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152557 https://hdl.handle.net/2286/R.I.24900 http://rightsstatements.org/vocab/InC/1.0/ All Rights Reserved 2014 ix, 117 p. : col. ill Masters Thesis Academic theses Text eng Tonkinson, Scott Crowe, Barbara J. Rio, Robin Norton, Kay Arizona State University Partial requirement for: M.M., Arizona State University, 2014 Includes bibliographical references (p. 81-85) Field of study: Music therapy ABSTRACT A survey of board-certified music therapists who identified themselves as self-employed was conducted to examine current methods of marketing related to planning, positioning, promotion, and implementation within a music therapy private practice or contracting model, as well as identify trends in marketing methods as compared to prior research. Respondents (n=273) provided data via online survey as to current marketing practices, assessment of personal marketing skills, and views on marketing's overall role in their businesses. Historical, qualitative, and quantitative distinctions were developed through statistical analysis as to the relationship between respondents' views and current marketing practices. Results show that self-employed music therapists agree marketing is a vital part of their business and that creating a unique brand identity is necessary to differentiate oneself from the competition. A positive correlation was identified between those who are confident in their marketing skills and the dollar amount of rates charged for services. Presentations, websites, and networking were regarded as the top marketing vehicles currently used to garner new business, with a trend towards increased use of social media as a potential marketing avenue. Challenges for respondents appear to include the creation and implementation of written marketing plans and maintaining measurable marketing objectives. Barriers to implementation may include confidence in personal marketing skills, time required, and financial constraints. The majority of respondents agreed that taking an 8-hour CMTE course regarding marketing methods for self-employed music therapists would be beneficial. Music Marketing Health Sciences Music therapists Music Therapy Music Therapy Business Owner Music Therapy Marketing Self Employed Music Therapist Therapy Marketing Music therapy--United States--Marketing. Music Therapy Music entrepreneurship--United States. Music entrepreneurship Marketing in music therapy: a survey of self-employed music therapists to identify methods of marketing planning, positioning, promotion, and implementation