Dolly U: Inspired Learning in Action

Faculty: Stephen Rush

This course is designed to provide students with a comprehensive understanding of marketing and promotion in the entertainment industry. Through a mix of theoretical concepts and practical case studies, students will learn how to create effective marketing and promotional strategies for various types of entertainment products, including movies, television shows, music, live events, and more.

Faculty: John Zarling and Jackie Campbell

This course examines the principles and strategies of partnership marketing, sponsorship, strategic alignments, non-profit collaborations and business development as applied to the music industry. It requires a basic understanding of negotiation/sales strategy, legal agreements, music rights and ownership, as well as marketing and promotion within the entertainment industry. 

Faculty: Anna Grace Usery

This cross-listed undergraduate/graduate course invites students to serve as the strategic communication arm for a new initiative identified by the Dolly U team, such as an educational outreach program or community engagement effort. Acting as a professional campaign team, students will research, plan, pitch, and implement an integrated strategic communication campaign to support the launch and public engagement of the initiative. The course emphasizes storytelling, media strategy, audience engagement, and values-based messaging—preparing students to lead with purpose while contributing to a living brand rooted in imagination and impact. 

Faculty: Kevin Trowbridge

What if a country music legend could teach you everything you need to know about strategic communication? She can—and her name is Dolly. This cross-listed undergraduate/graduate course explores Dolly Parton's iconic career as a blueprint for building a lasting, purpose-driven brand through message discipline, relational trust, and cultural intelligence. Students will examine how Dolly and her team have crafted a multidimensional narrative across industries—blending consistency with creativity, authenticity with intentionality. Through applied theory, campaign analysis, and personal brand development, students will uncover what it takes to communicate with heart and strategy in any arena. 

Faculty: Jodi Marr and Victoria Banks

This course explores Dolly Parton's journey as a multi-genre songwriter and recording artist. Through in-depth analysis of her significant /pivotal songs, students will explore her songwriting techniques, thematic choices, genre versatility, and the cultural impact of her work. The course also examines her career challenges and opportunities in terms of her artist identity and development trajectory, and how key songs defined her as an artist and also influenced the broader music and entertainment landscape. The course will also include the study of her contributions to film, television, musical theater, and philanthropy, highlighting her role as a storyteller, collaborator and visionary icon.

Faculty: Brandon Holle

A study of modern marketing research techniques and their applications. Topics include research design, questionnaire design, sampling, data collection and analyses, and report preparation and presentation. This course will include a project connected to Dolly: A True Original Musical.

Dolly Parton: Icon & Influence

Faculty: Brittany Schaffer & Caroline Rupard

The life and career of Dolly Parton spans over 60 years of impact and inspiration. From hit songs to major motion pictures, best-selling books to a thriving theme park, Dolly’s creative journey continues to shape culture and inspire generations. This course explores the keystone moments of creating an American icon through both lecture and intimate interviews from experts and key players in Dolly’s career.

Story-Driven Merchandising

Faculty: Rick Rekedal

This class examines how entertainment properties connect with audiences through consumer products, transforming stories into lifestyle experiences. Key topics include the Story Adoption Engine, toyetic potential and understanding consumer needs. Students will learn to ideate and pitch products that extend audience engagement beyond entertainment, with a focus on products connected to Dolly: A True Original Musical.

Integrated Marketing Communications

Faculty: Dr. Lora Mitchell

The marketing communications landscape is more complex than ever. Recognizing the importance of coordinating the numerous and varied consumer touch points available to marketers, this course approaches the promotional aspect of marketing from an integrated marketing communications perspective. In particular, although traditional media advertising is often the most visible part of a firm’s communications, attention will also be given to the strategic role of other elements of the promotional mix, including digital/internet marketing, direct marketing, sales promotion and public relations. Emphasis will be placed on developing consumer insights on which to base creative and media decisions, as well as the importance of setting and evaluating performance against actionable promotional objectives.

Partnership Marketing in Music

Faculty: John Zarling & Jackie Campbell

This course examines the principles and strategies of partnership marketing, sponsorship, strategic alignments, non-profit collaborations and business development as applied to the music industry. It requires a basic understanding of negotiation/sales strategy, legal agreements, music rights and ownership, as well as marketing and promotion within the entertainment industry.