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Which basic marketing principles could be used in the entertainment industry to successfully promote a concert?



It’s no secret music has been known to reduce stress and improve mental health. Thousands of studies have been conducted to determine the effects of music. The majority of which have shown the positive effects music can have on our lives.  Listening to music is a favorite pastime that many teenagers enjoy on a daily basis. However, attending a concert is not nearly as common.  Listening to live music is a completely different experience. This experience has the ability to awaken your spirit and change your life, especially when the music is rock and roll. Some may find attending a live concert is unnecessary due to the ease and accessibility of free musical experiences via live streaming and instant downloads.  This easily accessible content and the evolution of innovative technology have tremendously changed the way entertainment, such as music, is marketed to consumers. 


This unit will examine how basic marketing principles are used in the entertainment industry.  Students will use the knowledge gained from this unit to determine which basic marketing principles can be used to successfully promote a rock concert.  This unit will give students the skills they need to not only promote a rock concert but also participate in the planning, set up, and execution of all necessary production operations and logistics.  



How would a marketing agency benefit from setting goals for each specific client and case?


In order to be successful, setting goals is an absolute must.  Putting goals in place will allow you to control your focus and find your direction.  Goals act as benchmarks that help you to monitor your progress and gage your success.  Think about it – if your goal is to raise $1,000 for breast cancer research, and so far you have raised $500, it is easy to see you are halfway to meeting your goal.  Not all goals are as simple as this example. In fact, personal and professional goals are generally much more complex.  That is why knowing how to set goals is just as important as the actual goal, itself.  The first step in the goal-setting process is to carefully consider the outcome you want to achieve.  One should also understand hard work is crucial to accomplishing your goal.  Using the SMART technique will help to ensure your goals are meaningful and effectively designed.  The SMART technique requires goals to be Specific, Measurable, Attainable, Relevant, and Time-bound.


Specific. Having a specific goal will aid in identifying the direction you plan to take action.  Remember, until you know exactly where you want to go, you will have a hard time getting there.


Measurable. In order to serve as a benchmark for success, goals must be measurable, meaning it has quantitative value. For example, instead of setting a vague goal, such as “reduce customer complaints”, simply say “reduce customer complaints by 5% in the next 2 months.”  This detailed value gives you a point at which you can measure your success.


Attainable. Setting attainable goals may seem like common sense. However, don’t forget to be realistic. Be honest with yourself.  If you set goals that are unattainable, you will only end up frustrated and your confidence will suffer.  On the other hand, don’t set goals that are too easy.  Goals should be meant to challenge you and help you grow.


Relevant.  Ensure your short-term and long-term goals align. Ask yourself, “Is this goal relevant to the long term results I want to achieve and the direction I want to pursue?”

Time-bound. Set a deadline for your goals.  Seeing the finish line will provide a sense of urgency and motivation to achieve your goals.


The SMART technique can be adjusted and applied to fit any goal.  When establishing your SMART goals for this unit, consider the purpose of hosting a rock concert on campus.  Obviously, raising funds is an enormous benefit.  However, the rock concert is also designed to provide additional benefits, such as improving school climate and demonstrating effective marketing strategies.  In this lesson, students will examine SMART goal examples, develop SMART goals pertaining to the concert, and ultimately understand the importance of setting professional and financial goals in their own personal lives. 


Do not be afraid to use your own experiences with setting goals as an example.  For example, weight loss is a common focus of goal setting.  What other goals have you set for yourself? Were you successful? Explain why or why not? Students learn best through examples relatable to their own personal lives.  Encourage students to share their personal goal-setting experiences, as well.



Upon completion of this lesson, students will develop the skills through which they may:

  • Understand the importance of setting personal, professional, and financial goals.

  • Gain motivation to set personal, professional, and financial goals.

  • Analyze example goals and their compliance with SMART techniques.

  • Develop goals pertaining to the culminating activity (concert on campus) using SMART techniques.

Click HERE to see the full lesson plan with activities. 




Literacy Standards for Grades 6-12: History/Social Studies, Science and Technical Subjects

College and Career Readiness Reading Anchor Standards for Grades 6-12


Reading 1: Read closely to determine what the text says explicitly and to make logical inference from it; cite specific textual evidence when writing or speaking to support conclusions drawn from the text.

Reading 3: Analyze how and why individuals, events, or idea develop and interact over the course of the text.

Reading 10: Read and comprehend complex literary and informational texts independently and proficiently. 


Literacy Standards for Grades 6-12: History/Social Studies, Science and Technical Subjects

College and Career Readiness Writing Anchor Standards for Grades 6-12


Writing 4: Produce clear and coherent writing in which the development, organization, and style are appropriate to task, purpose, and audience.

Writing 7: Conduct short as well as more sustained research projects based on focused questions, demonstrating understanding of the subject under investigation.

Writing 8: Gather relevant information from multiple print and digital sources, assess the credibility and accuracy of each source, and integrate the information while avoiding plagiarism.

Writing 10: Write routinely over extended time frames (time for research, reflection, and revision) and shorter time frames (a single sitting or a day or two) for a range of tasks, purposes, and audiences.


Literacy Standards for Grades 6-12: History/Social Studies, Science and Technical Subjects

College and Career Readiness Anchor Standards for Speaking and Listening for Grades 6-12


Literacy 6: Adapt speech to a variety of contexts and communicative tasks, demonstrating command of formal English when indicated or appropriate.


Literacy Standards for Grades 6-12: History/Social Studies, Science and Technical Subjects

College and Career Readiness Anchor Standards for Language for Grades 6-12


Language 1: Demonstrate command of the conventions of standard English grammar and usage when writing or speaking.

Language 6: Acquire and use accurately a range of general academic and domain-specific words and phrases sufficient for reading, writing, speaking, and listening at the college and career readiness level; demonstrate independence in gathering vocabulary knowledge when encountering an unknown term important to comprehension or expression.




2. Implement marketing research to obtain and evaluate information for the creation of a marketing plan.


                        MK 2.3: Analyze cost/profit relationships to guide business decision-making.


5. Describe career opportunities and the means to achieve those opportunities in each of the Marketing Career Pathways.


                        MK 5.1: Acquire self-development skills for success in marketing careers.



II. Societal Communication – apply basic social communication skills in personal and professional situations.


Personal Finance

l. Personal Decision Making – Use a rational decision-making process as it applies to the roles of citizens, workers, and consumers.

Information Technology


VII. Information Retrieval and Synthesis – Gather, evaluate, use, cite, and disseminate information from technology sources.

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