H T T P S : / / C P E . K E N N E S A W . E D U /K S U C O L L E G E

O F P R O F E S S I O N A L E D U C A T I O N

S E S S I O N S T A U G H T B Y

P R O V I D E D B Y :PCG Edutainment

Matej Harangozo

J O E L A . K A T ZM U S I C & E N T E R T A I N M E N T

B U S I N E S S P R O G R A M

K S U C O L L E G EO F P R O F E S S I O N A L E D U C A T I O N

2021-22

COURSE DESCRIPTIONOn average, the music industry and social media platformschange every 3 months and yet, it has never been easier tomonetize your brand online. Utilizing digital marketing in theproper way will enable you to determine which one of yourproducts (music/songs) are the best, and it will identify aprecise audience that you should be targeting with yourproduct. However, if you don't understand the basics ofpsychology and marketing and how to apply them to socialmedia and digital marketing it can become a very costlyjourney to master this crucial & necessary marketing tool.

C O U R S EO V E R V I E WM O D U L E # 1

WHY IS THIS COURSE UNIQUEWe will teach you how to apply the scientific method to run minipsychology experiments through digital marketing. You willdevelop the strategic skills necessary to scale your online brand byidentifying your best products (music/songs) that are mostconducive and economic to achieve massive exposure. Only a fewmajor record labels are starting to use this cutting edge approach.These basic, but revolutionary skills will allow you to master digitalmarketing on all the major platforms necessary to expose yourmusic to your future fans.

WHAT YOU WILL LEARN01

How to conduct a feasibility study& create a marketing strategy foryour brand

02Identify & dissect the psychologyof your target superfan

03Understand social mediaalgorithms & how to exploit theseplatforms

04Master digital marketing skills, adbudgeting, and digital brandingmethods

SKILLS YOU WILL GAINDigital marketing & best practicesDigital branding & best practicesMaster basic marketing skills on the worldsbiggest ad platforms (Facebook,Instagram, YouTube, Google)Identify psychology of your consumer/fan

Master A/B/C & content variation testingMaster transferring your advertisingstrategies & ad structures to otherplatforms like TikTok, Snapchat, Twitter,Spotify Ad Studio & moreMaster social media & marketing analytics

"CAREER ACCELERATOR"

COURSE DESCRIPTIONIt's one thing to understand how to use digital marketing topromote your music or product in front of a massive audience,but it's a whole other ball game to convert your online fans andcustomers into revenue. Additionally, direct-to-consumerdigital ads are not the only way to gain exposure; influencermarketing plays a crucial role. However, influencer marketingcan also be the easiest way to get scammed. Therefore, in thiscourse, the focus will be on advanced strategies for monetizingyour product and how to properly approach influencermarketing in the digital space. If you have successfully spent atleast $5000 on gaining exposure through digital ads and wantto take things to the next level this course is for you!

C O U R S EO V E R V I E WM O D U L E # 2

WHY IS THIS COURSE UNIQUEThe course instructor has spent millions of advertising dollars onstrategies that help independent artists and entrepreneurs converttheir online demand into solid revenue. He has also spent largesums of time and money on various strategies, especially in theinfluencer space, that didn't work. He now works to make sure thatfuture influencer campaigns return the highest success rate andROI for his clients. This type of direct experience, transparency, anditeration in learning is not easily accessible and the informationalone can save one millions in their future endeavors.

WHAT YOU WILL LEARN01

How to run campaigns that willscale your DSP audience likeSpotify, Apple Music, and more

02Identifying the correct E-Commerce set up for sellingmerch

03How to properly set up influencercampaigns that will assuresuccess

04Master digital marketing skills & howto monetize your music brand

SKILLS YOU WILL GAINDigital marketing ad structures designedto covert traffic into revenueArchitecting influencer campaigns thatwill workHow to measure influencer potential How to use digital marketing to triggeralgorithmic playlists on Spotify & more

How to scale your YouTube video exposure How to grow your subscribers on YouTubethrough digital advertising How to sell merch & show tickets throughdigital adsKeeping up w/ future technologies in thedigital space for the music industry

"PLAY WITH THE MAJORS"

MATEJ HARANGOZOAward winning entrepreneur, music enthusiast, andinnovative technologist. He is a driver of disruption with atrack record of developing cutting-edge platforms andautomation protocols. A serial entrepreneur andweb/software systems visionary, he is currently co-ownerand managing partner of Codaemon, an e-commercesolutions provider. Through his quest to help independentartists get noticed, he additionally created Open SourceEntertainment, a music business incubator, and DigitalScience Media, its digital marketing arm. These twoorganizations are disrupting the music industry --representing breakout artists including Hello Sister, ChinaMac, the gospel record label Black Smoke Music, and manyothers under the hip hop industry legend Wendy Day toname a few. Once recognized by the SBA as a MarylandYoung Entrepreneur of the Year, Harangozo lectures atcollege universities and is a keynote speaker for TEDx andthe Musician Mastery Summit. His companies have beenfeatured in Forbes, Entrepreneur Magazine, and TheBaltimore Sun.

I N S T R U C T O R S

BERNARD PORTERCEO/ Co-Founder of PCG Artist Development and CEO / Co-Founder of PCG Theatrical, Bernard Porter is a seasonedentertainment executive with over 30 years of experience. HisA&R prowess is nationally recognized. Porter was instrumentalin signing superstar Jason Aldean to Broken Bow Records andsuccessfully managed iconic artists including Jerry Lee Lewis,Little Richard and Joe Diffie. A respected business entrepreneur,Porter has spent his career developing and securing high profilejoint ventures within both corporate and private sectors,guiding them in all phases of creative media, production,marketing and national product launches. In addition, he hasserved as an entertainment consultant to numerous recordlabels, broadband networks, major artists, large corporations,state tourism boards and specialty venues, including the SimonMall Properties, Mall of America in Minneapolis, Dave & Buster’sand Marriott Hotels.

( M A I N I N S R U C T O R )

( S E C O N D A R Y I N S R U C T O R )

2021-22

Social Media 101 (How to transform your physical brandinto the digital domain & How toutilize social media to your advantage)

Social Media 201 & 301 (Psychology and Analytics, how tofind your SUPERFAN)

Social Media 401 (Integration, Intro to ContentMonetization & E-commerce)

Digital Marketing & Branding101 & 201 (How to run ads on Facebook &Instagram)

Digital Marketing & Branding101 & 201 (How to run ads on YouTube andGoogle)

Digital Marketing & Branding301 (How to run ads on Spotify, Twitter,Snapchat, TikTok and other socialmedia platforms)

Digital Marketing & Branding 401 (Advanced ads on Facebook &Instagram)

Digital Marketing & Branding 301 (Playlisting, Digital Contests,Influencer campaigns & other forms ofdigital marketing)

Digital Marketing & Branding 401 (Integrating Social Media ads with E-commerce & Digital StreamingPlatforms)

Digital Marketing & Branding 401(Advanced ads on YouTube andGoogle)

All sessions will be held on Wednesday evenings (7-830 pm) on offered online by real time instructors.For more info contact Keith Perissi | kperissi@kennesaw.edu

https://cpe.kennesaw.edu/

J O E L A . K A T ZM U S I C & E N T E R T A I N M E N T

B U S I N E S S P R O G R A M

K S U C O L L E G EO F P R O F E S S I O N A L E D U C A T I O N