Duration
45h Th
Number of credits
| Master in sales management, professional focus (en alternance) | 5 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
This course has multiple themes, including:
- Strategic B2B Marketing
- (Indirect) distribution
- Organizations as customers and buying processes
- CSR & Sustainability
- Digital Innovation, platform and data strategy
- Internationalization
Learning outcomes of the learning unit
Business Strategy concerns understanding, creating, delivering and sustaining value. While recognizing the broad nature of the term Business Strategy," this course narrows its focus to a coherent set of strategic domains where organizations most directly sustain value: Marketing, Digitalization, and Sustainability.
Together, these modules do not claim to cover "strategy" in its entirety - but they equip you with a practical, integrated toolkit for the strategic decisions you are most likely to face.
Strategic B2B Marketing
- Understanding how to create value in B2B markets by segmenting, targeting, and positioning
- Defining a go-to-market approach (4 P's) to deliver and capture value
- Developing a Customer Value Model
- Defining distribution channels and functions
- Designing and managing distribution channels
- Typifying B2B customers - "Buyers"
- Analysing B2B buying processes
- Understanding the role of different DMU members
- Distinguishing purchasing orientations and situations
- Delineating Corporate Social Responsibility and Sustainability
- Understanding the Strategic Importance of Sustainable Business
- Implementing Sustainable Initiatives and Circular Business Models
- Analyzing the Fit of Sustainability Initiatives with Brand Equity
- Applying (Digital) Innovation Approaches
- Crafting a Data Strategy
- Setting up a Platform
- Understand and integrate intercultural aspects in commercial practices
- Adapt the marketing mix to different countries and cultures
- Understand the mechanisms and know the partners that can help with export
- Manage logistic aspects related to export
To BE:
- Adaptability, and resilience Personal engagement in one's learning and activities
- Curiosity and exploratory thinking
- Communication skills both in oral and written forms in multiple languages
- Team collaboration
- Scientific reasoning
- Analytical thinking
- Critical thinking
- Professional attitude
- Design of impactful opportunities, innovative solutions in leading incremental or radical change
- Awareness of the global context and sustainability advancements
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
- Self-study using the online platform and flipped classrooms
- Case studies
- Guest lecturers
- Group work
- Application in your company
- Company visits (Voyages didactiques)
December 4 - Visit Trendy Foods
December 11 - Visit EVS
Please note that company visits are compulsary since they may involve graded assignments and questions may be asked about the visit at the exam.
Mode of delivery (face to face, distance learning, hybrid learning)
Blended learning
Additional information:
- Lectures
- Self-study using the online platform and flipped classrooms
- Case studies
- Guest lecturers
- Company visits (Voyages didactiques)
- Group work
- Application in your company
Course materials and recommended or required readings
Platform(s) used for course materials:
- LOL@
- Microsoft Teams
Further information:
Self-study and documents available on the course platform (Lol@)
Exam(s) in session
Any session
- In-person
written exam
Further information:
Exam(s) in session
Any session
- In-person
written exam ( open-ended questions, multiple-choice questions possible)
Written work / report
Continuous assessment
Additional information:
Written exam
Continuous assessment
Additional information:
75% of the total points will be based on an individual written exam and 25% will be assessed on the basis of group work. Contents from the guest lecturers and visits are also part of the exam material.
Second session:
In the second session, students will be assessed according to a written exam only (100%).
Comments regarding grades will be provided by appointment.
Work placement(s)
Organisational remarks and main changes to the course
See schedule on the Lola platform
Contacts
Academic advisors HEC-Liège
Willem Standaert
e-mail: willem.standaert@uliege.be
HEC-Liège
Bâtiment N1d Rue Louvrex, 14
B-4000 LIEGE