An innovative distance learning approach using business simulation in Brazilian top business schools

1
An innovative distance learning approachusing
business simulationin Brazilian top business
schools
Daniel Augusto Motta Partner daniel_at_tectrain.com.b
r
Março - 2004
2
(No Transcript)
3
About WebMarketPlace in Brazil
4
International Figures
5
WebMarketPlace in Brazil
MarketPlace Annual Growth (in number of
participants)
Start-up large-scale MBAs ESPM Start-up MBA
Trevisan
Start-up MBAs Ibmec-SP Alcoa Latin America
(Venezuela, Chile, Colombia, Peru, Argentina,
Uruguay, Brazil)
Start-up FGV-EAESP (supported by national private
equity fund TMG)
6
Awards and Events
E-learning Brasil Cases ESPM, FGV and Ibmec (may
2004)
ABSEL Case ESPM (march 2004)
Brandon-hall 2004 Case ESPM (candidate)
POMS Case ESPM (may 2004)
7
Ibmec Manager Feedback

• In Ibmec Executive MBA, the WebMarketPlace
  has provided students with an excellent
  opportunity to apply the concepts and techniques
  developed for the course subjects to a situation
  with great complexity. A demanding experience
  with excellence results.
• Professor Irineu Gianesi
• Ibmec Executive MBA General Coordinator

8
ESPM Manager Feedback

• I am pleased with the interest and
  dedication to solve
• the problems faced during the course
  program. Thats
• essential to a successfull and fruitfull
  partnership. (...)
• I would like to thank the efficiency, hard
  working and
• commitment of TecTrain team in providing us
• WebMarketPlace business simulation
• Professor Claudinei P. Santos
• Business Administration Manager Executive MBA

9
What is WebMarketPlace?
10
Game Scenario

• The international microcomputer industry.
• The microcomputer industry is in its introductory
  stage of the product life cycle.
• Several other international firms are entering
  the market at the same time.

11
Chronology of Events

• Q1, organize the team, name the company and
  contract for a survey of potential customers.
• Q2, analyze market information, establish
  strategic direction and set up shop (build plant,
  design brands and set up a sales offices and/or
  regional web centers).
• Q3, test-market brands, prices, ad copy, media
  campaigns, sales staffing, and internet tactics.
  Determine production schedule for each brand.
• Q4, study end user feedback, competition,
  operating performance and financial performance
  and make adjustments in strategy.
• Q5, prepare a two-year business plan. Present
  business plan and financial request to venture
  capitalists and negotiate equity investment.
• Q5 Q12, initiate international roll-out
  campaign.

12
Market Segments
Mercedes
Traveler
Innovator
Performance
Work Horse
Cost Cutter
Price
13
Sales Offices
Montreal Toronto Calgary Vancouver
Paris Berlin Rome London
Beijing Shanghai Guangzho Tianjin
New York Atlanta Chicago Los Angeles
Curitiba Rio de Janeiro Sao Paulo Belo Horizonte
14
Regional Web Centers for E-commerce
Toronto
Paris
Chicago
Shanghai
Sao Paulo
15
Infrastructure of WebMarketPlace
Student 1
Virtual Team
Professor
WebMarketPlace Data Center (USA)
Student 2
Student 3
16
Focus on Leadership skills
Group 1
Group 2
Group 4
Market A
Group 3
Group 5
Venture capitalists onw one company in each
market anaylising continuously their companies
relative performance, defining goals to CEOs and
exchanging VP executives based on such performance
Group 6
Group 7
Group 10
Market B
Group 8
Group 9
Group 11
Group 12
Group 14
Market C
Group 13
Group 15
17
Focus on Leadership skills
Participants were divided into following
responsabilities CEO, VP Marketing, VP Sales, VP
Accounting e VP Manufacturing, each one with a
respective performance evaluation based on BSC
criteria in 360. feedback structure

• Strategic Planning
• Global Perspective
• Business Expertise
• Focus on Clients Needs
• Respect
• Communication
• Teamwork
• Leadership
• Integrity
• Response to Unexpected Changes
• Time Management

Best Companies to Work For
CEO
VP Marketing
VP Sales
VP Accounting
VP Manufacturing
18
Case ESPM Business School
19
ESPM WebMarketPlace Case

• Extensive and successful use of the
  WebMarketPlace Simulator in Brazil

• What is ESPM?
• ESPM is the third biggest Brazilian top business
  school (www.espm.br)
• ESPM is the biggest top business school in São
  Paulo
• What is the target audience for WebMarketPlace?
• Executive MBA Students of four cities of São
  Paulo

20
What ESPM wanted from us

• The most modern international business
  simulation available
• The possibility to blend both traditional and
  distance learning, challenging Executive MBA
  students
• A training partner capable of providing
  personalized support to professors and students,
  to train ESPMs professors and to provide
  continuous and effective backoffice.

21
Some Numbers
São Paulo State

• 04 São Paulo cities
• 570 Executive MBA Students
• 20 Professors
• 02 TecTrain Coachs
• 04 BackOffice Employees
• 19 Executive MBA Classes
• 76 WebMarketPlace Groups

22
Our Challenge

• TecTrains challenge has been to provide
  consultancy and support both before the start-up
  and during the WebMarketPlace

Before the Start-up
After the Start-up

• Instructional design
• Choice of Web MarketPlace level
• Professors training
• Professors Kit development
• Students Kit development

• General Coordination
• Backoffice
• Continuous improvement
• Professors coaching
• Students coaching

23
ESPM Professors Training Program

• 3 Training Programs
• 21 Teachers
• Online Support

24
Back Office

• WebMarketPlace instructional design
• Creation of 19 games with WebMarketPlace BM level
• ESPM professors and students registration
• WebMarketPlace Viewlet development
• Development of 18 e-mails with important messages
  and reminders to students and professors
• ESPM Professors and Students Kits development

25
WebMarketPlace Coaching
marketplace.espm.tutor_at_tectrain.com.br
marketplace.espm_at_tectrain.com.br

• Personalized Coach during classes
• Online Coach (messages are answered within 24
  hours)

• Students kit available at ESPM Intranet
• Online Coach (messages are answered within 48
  hours)

26
ESPM Students Opinion
Results Obtained in the Simulator
27
MarketPlace Brazilian Competition (planning phase)
28
National Competition
Intra- Competition MarketPlace Strategic
Corporate Management
3rd. Step (Final Prize) International Course
2nd. Step (MBAs versus 25 public
groups) MarketPlace International Corporate
Management
1st. Step (Open to public in general) MarketPlace
Venture Strategy (Portuguese version)
29
National Competition
MarketPlace
Coach TecTrain
marketplace.brasil_at_tectrain.com.br
Subscription Student kit Email coaching B2C
MarketPlace Venture Strategy Home Page
MarketPlace Brazil E-mail Coaching 24h Criteria
25 highest BSC
Prize Passport to 2nd step Advantage Pacckage
with event sponsors
30
National Competition
Opening Event International Lectures Start-up
MarketPlace ICM
Final Prize Criteria 10 highest BSC present
final report to a group of investors 1st. group
(international course in USA and Europe) 2nd.
group (international course in Latin
America) 3rd. group (discount 50 in MBA courses
in business schools supporting the event )
Coach Meeting Coachs and CEOs
Subscription Student kit Email coaching B2C
Business Plan Investors National Lectures
marketplace.brasil_at_tectrain.com.br
Coach Meeting Coachs and CEOs
Final Report 10 highest BSC International Lectures