ECLC Online

Course Descriptions

Leadership Issues in Music (1 credit – half semester/ Early Spring)

Leadership Issues in Music provides a collaborative and rigorous learning environment that focuses on this essential question: "What are the most critical challenges facing us as the musical leaders of tomorrow and what can we do to meet them?" This course is designed around the interviews of five national leaders of musical arts organizations, the critical analysis of related readings, and a host of interactive summarization activities. Imbedded in the course activities are topics of advocacy, problem solving, strategizing, and leadership.

Digital Marketing (1 credit – half semester/Late Spring)

This class is designed to help students understand and utilize digital marketing key concepts and strategies including effective message crafting and leveraging social media as a marketing tool (FB, Instagram, Twitter, YouTube). Students will identify core concepts of marketing and the role of digital marketing within a marketing framework. Students will create an integrated marketing communications plan which includes promotional strategies and measure of effectiveness using the following tools and tactics: Websites, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Display Advertising, Content Marketing, Email Marketing, Video, Social Media Marketing and Mobile Marketing.

Career Skills for the 21st Century (2 credits – full semester/Fall)

Career Skills for the 21st Century provides a foundation for musicians to envision their career paths and to develop essential skills, tools and attitudes to implement it. Topics of study include professional writing (bios, news releases, pitch letters, information interview requests, cover letters, résumés, grant-writing, etc.), communication skills (networking, community engagement, job and media interviews, workplace rules and ethics), career planning (defining success, goal setting, self promotion, teaching), practical and business skills (financial management, contracts, and social media). Course activities are supplemented and reinforced by guest presentations and interviews.

Entrepreneurial Thinking (2 credits – full semester/ Fall)

An entrepreneurial person is one who transforms an idea into an enterprise that creates value. Musicians have been entrepreneurial thinkers throughout history, and continue to be so. Entrepreneurial Thinking helps students to recognize the entrepreneurial potential they possess, appreciate the role of entrepreneurship within society and in our own professional lives, and understand and implement the processes and skills of entrepreneurship. Students envision, develop and present the Capstone Project of the Eastman Career and Leadership Certificate in this course. Called 'The Big Idea', this is a project, initiative, product, or other entrepreneurial idea chosen by the student. Essential skills learned in this class include idea generation, market analysis, business plan writing, marketing strategies, financial management, business structures, funding, contracts, and legal issues.