Toulouse Business School Summer · PDF file · 2014-04-09Toulouse Business School Barcelona Summer School Spain ... El Agraa, A. (2011) The European Union: Economics and Policies

Toulouse Business School Barcelona Summer School

Spain

Summer A multicultural way of learning

SchoolToulouse Business School

Syllabus & Course outlines 2012

www.esc-toulouse.fr/barcelona-summer-school

European issues in a Global Economy

Contents

2012 edition programme p.1

Overall module description p.1

Course 1: Economy of the European Union p.2

Course 1 syllabus p.3

Course 2: Marketing practices in Europe p.6


Course 3: Managing in Europe p.8


Further Information and Contacts p.10

www.esc-toulouse.fr/barcelona-summer-school

w to get there?

2012 Edition ProgrammeThe 2012 edition programme will consit of: 60 contact hours displaying one solid block module European issues in a global economy made up of academic courses & academic/professional presentations. All business courses are taught in English. Attendance and class participation are part of the assessment.* 20 hour Spanish language course run by International House. For native Spanish speaking students, a French language course will be offered as an alternative.* 3 company visits and 3 cultural visits.* optional cultural activities and social events.

Dates : 18 June 2012 - 13 July 2012

An optional welcoming session will take place on the 16th of June 2012.

* Attendance to these events is mandatory.

Overall module description

European Issues in a Global Economy

TITLE: European Issues in the Global Economy

CREDITS: 12 ECTS (the equivalent of 6 American Credit Hours)

CONTENT & OVERALL OBJECTIVES : The course aims to develop students understanding of the European Business Environment so that they can better assess its impact on enterprises and their operations. It will provide an overview of the key practical implications of the policies of the European Union for business.

Furthermore this course will create awareness as to the particularities of marketing approaches and practices in Europe with a special highlight of the French approach which is used in other European countries. A special focus is given on world success attained by some French companies.Finally, this course will sensitize students to the skills involved in managing across cultural differences and to understand the unity and diversity of Europe.

SKILL OUTCOME: Master the indepth knowledge of reasons for and processes of the integration into the European

Toulouse Business School Barcelona Summer School - 2012 edition page 1


Union, of European Marketing practices and European Management issues. Understanding the Unity and Diversity of Europe in the global context and manage success-fully in the international company. LEARNING OUTCOME: By the end of this course students should: Be familiar with European Issues in the economic, marketing and management context. Understand the rational for various policies in EU and the business and management issues in Europe and beyond. Understand the European Consumer and how to do business in Europe. Understand and be able to critically assess the impact and the role of the EU on the world economy.

CLASS SYLLABUS (Courses headings): Economy of the European Union Marketing Practices in Europe Managing in Europe

ASSESSMENT METHOD: Three assessments across the modules with classwork, case studies and written final examinations (40%).

The module « European Issues in a global economy » is divided into 3 main academic courses:

Course 1 description

Economy of the European Union

TITLE: Economy of the European Union

OBJECTIVES: Any business operating in the European Union (EU) today is affected by the decisions made within the EU institutions in Brussels. The course aims to develop students understanding of the objectives and workings of the EU so that they can better assess its impact on enterprises and their operations. It will also provide an overview of the key practical implications of the policies of the European Union for business as well as some indications of the complexities which still exist within the ‘single’ market.

SKILL OUTCOME: The indepth knowledge of reasons for and processes of the integration into the European Union, of policies of the European Union and of the relations between the European Union and other international organizations and states.


Development of necessary abilities for understanding the European Union economy and trade, and interpreting, applying and further researching the euroindicators to better assess the impact of the business environment on enterprises.

LEARNING OUTCOME: By the end of this course students should: Be familiar with the integration process of the EU Understand the rational for the industrial, agricultural, economic policies of the EU Understand the role of the Economic Monetary Union Be able to analyse and critically assess economic developments within the European Union Understand and be able to critically assess the impact and the role of the EU on the world economy

CLASS SYLLABUS (Topic headings): Economy of the European Union Doing business in the European Union Key European policies of relevance to business European labor market European monetary integration European financial crisis Competitive status of the EU

ASSESSMENT METHOD: Classwork and Case Study 60 % Written examination 40 %

INDICATIVE TEXT : El Agraa, A. (2011) The European Union: Economics and Policies (9th Edition), Cambridge University Press Rugman, A.M. and Collinson, S.C. (2009). International Business (5th Edition), FT Pearson/Prentice Hall. Chapter 16.

Course 1 Syllabus: Economy of the European Union

Part I : European Economy

OBJECTIVETo provide students with basic knowledge of data for short-term economic analysis of the evolution of the economic activity in the European Union. Moreover, to develop abilities to assess the origins of the economic disparities across EU and to predict the forthcoming economic trends.


Size of the European economy Economic disparity across the EU (Euroindicators: GDP, economic growth, population, inflation, unemployment, public debt, life expectancy, quality of living) European natural resources: their demand and sustainable management, energy policy

Part II : Doing business in the European Union

OBJECTIVETo consider business opportunities in the European Union Single Market and to examine the im-plications of the free movement of factors of production. In addition, to describe the dynamic forces that influence the European business environment.

The Single European Market Business environment in Europe: investment incentives, entrepreneurship, grants, R&D. Production and trade in the EU: trade patterns and trends, trade policy, trade protection, barriers to EU market access.

Part III : Key European policies of relevance to business

OBJECTIVETo provide students with an overview of the various policies across Europe relevant to business and to analyse their impact inside and outside the EU

Competition policy Common Agricultural Policy Social policy Environmental policy Lisbon Agenda

Part IV : European labor market

OBJECTIVE Understanding patterns of labor market integration in Europe based on European employment initiatives and a comparative study of the working conditions in the EU member states.

Wages Unemployment Trade unions and strikes Working conditions Job opportunities Employment initiatives Labor mobility


Part V : European monetary integration

OBJECTIVETo acquire knowledge on monetary aspects of the EU economy. To analyze costs and benefits of the monetary union and national financial adjustment towards the EU, and its impact on business.

Inflation and HICP European Central Bank: role and tasks European monetary policy: strategy and instruments The Euro – benefits and risks of common currency

Part VI : European financial crisis

OBJECTIVETo enhance students’ understanding of the present global financial problems in Europe by exami-ning the impact and consequences of the crisis as well as possible solutions (practical implemen-tation).

EU economic crisis: causes, consequences and responses European sovereign debt crisis

Part VII : Competitive status of the European Union

OBJECTIVETo analyze the European Union’s economic position in the world and to try to forecast business conditions in Europe.

The EU economy in a comparative perspective: the EU and its main competitors, USA and China Strategic analysis for the EU: identifying the competititve advantage of the EU economy, as well as its weaknesses, opportunities, challeneges and threats

COURSE INSTRUCTOR : JOANNA POUSSETPHD IN ECONOMIC ANALYSIS, UNIVERSITAT AUTONOMA DE BARCELONA

PROFESSOR OF ECONOMICS AND FINANCE, TOULOUSE BUSINESS [email protected]




Marketing Practices in Europe

TITLE: Marketing Practices in Europe

OBJECTIVES: To create awareness as to the particularities of marketing approaches and practices in Europe with a special highlight of the French approach which is used in other European countries. A special focus is given on world success attained by some French companies.

SKILL OUTCOME: The ability to take account cultural differences in the marketing planning process.

To become aware of different cultures in Europe to determine whether the existence or not of one European market

LEARNING OUTCOME: Understand the particularities of the European market environment and their application to marke-ting and the planning process.

CLASS SYLLABUS (Topic headings): The European consumer, main characteristics, compared with USA, Japan and so on… cultural choc guaranteed! Marketing Spirit and Consumer Behavior Model, to better understand what we do as a Marketing Manager, The Communication Strategy and tools, with practical examples Case Study on world success : L’Oreal and Club Med success stories – Introduction to their market and Explanation of l’Oreal success (Cosmetic field), and Explanation of the necessity of repositioning for Club Med (Tourism area) Company visit - AENA Barcelona Airport (subject to availability) Team Work : case studies

ASSESSMENT METHOD: Class participation 20 % Cases studies 40% Written examination 40 %

INDICATIVE TEXTS : A knowledge of basic marketing principles is assumed. Extensive handouts or articles and readings from major European journals will be supplied on the spot.


Course 2 Syllabus: Marketing practices in Europe Part I: The European consumer

Main characteristics of the European consumer, compared to the USA one and to other countries; In term of demographics, socio economics and cultural items Highlight the difference between the Northern European countries and the Southern European countries, with video Conclusion: should you want to develop your business in Europe, global Marketing as against one European market, or act local?

Part II: Marketing spirit

Main Marketing concepts, and focus on the positioning, central in Marketing The Marketing plan The principal consumer behavior models The CCA lifestyle model How the CCA model is applied (video and many professional examples to better unders-tand the model)

Part III: The Advertising World

The theoretical framework , The communication strategy The different tools ( above and below the line) to send a message Classification of the Advertising Agencies in Europe and in the World How to work with an advertising agency French advertising law and evolution within the European integration The way of doing advertising in Europe and in France (video)

Part IV: 2 world success of French companies

How to explain the L’Oréal success, The main characteristics of this market and the main key factors Introduction of “l’Oreal “ How we can explain the success of this CompanyIntroduction to “Club Med” and focus on the main Specificities of the service area

Part V: case studies

Club med (Time allowing, Plenitude case)


COURSE INSTRUCTOR: NICOLE MIQUEL-BELAUD MSC POLITICAL SCIENCE (SCIENCE PO PARIS) , MSC IN EUROPEAN ECONOMICS SPECIFICITES

( UNIVERSITY OF PARIS-PANTHEON) DES IN ECONOMICS (FIRST PART OF PHD-UNIVERSITY OF PARIS- PANTHEON SORBONNE)

[email protected]


Managing in Europe

TITLE: Managing in Europe

OBJECTIVES: To sensitize students to the skills involved in managing across cultural differences and to unders-tand the unity and diversity of Europe.

SKILL OUTCOME: The ability to adapt to different cultural environments and to manage effectively in an intercultural European as well as global context.

LEARNING OUTCOME: Understand how national culture influences business conduct and management styles. Understand the relationship between culture/language perception and communication. Understand the issues confronting the HRM process in Europe and the challenges of increasing labour mobility extended to include Eastern Europe and beyond.

CLASS SYLLABUS (Topic headings): National Culture and its Impact on Business & Management (Cross-Cultural Management & Diversity). Intercultural Communication. European Human Resource Management and Employment Relations.

ASSESSMENT METHOD: Classwork and Case Study 60 % Written examination 40 %


INDICATIVE TEXT : Schneider, S. C. and Barsoux, J.-L. (2003) - Managing across Cultures, 2nd edition.London : Pren-tice Hall. Perkins, S.J. and Shortland, S.M. (2006) Strategic International Human Resource Management. 2nd edition. London & Philadelphia: Kogan Page. [1999] Marginson, P. and Sisson, K. (2006) - European Integration and Industrial Relations, Houndmills Basingstoke: Palgrave MacMillan.

Course 3 Syllabus: Managing in Europe

Part I: National culture and its impact on business & management

OBJECTIVE Understanding how national culture influences business conduct & management styles with parti-cular reference to Europe.

What does culture mean ? Determining national cultures Why cultural differences ? The influence of national culture on management styles The management of diversity

Part II: Intercultural communication

OBJECTIVE Understanding the relationship between culture/language perception and communication.

A definition of communication Communication models Verbal expression versus nonverbal expression The influence of language on perception of the external world Customs and tradition at national and regional levels Education, culture, communication, and decision making

Part III: European (human ressources) management

OBJECTIVEUnderstanding major human resource management issues arising from the internationalisation of business with particular emphasis to Europe.

Toulouse Business School Barcelona Summer School - 2012 edition page 9Toulouse Business School Barcelona Summer School - 2012 edition page 9

European labour mobility International Mobility and expatriation policies Recruitment and staffing policies Training and development of European Managers Performance of international managers Human resource management strategies The emergence and integration of Eastern Europe

COURSE INSTRUCTORS : CORDULA BARZANTNYPHD INTERNATIONAL MANAGEMENT UNIVERSITE TOULOUSE I

MMD EURO-ARAB MANAGEMENT SCHOOL, GRANADA.SIEMENS AUTOMOTIVE S.A. - MANAGEMENT CONTROLLER

MIM ESC TOULOUSE DIPLOM-KAUFFRAU TECHNISCHE UNIVERSITÄT BERLIN

[email protected]

Further Information and ContactsFor further information, have a look on the Toulouse Business School Barcelona Summer School official webpage: http://www.esc-toulouse.fr/barcelona-summer-school

Follow us on Facebook: http://www.facebook.com/ToulouseBusinessSchoolBarcelonaSummerSchool

Or contact directly:

Rassem HADDAKSummer School AssistantPhone : +33 (0)5.61.29.47.58Email : [email protected]

Corinne GARCIA-MACCIONNAITHHead of International Relations Inbound Students Master’s ProgramEmail : [email protected]


Documents

Toulouse Business School Summer · PDF file · 2014-04-09Toulouse Business School Barcelona Summer School Spain ... El Agraa, A. (2011) The European Union: Economics and Policies