One of Harvard Business School’s more popular classes, Strategic Marketing in Creative Industries, gives students the chance to study pop culture success stories. Miami Heat forward LeBron James cooperated with the school when they approached him about being a case study, giving the research team access to his marketing choices.
The Boston Globe reports that the class also features case studies on Lady Gaga, Tom Cruise, Radiohead, the Real Madrid soccer team, the NFL as a whole, and more. The class “gives students virtual backstage passes to Hollywood, to the highest
levels of European soccer, to arena concert tours, to all the important
places where the cult of celebrity reigns and represents potential
They study everything from James’ McDonalds deal (above) to Shaquille O’Neal’s critically trashed Shaq Fu video game. It’s not surprising that professor Anita Elberse is seen as a “rock star” in the eyes of Harvard Business School students. She even went backstage with two students to a Lady Gaga concert… all in the name of research.
Those Harvard kids have all the luck.