• Don Cusic - James Weldon Johnson: Early African American Songwriter
• Serona Elton - Comparative Analysis of Mechanical Licensing Processes around the World
• Stuart J.Fowler  and Jennifer J. Wilgus - A Quantitative Analysis of Entertainment Consumption: 1984-2009
• Storm Gloor - Artists’ Windows of Opportunity: When and For How Long Have They Been Open, Before the “Long Tail” and After?
• Keith Hatschek - Results and Preliminary Analysis of a Survey of Course Distribution Data in Music Industry Studies
• Tad Lathrop - Promoting Music Through Integrated Marketing Communications (IMC)

Marketing communication is an essential component of music sales strategy. Communication—to inform, to persuade, to remind—helps create customer awareness and interest, without which there will be no impulse or desire to buy.  In addition, the impact of communication can be maximized through careful planning and coordination of messaging, media mix, and timing—collectively termed integrated marketing communications or IMC. In this paper, adapted from a chapter in my book This Business of Global Music Marketing, I describe the components of IMC in terms of “Four M’s”: Message: The specific information the seller wishes to convey to induce a market response or action Mode: The method of communication, whether publicity/PR, advertising, direct marketing, or sales promotion Media: The vehicles and channels through which the message will be conveyed, whether electronic, print, or broadcast Mix: The balanced configuration and combination of messages, modes, and media best suited to the target market and the marketing objective I detail each of these components and discuss rationales for crafting optimum combinations of them based on such criteria as artist profile, audience segment, buyer readiness stage, marketing campaign stage, and product life cycle stage. The purpose of this study is to present a systematic approach to marketing communications that can serve as a guideline for music industry professionals and an outline for courses in music marketing communication. (view session)

• C. Scott LeGere  - Using Mobile Based Social Media Platforms to Enhance Academic Rigor and Student Connectedness In Off-Campus Studies Programs
• Guillermo Mager - Legal and Ethical Issues Regarding Unpaid Internships
• David Schreiber - The Recorded Music Industry: A Systematic Review of the Academic Literature
• Cheryl L. Slay - Teaching Copyright law in the Undergraduate Entertainment Business Curriculum: Challenges, Benefits, and Methodologies
• Richard Strasser - Department of Education and Higher Education: New Rulings and Federal Funding
• Ray Sylvester - Understanding the history and evolution of promotional strategies adopted within the music industry from the 20th to the 21st century
• Terry Tompkins - MAD Dragon Records: Integrating Real World Entities into an Academic Curriculum