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The University of Southern California’s Marshall School of Business is offering a new graduate course titled “The Business of Beyoncé,” which uses the superstar’s career as a semester-long case study in entertainment and brand-building.
Taught by Professor Shaun Harper, the class—already sold out ahead of its January start—examines how Beyoncé turned her music career into a multimillion-dollar empire spanning Parkwood Entertainment, Ivy Park, Cécred, and SirDavis. Students will analyze branding, social media strategy, and business decisions while also studying other artists for comparison, and they will write business advice intended for Beyoncé herself.
The course aims to broaden traditional business-school case studies by centering a Black female entrepreneur.