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L’atelier de L’Hybride, business game

The game in your module

L’atelier is played in very different courses, from digital marketing to business simulation. Each module has its own guide here, covering what your students decide in the game, the tools they take up in each round, how to organise the classes and how to assess them. Pick the title closest to your course.

Digital and data

Fundamentals and strategy

Communication, retail and management

Digital marketing

Also known as “E‑marketing”, “Web marketing” or “Advanced digital marketing”.

Covered today

Students build their company’s campaigns themselves in Google Ads and Meta Ads, on a callback request page, a business profile, by email and on WhatsApp. Each team has a budget per round and targets the same customers and the same searches as the other teams in the class.

The tools, round by round

  1. Preparation

    The brief and the company

    • Objectives and strategy

  2. Round 1

    Black Friday week

    • Media plan
    • Google Ads
    • Meta Ads
    • Social media
    • My website
    • Business profile

  3. Round 2

    The race for gifts

    • TikTok
    • Callback request
    • Customer relations
    • Results and market

  4. Round 3

    The home stretch and New Year

    • TikTok · Ads
    • Influence
    • My website · SEO pages
    • My website · AI assistants

  5. After the session

    The report and the presentation

    Written report, then a presentation of about ten minutes per team.

What students decide

They split the budget across channels, choose keywords and bids, define audiences, write the ads, which the platform reviews before they run, and choose the page each ad leads to.

What you assess

You assess how each team ties its campaigns to its objective and what it changes when a channel performs badly. You see it in the decision memos, the written report and the presentation, described further down under “How to assess”.

How the session unfolds

Before the first round
Teams read the market brief, create their company and set their objective.
During a round
The platform reviews every ad published. A rejected ad can be corrected before the round closes.
After each round
Each team receives its report and its diagnosis, which you discuss in class before the next round.

PlannedShopping, display and YouTube campaigns and A/B tests are planned.

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The teacher’s guide, provided with access to the game, gives the recommended settings for this module, an assessment grid and a text to reuse in the module description.

For now, every module guide is played on the toy shop scenario during the festive season. The companies, customers and figures in the game are fictional.

Class formats

Whatever the module, a session has a preparation round, in which teams read the brief and create their company, followed by three decision rounds. It fits into a single day or spreads over several weeks, and you set the length of each round when you create the session.

Short format

All three rounds in one intensive day.

Morning
You present the assessment grid, then the teams play the preparation round (30 minutes) and the first round.
Late morning
You publish the results of the first round and discuss them, then the teams play the second round.
Afternoon
The teams receive the results of the second round and play the third. You publish the final results and lead the closing debrief.
Afterwards
The teams hand in their written report. Presentations take place in a later class or during the exam slot.

Long format

One round per class, over three or four three-hour classes spread across several weeks.

Class 1
You present the assessment grid. The teams play the preparation round, then the first round, which you close at the end of the class.
Class 2
You publish the results of the first round at the start of the class and discuss them, then the teams play the second round.
Class 3
You publish the results of the second round and discuss them, then the teams play the third round.
Class 4
You publish the final results and lead the closing debrief, then the teams give their presentations. Without a fourth class, presentations take place during the exam slot.

How to assess

The game records each team’s decisions, round by round. You can therefore grade the quality of those decisions and their rationale, whatever the ranking says.

Every round, students write a decision memo setting out what they read in their results and what they are changing. At the end of the session, each team hands in a written report and gives a presentation of about ten minutes, drawing on the charts in its report.

The game also suggests a grade per criterion, which you can keep, change or set aside. The teacher’s guide gives a grid and an indicative marking scheme for each module.

Other modules

Other modules will be covered as new scenarios and new tools join the game. Tourism marketing will come with the hotel scenario, customer relationship management and loyalty with a customer base carried over from one round to the next. Sales and negotiation, as well as international marketing, are also planned. If your course goes by another title, mention it in your demo request, along with its level and timetable.

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