- Course format
|Working language : ||
|Volume of contact hours : ||27 h|
|Workload to be expected by the student : ||108 h|
- Course track
Track : Attendance
"Attendance" track :
Attendance at lecture / tutorial classes and intermediate / final exams is mandatory. As evaluation of in class work constitutes an essential element of grading,
any absence will be penalized and is taken into account for grading purposes (see academic rules and regulations).
"Autonomous" track :
Attendance at intermediate / final exams is mandatory, but students are free to attend lecture / tutorial classes.
For all Master programs and all other programs realized in the form of dual internships (apprentissage), attendence at lecture / tutorial classes and intermediate / final exams is entirely mandatory. Therefore, only the "Attendance" track can be selected.
Contribution of the course to the educational objectives of the programme
How the course contributes to the programme :
This 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 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
- Educational organisation
- In class
- In groups
- Games (educational, role play, simulation)
- Learning outcomes
Upon completion of this course, students should be able to: :
- Employ marketign tools and concepts seen all along their studies
- Analyze a competitive environment and figure out options to create value for customers and the company
- Plan a consistent marketing plan, long-term
- Appraise their managerial practice within a team
A series od decisions taken all over a 3 days long period.
'Incidents' might occur, as in real business life
On the last day, teams are asked to assesss how they managed the company
- Teaching material
- Documents in all formats
- Case studies
- Office Pack (Word, Excel, PowerPoint, Access)
- MS EXCEL
- MS POWERPOINT
- Recommended reading
- Major works :
- Further reading :
- Research works by EM Strasbourg :
- Intermediate evaluation / continuous assessment 1 : last session
written + oral / in group / English / weighting : 35%
additional information : Resutls and ranking reached at the end of the business simulation
This evaluation serves to measure LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3, LO4.2
- Intermediate evaluation / continuous assessment 2 : last session
oral / individual / English / weighting : 25%
additional information : Individual involvement all along the business simulation: active participation, teamspirit, attitude towards teammates, presence
This evaluation serves to measure LO1.1, LO1.2, LO1.3, LO2.2, LO2.3
- Final assessment : last session
written + oral / in group / English / weighting : 40%
additional information : Final presentation including final report to be sent within 48 hours.
This evaluation serves to measure LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3
- Grounds for expulsion from classes
Such behaviors as...
- arriving late, leaving early or unannounced leaving of the classroom during class time
- disruptive eating or drinking in class
- using smartphones and laptops for non class-related purposes
- reading non class-related documents
- chatting on non class-related issues
- showing disrespect towards lecturers
... may lead to expulsion from classes.