Music Production as Experiential Learning in MBA classroom

• Autores: PhD Frank T. Lorne
• Localización: Conference Proceedings CIVAE 2019, 2019, ISBN 978-84-09-18269-5, págs. 115-119
• Idioma: inglés
• Enlaces
  • Texto Completo Libro (pdf)
• Resumen

  • In an experimental course of an MBA program titled “Communication and Marketing”, a professional music producer was invited to give a hand-on experience for MBA students on how a piece of music can be put together. This component of the course requires students working in teams to produce an original music piece associated with a visual campaign. The music producer invited an associate to bring onsite his music composing software, interacted with students on ideas they want for the visuals, and the tunes they have in mind for it. The music producer tried different genres, sampling various melodic riffs, to engage students to jointly discuss the suitability of the music for the visuals. The objective was to create an experiential exercise whereby an MBA student is being put to task to design a marketing or a public relations campaign that requires talents and original effective messages of visuals and sounds (music) being sent. Music production as a business venture has been studied in many business courses and case studies, but having music being produced in a classroom environment is the first attempt for a business school. The exercise takes business school students outside their comfort zone, but arguably useful and necessary for businesses wanting strategic differentiation of their services and businesses, as interacting with musicians and artists requires communication different from those in a business corporate environment.