The missions of this course are to explore the key issues facing European business today and to account for and to evaluate some of the strategic and operational responses to Europe's evolving environment.
Students are expected to read widely from a selection of leading European business magazines and to follow current events closely.
A central part of the learning-by-doing approach is the European Business Project which will take the form of a business presentation (in PowerPoint) and an academic paper (in Word) on the European business issues that a European company is facing. The project will include a PEST analysis of the environment, a company SWOT analysis, options/courses of action available and recommendations to the CEO on what actions to take.
Subjects covered in class will be:
- business and economy in the "new" Europe
- understanding the European Union
- the internal market; the Euro
- competition, aid and industry - EU policy action
- the European workforce : change and regulation
- strategy and the single European market
- marketing in the "new" Europe
- managing cultural diversity
- the greening of European business : environmental policies and development
- competing in the global marketplace
European Business, Mercado, Welford, Prescott, Prentice-Hall, 4th edition (2001)
class tests 20%; project and presentation 40%; final examination 40%