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Marketing 491J |
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Course Written
Resources The nature of each project is different and students are expected to find appropriate printed materials to solve their team project problems. This is a creative exercise on the team’s part. Conceptual frameworks and information sources will come from any number of different outlets: library articles, institute reports, research firm reports, and previously used textbooks that can be consulted for needed information. Some books and former course reports are on reserve in the ISOM library for your reading and analysis. In addition, some class/staff meeting time will be devoted to investigating techniques for analyzing information gathered qualitatively during the process of the client engagement. The achieve this, the following books are required:
Additionally, each student must subscribe for the semester to The Wall Street Journal and/or Fortune or Business Week. These publications provide up-to-the minute analysis of applications of business/marketing success stories that provide a wealth of ideas for increasing one’s productivity on the job. Every other class period [see weekly schedule], each student will hand in a 2-page critique of any 2 articles that appeared in the prior two-week period. These reports should present a description of the content of the article and also how it impacts on the student’s internship or is expected to be helpful in the student’s future career development. These reports will be graded on a 1 to 10 basis [where 10 is best] based on your insights into the article and how it impacts your client project or your future career.
© 2007 University of
Massachusetts Amherst.
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