Note that the exam will cover material from lectures and guest speakers. Assignedreadings and cases should be reviewed to reinforce the topics covered in lectures.
The case method will be heavily emphasized in this course. The amount you learn from acase depends on how carefully you read it and how well you analyze it. Read each casethoroughly and come to class ready to contribute to discussions, just as though you werepreparing for a big meeting at work. Don’t be passive; don’t expect somebody else in theclass to do the analysis or come up with that great solution to the firm’s problems.
At theend of the syllabus, a set of study questions is provided for each case to help focusyour preparation effort. Please read these carefully
reading a case.
Thesewill not always cover every issue, but they will give you a good basis for discussion.There are 5 assigned cases (Levis, L’Oreal, Coca-Cola, Exploring Brand-PersonRelationships, Dewars). Your preparation for each case discussion will be tested by ashort quiz at the beginning of the class. The quiz will be comprised of two shortquestions – if you’ve read the case, you should have no difficulty answering them. Quizgrading will be 5 points if answer both questions correctly, 2.5 points if answer one of two questions, and 0 points if incorrectly answer both questions or fail to take the quiz.
"Course participation" does not just mean "the amount of time you talk in class" - itmeans participation in the class as a whole. Thus, there are actually many ways toimprove your participation grade:
Many people are intimidated by the "obligation" of speaking upin class. Don't be. Your anxiety will be reduced only through practice! Gettingcomfortable with public speaking will give you a HUGE career advantage. Here's thesecret to cutting your stress level - BE PREPARED. Your class participation grade isweighted heavily in favor of quality over quantity.
Bug me with things you don't understand.
Contact me for clarification on confusingtopics. Not only will this let me know of your sincere interest in the course, but it willactually increase your chances of a good grade on the written work.
Bring in a current event (usually an article from a newspaper ormagazine, or sometimes an ad, promotional material, or actual new product). It should berelevant to the topic we are discussing in class. State why you found it interesting andhow it is relevant. Reading the marketing and advertising columns of the newspapers andbusiness press can provide great opportunities for class participation.