This course aims to provide knowledge about the issues and dimensions of marketing at both the strategic and operational levels, with a focus on the music industries. The focus of the course is geared toward businesses, organizations and brands operating in the music industries with the aim of showing their peculiarities compared to other industries. The course aims to make students recognize the importance of internal and external marketing factors in order to determine the competitive success of organizations, and/or change their business models, by subjecting students to key issues involved in implementing a marketing-oriented strategy. Finally, the objective of the course is to enable students to apply theoretical knowledge to practical situations concerning strategic management and marketing.