Duration
36h Th
Number of credits
| Master in sales management (120 ECTS) (en alternance) | 4 crédits |
Lecturer
Language(s) of instruction
English language
Organisation and examination
Teaching in the first semester, review in January
Schedule
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
The objective of Markstrat B2B, a Business-to-Business Marketing Simulation Game, is to learn by doing. The simulation provides a life-like experience, requiring teams of students to make decisions in a competitive industrial environment. While this business game comes very close to reality, mistakes do not come at a real-life cost, similar to airplane simulations for pilots.
To participate in the simulation game, you will have to purchase an individual license from STRATX Simulations. The price for this license, including VAT is € 64,80. This needs to be obtained prior to the start of the course. Without individual license, students cannot participate and they will automatically obtain a score of 0/20.
Learning outcomes of the learning unit
During this exercise, you will be responsible for formulating and implementing the long-term marketing strategy of your division. In particular, you and your team members will have to:
* Work in a highly competitive market;
* Target selected customer segments and position your products;
* Interface with the R&D department to design and develop new products;
* Prepare the launch of new products; improve, maintain or withdraw existing ones;
* Interface with the production department to specify production planning;
* Make marketing mix decisions (pricing, communication, ...) for each of your products;
* Decide on the size and priorities of your commercial team;
* Order market research studies to get up-to-date information for decision making
These specific objectives mainly help to develop the following ILO:
- In management situations, understand the following transversal tools: quantitative analysis, IT systems and management projects
- Elaborate and develop solutions relevant to management problems
- Teamwork
- Develop a critical sense (argumentation)
- Develop a transversal overview
- Communicate in a professional manner
Prerequisite knowledge and skills
- General conditions of access to the master's degree
- Basic principles of management, strategy and marketing
- Advanced level in English (documents and classes in English)
Planned learning activities and teaching methods
- Lectures (synchronous : face-to-face or online)
- Group work (face-to-face or online)
- Self-study using the online platform
- Online simulation tool
Mode of delivery (face to face, distance learning, hybrid learning)
- Lectures (synchronous : face-to-face or online)
- Group work (face-to-face or online)
- Self-study using the online platform
- Online simulation tool
Organisational adjustments related to the current health context
Recommended or required readings
A manual will be made available on the course platform (Lol@). This needs to be thoroughly read in preparation of the course kick-off.
Assessment methods and criteria
Below you will find information on the evaluation methods planned for in-person and remote exams as well as those planned for hybrid sessions. Depending on how the health crisis evolves, the chosen method will be communicated to you no later than one month before the start of the exam session.
The evaluation consists of 5 elements:
- Strategic Report (10%): Strategic analysis, maximum one page.
- Data Analysis Report (10%): Exemplify the use of data for a specific decision, maximum one page.
- Final Presentation (40%): Evolution of the strategy over the periods and reflection. Maximum 15 minutes.
- Simulation game performance (40%): Performance of the marketing team, initial position is taken into account.
- Peer Evaluation may be taken into account in your final grade for the course.
Second session:
In the second session, students will be assessed based on an oral presentation of a strategic decision.
Comments regarding grades will be provided by appointment.
Work placement(s)
Organizational remarks
The course kicks off with a plenary session on Monday at 9am and another one at 1pm. The simulations start after the first plenary session and are run during the following four days, during which the teams are spread across the campus (or online). On the final day (Friday), each team presents to the others.
See detailed schedule on the Lola platform
Contacts
Academic advisors HEC-Liège
Willem Standaert
e-mail: willem.standaert@uliege.be
office 206
HEC-Liège
Bâtiment N1 Rue Louvrex, 14
B-4000 LIEGE