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2024/2025  KAN-CSAAO1008U  Commercial Business Project

English Title
Commercial Business Project

Course information
Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course Fourth Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for cand.merc. and SAM
Course coordinator
  • Torsten Ringberg - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Strategy
Teaching methods
  • Blended learning
Last updated on 14-05-2024

Relevant links
Learning objectives
Identify, evaluate, and apply a range of metrics/tools provided both by the StratsimMarketing simulation itself and the textbook in order to objectify and quantify otherwise hard-to-operationalize information/data.
  • Integrate and apply prior knowledge attained from areas, such as management, marketing, sales, accounting, finance, strategy, etc.
  • Identify and make strategic and tactical decisions, based on the analysis of a range of dynamic data sets, as you compete in a dynamic and competitive industry environment in small teams in a strategic simulation game.
  • Identify and use relevant metrics to guide your decision processes related to the strategic sales processes from a management perspective.
  • Identify and analyze relevant data across the 5 x Cs (company, consumers, competitors, collaborators, context (interest, bnp, etc.) to inform your strategic decisions, sales processes, and sales-actions.
  • Collaborate, delegate tasks, and make decisions within small teams under time-pressure.
  • Attain a holistic understanding of the complex interaction of a multitude of factors that affect pricing and sales.
  • Follow academic conventions in written and oral presentation.
Examination
Commercial Business Project:
Exam ECTS 7,5
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance, see also the rules about examination forms in the programme regulations.
Individual or group exam Oral group exam based on written group product
Number of people in the group 3-4
Size of written product Max. 15 pages
Assignment type Case based assignment
Release of assignment An assigned subject is released in class
Duration
Written product to be submitted on specified date and time.
10 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-point grading scale
Examiner(s) Internal examiner and second internal examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

Through a dynamic online simulation Stratsim Marketing game, where you compete against other companies, you will make ongoing decisions and see both the short-term and long-term impact of tactical and strategic decisions you make on revenue, profit, production, product sales, market share, etc in a company in which you serve as co-CEO. You will understand when, why, and how practitioners use different marketing and sales management tactics and principles to improve business performance. With this understanding, you will learn how to build, maintain, and manage a modern company that integrates the complex integration of multiple business functions, and thereby contribute to 'your' company's profitability and sales growth.

 

Content 
The course will have you apply marketing metrics that enable you to analyze data from the 5 x Cs, i.e., Competitors, Consumer segments, larger economic, socio-political Contexts, value Chain/Collaborators, and your Company in order to optimize your decisions throughout 8-10 periods. In participating in this dynamic simulation game, you learn about the impact of different strategies and tactical decisions related to R&D, sales, production, product development, marketing, distribution, financing, etc. as well as consumer needs and reactions, and competitors' re/actions. The simulation game requires you to choose among different possible actions and evaluate the effects and implications of these choices in an ongoing process across 8-10 periods.

 

Making decisions is a core capability for sales managers. Upon completion of this course, you will understand how to use data to substantiate your decisions and optimize sales performance.

 

Course progression

Commercial Business Project is a capstone course in the study program as it ties together the key learning objectives that faculty expect the student to have learned during the program.
Description of the teaching methods
Students will work in small teams that compete dynamically against other teams in a simulated auto industry throughout the course. In parallel with the strategic simulation game, students read the Stratsim Marketing Manual as well as a market-based management textbook. Students will learn a range of useful metrics they can use to collect and analyze data in order to make informed strategic and tactical decisions. Between decisions periods teams analyze and discuss data as well as prepare and implement a range of decisions across multiple domains. The class sessions cover relevant theories and methods (tools) for strategic decisions making and sales performance. Students turn in small written assignments. During some of the classes the instructor/s provide feedback on the groups' use of data to make decisions in their companies.
Feedback during the teaching period
The simulation game is inherently reflective providing students with continuous feedback through both online and offline channels.
Student workload
Teaching 33 hours
Preparation 123 hours
Exam 50 hours
Last updated on 14-05-2024