Alternating Master in Sales Management


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In less than 20 years, the role of sales professionals has been totally transformed. Increased competition, a tougher market and unbridled digitalization have changed the rules of the game. More than ever, the company must adapt by imagining new ways of thinking, collaborating and doing, thus leading the sales function to question itself and modifying the practices of sales people.

The focus is on the various cross-functional dimensions of the company related to sales, such as strategy, management control, pricing policy, the business environment, e-business, innovation, commercial law, sales force management, logistics, sales techniques and commercial negotiation rules.

What makes it special? Articulate periods of theoretical training given at HEC Liège at a rate of 2 days per week and periods of activities in the company at a rate of 3 days per week for the acquisition of knowledge and skills from professional experience.

For whom?

The Master's degree in Sales Management is intended for holders of a professional bachelor's degree in sales:

  • wishing to obtain a specialization associated with their initial training through a 120-credit university master's degree ;
  • wishing to immerse themselves in the "real world" of business for two years;
  • wishing to develop skills specific to the exercise of a sales executive function;
  • wishing to acquire not only academic knowledge, but also professional knowledge.

What our Students say about it

My professional immersion went very well. This year was a source of new encounters and challenges, excellent in short!

Mathieu Valkenborgh


The advantages of this master

  • Unique in Belgium
  • Innovative program because it is totally organized on a sandwich basis
  • Interactive pedagogy inspired by the "Learning by Doing" approach
  • Acquisition of a first long professional experience
  • Practical application of theoretical knowledge
  • Highly coveted exit profile by companies
  • An extraordinary student life
  • A Master Thesis (TFE) allowing to combine academic reflection and professional expertise.
  • Co-organization between HEC Liège and 4 Hautes Ecoles in the Wallonia-Brussels Federation (HELMo, Hénallux, HEPL, ESA)
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Skills acquired at the end of the Master

Upon completion of this master's degree, students will be able to:

  • Conduct a commercial project in its entirety (design, steering, team coordination, implementation and management, evaluation, dissemination);
  • Translate the company's strategy into a commercial and operational marketing strategy (offer, product, brand, positioning, action plan);
  • Identify and analyze the expectations and needs of prospects and customers;
  • Define and implement a loyalty and customer relationship management strategy;
  • Develop sales to new markets;
  • Contribute to the company's transversal processes in a "global marketing" approach;
  • Use Sales Analytics and Data Management tools independently;
  • Integrate digital into the sales strategy and operations;
  • Measure and control sales performance;
  • Design and develop commercial innovations;
  • Manage the sales development strategy within the sales network.

What our Students say about it

We were all excited to be part of the MSMA class and to discover a totally innovative program. My integration into the company was quick. My tasks are varied, enriching and in line with the training.

Najoua Jabri


Professional openings

The Master's degree in Sales Management prepares you for the job of sales executive and offers you great career prospects such as Business Developer, Sales Manager, Sales Marketing Director, E-commerce Manager or Key Account Manager. 


Do you need more information?

Sandrine Wouters2

Sandrine WOUTERS

Program Manager MSMA

+32 4 232 74 19

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updated on 11/17/23

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