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
- Sales and distribution
- Buying processes
- Strategic Marketing Communication
- CSR & Sustainability
- Digital Innovation
- Internationalization
Learning outcomes of the learning unit
Strategic B2B Marketing
- Analysing the different market dimensions that impact value for a specific company
- 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 an approach to sustain value
- Measuring outcomes and adjusting the strategy
- 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
- Understanding Integrated Marketing Communication (IMC) in B2B Markets
- Applying Content Marketing in B2B Markets
- Evaluating Brands in B2B Markets
- Measuring the impact of B2B Marketing
- Delineating Corporate Social Responsibility and Sustainability
- Understanding the Strategic Importance of Sustainable Business
- Implementing Sustainable Initiatives
- Analyzing the Fit of Sustainability Initiatives with Brand Equity
- Delineating Digital Transformation
- Applying (Digital) Innovation Approaches
- Crafting a Data Strategy
- 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
- 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
- With regard to a management problem, suggest ethical and socially responsible solutions that respect the principles of good governance
- Communicate in writing in a professional manner
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 13 - Visit Trendy Foods (Milmort)
December 20 - Visit EVS (TBC)
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 ( multiple-choice questionnaire, open-ended questions )
Written work / report
Continuous assessment
Additional information:
Written exam
Continuous assessment
Additional information:
50% of the total points will be based on an individual written exam and 50% 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