The Business of Beyoncé: An MBA Course at USC
Beyoncé, the entertainment powerhouse, is now the subject of a unique MBA course at USC's Marshall School of Business, titled "The Business of Beyoncé." This innovative course delves into her empire, examining branding, social media, music, and celebrity strategy.
Course Overview
- Students: MBA candidates at USC
- Instructors: Professor Shaun Harper, a Beyoncé superfan
- Format: 16-week spring semester, Monday afternoons
What's on the Syllabus?
The course covers a diverse range of topics, including:
- Child stars to adult stardom (with references to Janet Jackson)
- Girl groups, boy bands, and their impact on music industry
- Black artists and their influence
- Celebrity couples and privacy
- Scandal and its aftermath
- Exploring genres, from "Cowboy Carter" to "Dreamgirls"
Hands-on Assignments
- BeyEssay: Students will choose a Beyoncé song and present their interpretation, explaining why it resonates with them.
- Business Guidance: Crafting a 700-1,000 word business advice document directed towards Beyoncé herself.
A Twist on Traditional Business Education
The course is designed to address a long-standing criticism of business schools' case studies, which often focus on white male entrepreneurs. By centering a Black female entrepreneur, Professor Harper offers a fresh perspective, providing students with a diverse and inspiring educational experience.
Student Reactions
The course has already generated excitement, with the syllabus attracting a diverse group of students, many of whom are fans of Beyoncé. One student, Kendall Ferguson, a second-year MBA candidate, expresses her enthusiasm:
"As a marketing professional, I'm excited to learn from Beyoncé's brand strategy. Her success in various industries is a testament to her business acumen, and I look forward to applying these insights in my future career."
Conclusion
"The Business of Beyoncé" promises to be a transformative educational experience, challenging students to think beyond traditional business boundaries while exploring the intersection of entertainment and commerce.