That is the title of a class at Stanford Business School taught by Bob Sutton. Check out the description:

DESCRIPTION: This class will immerse Stanford masters students in the practice and theory of spreading ideas that result in persistent behavioral changes.  Student teams will complete hands-on projects with Facebook and the Climate Savers Computing project (an organization that brings together organizations including Google, Microsoft, Lenovo, Dell, HP, Intel, the World Wildlife Fund, and many others, to change how computers are designed and used to reduce energy consumption).  These projects will be guided, coached, and evaluated by members of these organizations and other business leaders, along with members of the teaching team.  In addition, brief "thought bombs" will presented in most classes on pertinent topics including developing ideas that stick, leading social movements, behavioral decision theory, network theory, interpersonal persuasion, examples of ideas that have spread (e.g., the Institute for Health Improvement’s efforts to save 100,000 lives in U.S. hospitals) and seemingly unsuccessful ideas (e.g., The Segway). The class will also host an open conference on creating infectious engagement on May 1st, 2008 that will address related topics.

Wow! I want to go back to school just for this course.