Dr. Frias's Marketing Classes Partnering with Josh Abbott Band to Develop Marketing Plan for Band's Upcoming Album
By: Trevor Bell
In Dr. Kelli Frias's Marketing Strategy (MKT 4385) course, students learn by doing. This semester, her students are working with Texas Tech alumnus Josh Abbott to create a marketing plan to promote Josh Abbott Band's upcoming album, which is scheduled for release in late spring 2015.
The two sections - totaling 59 students - will work with the band and its management team. Based in Austin, Triple 8 Management will visit Rawls College throughout the semester to assist with their projects. The goal of this relationship is for students to create a comprehensive marketing plan that will not only boost awareness of the band, but will provide Triple 8 with a better understanding of their customers and ultimately provide insights about album sales.
"Our goal is to collaborate with the students to let them use their creativity and ideas to create an effective marketing plan," Abbott said. "We're going to challenge them to think outside of the box and generate both buzz and sales for our album. While this is certainly beneficial to the band, it also gives the students real-world experience that they can use when they graduate."
During the semester, Dr. Frias will teach students about strategic brand positioning, business strategy, distribution, commercializing technology, and the impacts of social media in the music business. The semester activities are designed to aid students with their final semester project. Students will handle a proposed budget, research their target markets (primarily 18-to-24-year-old college students), propose the proper strategies and tactic to reach these demographics, and, ultimately, pitch their plan to Abbott and Triple 8 Management.
"My goal is to prepare Rawls students for management positions. By participating in collaborative projects with actual clients, our students have the opportunity to create strategies, real-world choices, and utilize an actual budget to execute their ideas," Dr. Frias said. "Working with Josh Abbott and Triple 8 Management is a great opportunity for everyone involved. We are very excited to work together this semester."
Students will also learn the ins and outs of the music industry. According to Triple 8 Management Partner Bruce Kalmick, students will have to come up with creative grassroots marketing campaigns that will resonate in the music industry - something that can be challenging in today's digital age.
"They are going to need to know how to do more with less," Kalmick said. "With that, they need to figure out and understand what's next and how that will be applied to their plan."
Students will work in groups of three to four and will give their final pitches at the end of the semester. Winners will be selected by Dr. Frias, Abbott and Triple 8 Management. Triple 8 is offering two student internships (with the potential for full time employment) in their Nashville and Austin offices along with prizes for winning teams. For more information regarding the project or her Marketing Strategy course, email Dr. Frias at firstname.lastname@example.org or tweet @kelli_frias.
This supports the efforts outlined in the Rawls College of Business Strategic Plan. Learn more about the LEADER 2020 Strategic Plan and follow our progress on Twitter at #RawlsLeads.
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