Doing Business in Europe

ESCP Business School via Coursera

Go to Course: https://www.coursera.org/learn/doing-business-in-europe

Syllabus

Introduction

Unit 1: Approaching the European market(s)

The European market(s) are multiple yet increasingly integrated. That’s the reason why this first unit is dedicated to the topic “Approaching the European market (s)”. You will understand why Europe is the most important economic market in the world with an access to 600 millions of consumers and an accelerating growth. You will have an input on the Eurozone, which allows a fluent payments and transfers system with no currency costs and minimal administrative formalities. And you will get insights on the quality of business and life in Europe: Efficient transports, business friendly metropolis and beautiful cities…

Unit 2: Innovating in Europe

Doing business in Europe should start with a reflexion on how to innovate from the very beginning. That is the topic of this second unit “Innovating in Europe”. You will discover why Europe is an outstanding place for creativity: with a long history of establishing relations between business and creative minds, relentlessly bringing creativity to the core of organizations. You will get insights on Digital marketing, a MUST for the European market as a great opportunity to reach European consumers and engage them in new offers; a real opportunity for SMEs!

Unit 3: Investing in Europe

Where and how to invest in Europe? This unit “Investing in Europe” deals with location and entry mode choices in the European context. You will be trained to ask the right questions to choose the right location in Europe. You will discover that Europe is the largest market for franchising with a great potential for development, an opportunity to rapidly develop corporate positions in various European markets. And you will get insights on how to complete successfully a company acquisition process in Europe.

Unit 4: Building the value chain

In this unit, we present the ways to reach out to European customers in terms of supply chain and retail management “Building the value chain”, a continent with a challenging geography and a vast diversity of providers and consumers. You will learn that supply chain management is a key factor of success in Europe but it requires developing strong competencies to deal with national singularities. You will learn that retail management in Europe is unique: notably innovation, streamlining the go-to-market process, driving the most advanced market in the world towards sustainability

Unit 5: Integrating the diversity

Doing business in Europe unavoidably entails being confronted to its diversity. This unit on “Integrating the diversity” tries to make sense of this diversity and the ways to manage it. You will be better aware of the key challenges when managing European teams and notably key points as communication, conflict, cultural differences and diverse work styles. And you will also better understand why negotiation with European partners implies cultural intelligence and awareness.

Overview

Welcome to the MOOC “Doing Business in Europe”! Europe is a major world trade partner as well as a place where to acquire significant business experience. This is the reason why this MOOC has been designed with the view to explaining and guiding you in doing business in Europe. Do you really know Europe? How should you consider and approach the European continent? What business lessons can be drawn in a European perspective? With a dozen contributions from academics in the various domains of m

Skills

Leadership And Management strategy Negotiation

Reviews

Interesting course and well developed. Just need some update as some information/data is outdated.

amazing and very useful course in growing one's career graph professionally

I really enjoyed the course, really good insights aboout the european markets even for someone who was already working in a european company (italian) for 5 years.

Excellent overview for doing business in Europe, especially for foreign firms. Great cultural and communicative insights!

Different lecturers from different background really widened my horizon. Thanks a lot.