The Legacy of Nipsey Hussle in Business Education
Launched during the spring 2023 semester at Loyola Marymount University (LMU), a groundbreaking course titled “The Marathon Continues: Building Brand Through Culture” honors the late rapper and entrepreneur Nipsey Hussle. This unique marketing course is designed to explore brand-building strategies and tactics influenced by cultural dynamics, specifically through the lens of Hussle’s impactful life and the Marathon brand he established.
A Collaborative Learning Experience
Co-taught by Mitch Hamilton, an associate professor of marketing, and David Gross, a seasoned businessman and investor, this advanced course within the A-LIST Pathway framework builds on an earlier version launched in 2018, which involved Nipsey Hussle himself before his unfortunate passing. The current course incorporates real-life branding case studies and dynamic pedagogical methods with the goal of instilling a comprehensive understanding of how cultural relevance can enhance brand authenticity.
Guests from Various Fields
The course featured a series of guest lectures delivered by notable figures in music, entertainment, and sports, all of whom share a connection with Nipsey Hussle. According to Hamilton, the inclusion of speakers like Sam Asghedom, Nipsey’s brother, and Rashad Bilal and Troy Millings, the hosts of the popular finance podcast “Earn Your Leisure,” enhanced the learning experience by providing students with unfiltered insights into brand creation and maintenance.
Real-World Application and Engagement
In a format rare for academic settings, guest speakers shared their firsthand experiences and lessons they learned from building their own brands inspired by Nipsey’s legacy. Gross noted how the “authenticity and candor” of the speakers offered students an unparalleled perspective often missing from traditional classroom environments. Hamilton added, “This course was unlike any classroom experience,” emphasizing the goal to reshape conventional business education.
Hands-On Projects and Collaborations
As part of their curriculum, students engaged in practical projects aimed at transferring their knowledge into actionable recommendations for actual businesses. Collaborating with industry partners like Broadway Boxing Gym and Vector 90, LMU undergraduate marketing teams, under the mentorship of their MBA classmates, created pitch decks to assist these businesses in discussions with potential sponsors. The feedback and ideas generated hold the potential for future implementation in the brands’ strategies.
Innovative Brand Analysis by MBA Students
The MBA students, on the other hand, conducted a comprehensive case study on the Marathon brand, focusing on identifying areas for growth and potential challenges. They were tasked with envisioning the brand’s future trajectory over the next 5, 10, and 15 years, contributing strategic recommendations that could enhance the brand’s market position. Gross highlighted the significance of these efforts, noting, “There has never been a professional analysis of how the Marathon brand has been built, so this project offered a roadmap for future endeavors.”
Future Prospects and Student Reflections
The course’s meaningful impact resonated not only with the students but also with those closely linked to Nipsey Hussle. Jye Citizen, an MBA student, reflected on the experience, stating, “It’s been really refreshing to see and be taught by people who look like me and hear that people like me can get into high places and what that process looks like.” Plans are already in motion to offer a variation of the course in spring 2024, focusing on sports and entertainment while continuing to incorporate influential guest lectures.
This innovative course serves not only to honor Nipsey Hussle’s legacy but also aims to transform the way business education is perceived and delivered. For more details on the College of Business Administration at LMU, visit their website.
