Main shareholder, Berndorf AG
  • 2008: Chairman of the Supervisory Boards, Berndorf AG
  • 1988: Managing Director and main shareholder, Berndorf AG
  • 1986: Managing Director, Berndorf Metallwaren Ges.m.b.H.
  • 1978: Managing Director, Böhm Ges.m.b.H.
  • 1974: Controller, Spar Österreichische Warenhandels AG
  • 1971: Systems Engineer, IBM
  • 1967: Graduation from Vienna University of Economics (Mag. Rer.soc.oec), practical training in Great Britain and USA
  • 1966: School leaving certificate, Handelsakademie Bregenz

Marion Garaus

Associate Professor, Dean of the Undergraduate Study Programs

Modul University Vienna

Short Bio

  • Associate Professor at the Department of International Management
  • Holds a PhD in Management from the University of Vienna
  • Her doctoral thesis was honored with the Award of Excellence from the Austrian Government as one of the best dissertations of the year 2013
  • Marion further received the Certificate of Notification from the Dr. Maria Schaumayer-Foundation, a research grant from the University of Vienna, and a nomination for the EHI scientific award for her doctoral thesis
  • In 2018 Marion received the venia docendi from the University of Vienna for her habilitation entitled “Consumer processing limitations in consumption situations”
  • Marion was visiting scholar at the Copenhagen Business School from August to December 2016
  • She serves as ad-hoc reviewer for several journals, including Journal of Business Research, Global Economic Review, Marketing ZFP – Journal of Research and Management, Production Planning & Control, Sustainability, Technological Forecasting and Social Change
  • At MODUL University Vienna, she acts as liaison officer for outgoing exchange students to the Virginia Polytechnic Institute and State University.

Richard Graf

Vice Rector for Education and Digitalization
JAM MUSIC LAB University

Work Experience

  • Since 1996:Activities as music educator, composer, guitarist, producer, editor, and author of publications in music theory and music education. Numerous national and international guest lecturers and workshops at universities and conservatories in: Chicago, Los Angeles, Berlin, Bremen, Essen, Osnabrück, Lockenhaus, Salzburg, Vienna, etc. Lecturer at the USC – University of Southern California in Los Angeles.
  • Cooperations with: Göttinger Symphonie Orchester, Radio Symphonie Orchester, NÖ Tonkünstlerorchester, Ensemble 20. Jahrhundert, Neue Oper Wien, Staatsoper, Wiener Volksoper, Burgtheater, MAX BRAND Ensemble
  • Founder and director of the MAX BRAND Ensemble; Commissioned compositions for several ensembles and orchester; Initiator of the „Tage der Neuen Musik“
  • Editor and author of publications in music theory and music education published by renowned companies as Universal Edition, Advance Music, SCHOTT Music, IAJE Publications Manhatten, Musikerziehung Österreich, ConBrio etc.

Awards and Grants

  • Honorary Award of the Federal Ministry of Science and Research for outstanding artistic performance, Merit Scholarship of the University of Music and Performing Arts Vienna, Scholarship of the Federal Ministry of Science and Research
  • Grants of the University of Southern California/Los Angeles and the University of South Florida/Miami
  • 2014 – 2020 Board member of the Austrian Composers Society
  • 2009 – 2019 President of the INÖK – Interessengemeinschaft Niederösterreichische KomponistInnen.

View C.V.

Shaun Litler

Shaun Litler

Principal Lecturer for Events Management

Programme Leader for the Undergraduate course in Events Management

Manchester Metropolitan University

Short Bio

  • Shaun is the Principal Lecturer for Events Management at Manchester Metropolitan University
  • He has been teaching in Higher Education for over 20 years and been working at the University for 12 years
  • Shaun’s principal role is to take responsibility for the leadership of the Events Management subject area
  • He leads strategic Event Management projects, the day-to-day management of the curriculum and the effective allocation of resources
  • Shaun is the Programme Leader for the Undergraduate course in Events Management and leads a team of thirteen Event staff at Manchester Metropolitan University
  • His research interests are in the field of Crowd Science and Responsible Business within Events Management
  • He regularly delivers Event Management sessions internationally and works in the events’ industry on various projects

Jonathan Sibley

Senior Lecturer Events Management

Manchester Metropolitan University

Short Bio

  • Jonathan is an experienced Senior Lecturer with a demonstrated history of working in the global higher education industry
  • He delivers educational programmes in Qatar in preparation for the 2022 FIFA World Cup and in Barcelona supports destination management professionals
  • As a Senior Lecturer in Events Management at Manchester Metropolitan University, Jonathan is responsible for the Event Operations and Production theme, which runs through both the undergraduate and postgraduate programmes
  • Innovation and collaboration have been at the centre of his career in higher education
  • He is currently working with colleagues at the School of Digital Arts to develop a Digital Event Academy, which will promote collaborative approaches to learning about the incorporation of technology within creative/music events, ranging from live streaming to events in the metaverse
  • As an event professional Jonathan has over 10 years’ experience of planning and delivering sport/community events for a professional football club as well as managing corporate events, festivals and exhibitions on behalf of national charities and business organisations