Visualisation plan de cours
2026 / 2027
EM09HMDM
Strategic and Operational Marketing Decisions
Programme
PGE PGE4 FI
Semestre
B
Coefficient
3
Volume horaire
Face à face : 25 H
Travail personnel indicatif : 50 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
CHEHBI GAMOURA
Liste des intervenants
| Intervenant(s) | Volume horaire | ||
|---|---|---|---|
| Raficka HELLAL-GUENDOUZI | raficka.hellal-guendouzi@em-strasbourg.eu | 25 h CM |
Discipline
Marketing
Descriptif
An online marketing management simulation during 2,5 intensive days that develops students' understanding of the marketing decision-making process as a whole, with particular emphasis on profitability of the firm.Students are divided in small groups. Each group represents a firm. All the firms compete on the same international markets.
N.B. Attendance MANDATORY on the whole 2,5 days ! -
-1 penalty point per half-day of unjustified absence (valid justification according to study guidelines)
MALUS up to -5 points on the final grade for inappropriate behaviour (including unexcused no-shows & lateness, gossip, etc.)
Students will have the opportunity to take part in the international CESIM ELITE Marketing Game in April 2026. More information to come during the first class.
MAC
Analyser et critiquer une vision stratégique et managériale dans un contexte incertain/Analyse and critically assess a s
10 ECTS
Objectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- manage different levels of marketing decisions
- examine a market study at an international level
- analyze and interpret market data to develop a marketing strategy
- examine and interact with your company partners
- figure out and discuss strategic marketing decisions with your company partners
- analyze and predict sales for a specific marketing segment
- argue strategic marketing decisions
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
The simulation game begins by starting the first years of operations in a newly established company. The product offering consists of smartphones with a variety of features.
The company can operate in two markets, Europe and Asia. The markets are of different size and have different growth rates. Depending on the case applied to your course, one market can be larger than the other in the beginning. It is important to identify the underlying sizes and growth rates of markets in order to time market entries
and set marketing effort sizes correctly.
There are four different customer segments in both markets. The segments react in different ways to your actions, that is, they have different sensitivities to price
and advertising. Customer segments also appreciate product features differently and tend to use different distribution channels to purchase products.
Finally, the number of simulation rounds are adjusted even after the course has started.
The company can operate in two markets, Europe and Asia. The markets are of different size and have different growth rates. Depending on the case applied to your course, one market can be larger than the other in the beginning. It is important to identify the underlying sizes and growth rates of markets in order to time market entries
and set marketing effort sizes correctly.
There are four different customer segments in both markets. The segments react in different ways to your actions, that is, they have different sensitivities to price
and advertising. Customer segments also appreciate product features differently and tend to use different distribution channels to purchase products.
Finally, the number of simulation rounds are adjusted even after the course has started.
Prérequis nécessaires
Connaissances en / Notions clés à maîtriser
Basic knowledge in strategic and operational marketing.Supports pédagogiques
Mandatory tools for the course
- ComputerDocuments in all formats
- Syllabus- Other : Cesim User Guide
Moodle platform
- Upload of class documents- Coaching/mentoring
Additional electronic platforms
- Other : Cesim Business Game platformManuels/ouvrages obligatoires
Principles & Practice of Marketing" 6th ed,2009.Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1
Compétence mesurée
Non renseignée
Evaluation intermédiaire / contrôle continu 2
Compétence mesurée
Non renseignée
Evaluation finale 3
Compétence mesurée
Non renseignée
Seconde chance
Compétence mesurée
Non renseignée