2022-2023 / GEST7051-1

Strategic Rooms (Simulation Game)


36h Th

Nombre de crédits

 Master en sales management, à finalité (en alternance)4 crédits 


Willem Standaert

Langue(s) de l'unité d'enseignement

Langue anglaise

Organisation et évaluation

Enseignement au premier quadrimestre, examen en janvier


Horaire en ligne

Unités d'enseignement prérequises et corequises

Les unités prérequises ou corequises sont présentées au sein de chaque programme

Contenus de l'unité d'enseignement

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 € 67,20. 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.

Acquis d'apprentissage (objectifs d'apprentissage) de l'unité d'enseignement

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

Savoirs et compétences prérequis

  • 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)

Activités d'apprentissage prévues et méthodes d'enseignement

  • Lectures (synchronous : face-to-face or online)
  • Group work (face-to-face or online)
  • Self-study using the online platform
  • Online simulation tool

Mode d'enseignement (présentiel, à distance, hybride)

  • Lectures (synchronous : face-to-face or online)
  • Group work (face-to-face or online)
  • Self-study using the online platform
  • Online simulation tool

Lectures recommandées ou obligatoires et notes de cours

A manual will be made available on the course platform (Lol@). This needs to be thoroughly read in preparation of the course kick-off.

Modalités d'évaluation et critères

Examen(s) en session

Toutes sessions confondues

- En présentiel

évaluation orale

- En distanciel

évaluation orale

Travail à rendre - rapport

Evaluation continue

Explications complémentaires:

The evaluation consists of 5 elements:

  • Strategic Report: Strategic analysis, maximum one page.
  • Data Analysis Report: Exemplify the use of data for a specific decision, maximum one page.
  • Final Presentation: Evolution of the strategy over the periods and reflection. Maximum 5 minutes.
  • Simulation game performance: 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.
A second session can only be organized if there is a sufficient number of students.

Comments regarding grades will be provided by appointment.


Remarques organisationnelles

The course kicks off with a plenary session on Monday 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


Academic advisors HEC-Liège

Willem Standaert
e-mail: willem.standaert@uliege.be


Bâtiment N1d Rue Louvrex, 14

B-4000 LIEGE

Association d'un ou plusieurs MOOCs