USC MBA Students to Explore the Business of Beyoncé in New Course

USC Launches 'The Business of Beyoncé' MBA Course

The Marshall School of Business at the University of Southern California (USC) is set to launch a new MBA course in January focused entirely on the business empire of global superstar Beyoncé. Titled "The Business of Beyoncé," the class quickly reached capacity after registration opened, reflecting demand for innovative approaches to business education.

Building an Entertainment Empire

The course will guide students through Beyoncé's evolution from child performer and Destiny's Child member to solo artist and entrepreneur. Students will examine her expansion into ventures such as Parkwood Entertainment, the Cécred hair-care line, the SirDavis whiskey brand, Ivy Park athleisure, and her former clothing line House of Deréon. By studying her business strategy, pivots, and brand development, future business leaders gain insights into the world of entertainment management and branding strategies.

Innovative Curriculum and Assignments

Led by Professor Shaun Harper, a longtime fan and expert in entertainment management, the 16-week course will meet on Monday afternoons for nearly three hours. Unconventional assignments, like the "BeyEssay," challenge students to connect personally with Beyoncé's music and business approach. Students will also create business guidance documents as if advising Beyoncé herself, and trace the journey of child performers such as Janet Jackson towards stardom.

The syllabus is not limited to Beyoncé. Weekly topics span child stars, girl groups and boy bands, Black artists, women in music, celebrity couples, privacy, and scandal. Comparative case studies include artists like the Pussycat Dolls, the Backstreet Boys, NSYNC, the Supremes, BTS, and the influence of the Motown record label.

Diversity and Representation in Business Education

Professor Harper designed the course as a classic business school case study while addressing calls for increased diversity in academic materials. Traditionally, case studies in business education have focused on white male entrepreneurs, but this class turns the spotlight on a successful Black businesswoman and her path.

Student Kendall Ferguson, president of USC's Graduate Marketing Association, cites the importance of studying a Black businesswoman with a professor who can relate to her personal experiences. Ferguson's connection to Beyoncé extends from her childhood, having learned Destiny's Child choreography from a friend's mother.

Course Context Among Celebrity-Themed Classes

USC joins a growing list of universities offering celebrity-focused courses. Precedents include UC Berkeley's class on Tupac Shakur's poetry, the University of South Carolina's sociology course on Lady Gaga, and Harvard's class on Taylor Swift. At USC, Beyoncé's sister Solange Knowles is scheduled to teach a course on music curation, while former football coach Pete Carroll has previously led a leadership course for the school.

Looking at Beyoncé’s Brand and Marketing

The course will investigate how Beyoncé leverages star power, social media, and brand management. Professor Harper notes that Beyoncé's 2013 surprise album release has already been studied at Harvard, and her career strategies and work ethic, such as reviewing concert footage frame by frame, will be key discussion points for students aspiring to roles in entertainment marketing, music business, and celebrity entrepreneurship.

Other topics include the contributions of Beyoncé’s husband, Jay-Z, through Roc Nation and the Super Bowl halftime show. The class aims to provide practical lessons alongside in-depth analysis of branding and business strategy in the entertainment industry.

Hopes for Beyoncé’s Involvement

Professor Harper is making efforts to invite Beyoncé as a guest lecturer through intermediaries. While there has been no official comment from Beyoncé's representatives, Harper continues to hope for her participation in the groundbreaking class.

Source: latimes.com.