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New Harvard Business School program expands on marketing case studies of Jay-Z, Lady Gaga

Are there marketing lessons to be learned from the careers of Jay-Z and Lady Gaga? Maybe

so, suggests Harvard Business School, which is launching a four-day program titled, “Strategic Marketing in Entertainment, Media, and Sports.”

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“In this inaugural program, senior executives in marketing, business development, and strategic planning will tackle the new challenges associated with promoting their products and talent within digital technology’s evolving landscape,” Professor Das Narayandas, senior associate dean and chair of executive education and publishing.

That evolving landscape is “dramatically disrupting the way sports, media, and other entertainment businesses market their products and talent,” an online brocure for the program notes.

The program, designed to help folks prepare for the challenges of developing and marketing a successful entertainment franchise, is scheduled to take place from June 5 through June 8 at the Harvard Business School campus. Senior executives from a variety of industries – including film, television, music, nightlife, fashion, publishing, sports, and the performing arts – will examine a wide range of real-world case studies as part of the program, the school’s press release said.

In a statement, Anita Elberse, professor of business administration and faculty chair of “Strategic Marketing in Entertainment, Media, and Sports,” added: “After developing an extensive portfolio of groundbreaking case studies on leading entertainment companies and personalities, from Marvel Enterprises to the NFL and from Jay-Z to Lady Gaga -- which are all part of one of Harvard Business School’s most highly-ranked MBA courses -- we were eager to develop a program for executives to further explore the underlying lessons on how to succeed in the business of entertainment. With a diverse set of participants, we know that this program will spark considerable discussion on the future of entertainment and uncover many insights as to how companies can gain an edge over their rivals in the rapidly changing business landscape.”

Chris Reidy can be reached at
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