Digital Marketing, Content and Promotion
(Cert HE)

Our world is powered by digital media and the music industry knows the power of great content that turns artists into brands and listeners into fans. This course shows you how using digital social technology to promote, showcase, brand and market the artists and music you love, can become your career. By learning about the development of digital content creation, social marketing and promotion, we’ll take you on a journey to build brands, create content and bring the industry to life by working closely with Relentless Records (Sony) and our connections with industry. At NHAM, we teach you through real-world projects, and on the course you’ll get the chance to work with Sony marketing professionals, artists and your peers, to build a portfolio that will support you into the world of work.

Marketing the Artist

During this module, you’ll have a chance to understand how professionals create marketing campaigns and then bring this to life with your own project. You will gain an understanding of how to launch a campaign to promote an artist and will integrate, analyse and assimilate marketing theory, data and consumer trends, market segmentation, and devise a content-driven campaign from idea to impact.

Content Planning and Production

Great digital marketing and content is a highly practical skill. This module teaches you how to do it: plan content (timelines, releases, milestones) and then create it in line with audience expectations; exploring the right social media platforms and their unique characteristics.

Markets, Customers and Data

Great marketing ideas and campaigns are evidenced by a wealth of customer data. We’ll introduce you to the digital tools used to identify, segment and market to customers, understand the data and analytics you need to track engagement, conversion, demographics and sales readiness. You’ll learn how to turn all that data into amazing content that really gets results. Watch data change the way you work and make you and your clients money.

Building Brands and Influence

Building a brand is about more than great design, it’s about understanding every part of the visual and social communication process. Brands are about what people feel and can provoke an instant response. Here, you’ll learn how great brands work but also, how to build your own.

Creating Campaigns

This module puts theory into practice, from devising a campaign, its timeline, producing content, and launching it, to assessing the impact of that campaign. You’ll start by learning about highly successful campaigns from global brands, so that you can see how it’s done, before taking the reins and doing this yourself.

Digital and Social Culture

Understanding the history and context of marketing and the psychology of influence will give you an excellent grounding to begin the programme. You’ll explore the development of marketing and digital communication, understanding how it has been impacted by culture, commerce and politics.