Strategic Decisions in Marketing
BAI 3A Bachelor Affaires Internationales
List of lecturers
|Contact hours - lecture
Pedagogical contribution of the course to the program
Mettre en place un management responsable par des pratiques reflétant les valeurs d’éthique, de diversité et de développement durable
|Analyze the challenges related to the values of diversity, ethics and sustainable development
|Apply the concept of corporate social responsibility
|Integrating sustainable development goals into business deployment
Pratiquer un management à impact dans un environnement multiculturel et international, porté par un "European mindset"
|Prioritize impact management taking into account the economic and social issues supported by a European mindset
Appliquer un management à impact grâce aux connaissances et aux outils de base dans les domaines du management
|Expose the managerial issues
|Apply managerial concepts and practices
DescriptionThis course is a business simulation. Participants are organized in teams, and are to manage the marketing department of a large corporation. Teams are competing with several other firms in a same industry. Each team is responsible for formulating and implementing the long-term marketing strategy of your division. In particular, teams have to: - Work in a highly competitive market - Target consumer segments and position your products - Interface with R&D to design and develop new products - Launch new products and improve existing ones - Interface with the production department - Make marketing mix decisions: pricing, advertising, … - Decide on the size and priorities of your commercial team - Order market research studies to get up-to-date information for decision making. The objective is to maximize the Share Price Index of the company, which takes into account several indicators including net contribution generated, product market share, ability to grow the organization’s revenues and the quality of projects successfully completed.
In group- Exercises
- Games (educational, role play, simulation)
OthersNo items in this list have been checked.
Cognitive domainUpon completion of this course, students should be able to
- - (level 3) Employ marketing tools and concepts seen all along their studies
- - (level 4) Analyze a competitive environment and figure out options to create value for customers and the company
- - (level 5) Plan a consistent marketing plan, long-term
- - (level 6) Appraise their managerial practice within a team
Affective domainUpon completion of this course, students should be able to
None affective domain have been associated with this course yet
OutlineThe cohort is split in several teams and each team is managing a company, with a special (but not exclusive) focus on strategic marketing. Teams are competing one against another. A set of managerial decisions are taken all over a 3 days long period, and teams receives a individualized feedback after each of these decisions. Also,'Incidents', crisis situations might occur, as in real business life. On the last day, teams are asked to assess how they managed the company. A presentation is made by each team to the board of the company.
No prerequisite has been provided
Knowledge in / Key concepts to masterMarketing Fundamentals OR Marketing Management OR Brand management OR Introduction to Corporate Finance. None of these courses is required, but recommended.
Mandatory tools for the course- Computer
Documents in all formats
- Case studies/texts
SoftwareNo items in this list have been checked.
Additional electronic platformsNo items in this list have been checked.
Best, R. (any year of publication), Market-Based Management. Pearson Grant, R. (any year of publication), Contemporary Strategy
No reading material has been provided.
EM Research: Be sure to mobilize at least one resourceTextbooks, case studies, translated material, etc. can be entered
No reading material has been provided.
List of assessment methods
Written and oral / Group / English / Weight : 30 %
Details : Activity reports - Starting Situation Report and/or Management report -
This evaluation is used to measure ILO1.2-BAI, ILO1.3-BAI
Written (30 Min.) / Group / English / Weight : 40 %
Details : Teams' results at the end of the business simulation
Written and oral (30 Min.) / Group / English / Weight : 30 %
Details : Team final presentation and/or report