Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
The Tipping Point, by Malcolm Gladwell. First Back Bay, 2002. ISBN: 0-316-34662-4. This was a
very popular book several years ago and inexpensive used copies should be in abundance on the
internet. We will only be reading two chapters of this book.
Cases and Articles: There will be a number of cases and articles required. Those can be purchased at a
discount via Harvard Business Publishings online site and are noted in the readings with an HBP
preceding the title. The link to HBPs website for this course is TBD.
To support copyright policies, articles and cases will not be placed on reserve.
Social Media Accounts: In order to complete assignments, students will need to have accounts set up
on a variety of social media platforms including Facebook and Twitter. Students may use either their
personal accounts for those platforms or set up accounts specifically for use during the course.
Grading
15%
30%
25%
30%
Class Participation
Short Assignments (Two assigned)
Midterm Exam
Final Project (Group paper and presentation)
This is a graduate-level course and students should expect a graduate-level workload. The ability to
express oneself effectively in verbal and written communication is essential for success in marketing and
management careers. As such, active participation in class discussions and high-quality written work is
expected. Written work should be clear, logical, grammatically correct, and free of spelling errors.
Class Participation and Attendance
This course moves at a fast pace and much of the learning will take place during in-class exercises and
discussion. Students are expected to attend all class sessions, complete all assigned readings prior to
class, and to come prepared to participate. Attendance will be taken and participation will be evaluated at
each class session. You may miss two class sessions without penalty, but all other absences will result in
significant deductions from your class participation. Students are expected to arrive on time and to stay
for the duration of the class. Late arrivals will result in a deduction in class participation points for the day.
Please notify the instructor, preferably by email, prior to the start of class if you will not be in attendance or
if you will need to leave early.
As indicated below, there will be a number of occasions where students will be required to bring examples
of certain aspects of marketing to class for discussion. Students may earn partial class participation
credit by posting relevant articles and examples to the course website, although credit for course website
postings will not weigh as much as in class participation.
Short Assignments
Short assignments are designed to ensure students have completed the readings and are prepared to
make valuable contributions to the class discussion. These assignments provide the opportunity to
demonstrate understanding of the material and to practice structuring a logical argument using concepts
covered in class and reading material. Students will be assigned two short assignments. Make-up
assignments will not be given. Assignments should fall within the specified page length and be doublespaced in 12-point font with 1-inch margins. If you will be absent on the day an assignment is due, prior to
5:30 pm, you must submit your assignment via the course website dropbox. Short assignments turned
in late will receive a zero. An assignment is late if it is submitted after 5:30 pm on the day it is due.
Midterm Exam
Students will complete a take-home midterm exam, comprised primarily of a case analysis. The exam
and case will be distributed in class on February 27th and will be due at 5:30 pm on March 5th. 25% will
be deducted per day for late exams.