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Students in BrandPRO marketing simulation game

Published on 09 December 2019

At the end of October, 1 400 students from SKEMA’s Lille, Paris and Sophia Antipolis campuses were divided into 350 teams to play the role of a brand manager for three days against the BrandPRO simulation algorithm, in a “serious game” on brand management. The results were announced on 18 November.

​After six hours of lessons on the subject, the M1 (Master in Management, Grande Ecole) students formed teams of four or five to apply the brand management and strategic marketing concepts with the help of 18 coaches present across the three campuses. The goal: do their best to manage three brands against the simulation algorithm (seven brands), over a simulated period of five years. With each new decision, the brands evolved.

Marcos Lima (lecturer at SKEMA and programme director of the MSc International Marketing and Business Development in Lille), who ran this programme for the second year running, said: “The main purpose of this challenge is to give our students the opportunity to put themselves in a marketing director’s shoes. Several studies have shown that students learn a lot more by doing rather than merely listening: BrandPRO has been deployed at SKEMA on a large scale. It is an opportunity to combine conventional teaching methods with active learning practices.” 

Congratulations to the winning team of 2019, comprising Hugo Carreton, Joachim Granger, Alexandre Notebaert and Hassane Toure, with Laurence Nahmias as their coach.

They won the “BrandPRO Cup”, which will remain on display at the Sophia Antipolis campus until next year’s challenge, when it will be up for grabs once again.


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