MUsic & Business – Let’s JAM it!
A certificate Program: Block events live/virtual & on-campus I
Winter Term 2022
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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 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.
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 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.
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.
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.
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".
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.
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.
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.
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.
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.
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.
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.
| October 7-8 | live/virtual |
| October 21-22 | live/virtual |
| November 4-5 | live/virtual |
| November 18-19 | live/virtual |
| December 2-3 | live/virtual |
| December 16-17 | on-campus (Vienna) – Modul University/virtual |
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.
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.
In order to sign up, please send an e-mail to enroll@musicandbusiness.at
Learning Outcomes
For more questions, please contact us directly via mail enroll@musicandbusiness.at or phone +43 (1) 3203555 116
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.
Academic Experience
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
Academic Experience
Awards and Grants
Esteem Factors
Head of Content Creation for Continuing Education | Lecturer
Modul University Vienna
Short Bio
Orchestra Director RSO – ORF Radio-Symphonieorchester Wien
Work experience
Associate Professor, Dean of the Undergraduate Study Programs
Modul University Vienna
Short Bio
Work Experience
Awards and Grants
Principal Lecturer for Events Management
Programme Leader for the Undergraduate course in Events Management
Manchester Metropolitan University
Short Bio
Senior Lecturer Events Management
Manchester Metropolitan University
Short Bio
