• TEACHING PLAN FOR
CULTURE AND BUSINESS
IN EUROPE
1. Basic description
Name of the course: Culture and Business in Europe
Area: International Business
Profile: Europe
Academic year: 2014 – 2015
Term: 1st
Degree/Course: Bachelor’s Degree in International Business and Marketing
Code: 40101
Number of credits: 4
Total number of hours committed: 100
Teaching language: English
Lecturer: Cristina Danón
Timetable:
GROUP1
Lectures
Tuesdays 8:00 - 10:15 h.
Seminars
Thursday 101 8:00 – 8:55 h. / 102 9:00 – 9:55
GROUP 2
Lectures
Tuesdays 10:30 - 12:45 h.
Seminars
Thursday. 201 10:45 - 11:40 h. / 202 11:45 – 12:40
Tutoring Sessions: Tuesdays 13.00 -14.00 h
2. Presentation of the Course:
Students will get an overview of the European market and the main cultural
characteristics as well as the business environment in each country. They will learn
the relevant tools for the European market entry according to the market rules and
conditions, how to evaluate the potential of each country, how to determine the
choice of the different distribution channels as well as to obtain useful market
information, with the following outcomes:

Examine a significant portion of the European experience and seek to define
those elements that have given European culture its unity and its
distinctiveness

Understand and appraise the main characteristics of the European market,
both from a business and cultural perspective.

Identify business trends and opportunities in Europe.

Develop a strategic approach for doing business in Europe.

Learn about European business experiences

Understand how to apply the business opportunities and challenges of the
European
markets for European and non-European firms.
3. Competences to be achieved in the course:
General Competences
Specific competences
Instrumental competences:
Disciplinary Competences
G.I.1 Ability for analyse and synthesise
information
G.I.2 Ability to relate concepts and
knowledge from different areas and for
organisation and planning
• G.I.8 Ability to retrieve and analyse
information from different sources
• G.I.9 Decision-making
Interpersonal competences
G.P.2. Appreciation and understanding of
diversity and multiculturalism
G.P.6. Ability to use information from
classes and workshops for critical
strategic thinking. Capacity to transpose
theory from this course into practical
examples
G.P.7. Capacity for generating new ideas
G.P. 8. Capacity to adapt to new situations
G.P.17. Research skills
E.D.2 Recognise and assess the duties of
international economics institutions and their
impact on business activity.
E.D.3 Understand and
recognise the
geopolitical , social, and cultural dimension
of a wide range of economic activities
E.D.4 Provide an economic and political
perspective of different areas in the world
and facilitate a critical comprehension of
their current processes
E.D.5 Identify the economic, cultural,
political, legal, democratic and business
environments
that
may
represent
opportunities
and
threats
for
the
development of business a
Professional competences
E.P.13 Improvement of communication and
negotiation skills, both oral and written
Systemic competences
G.S.2 Ability to observe
G.S.7 Promotion and respect towards
E.P.16 Adaptation of the communication
style to different audiences, understanding
cultural differences in communication and
multicultural values: respect, quality.
Solidarity, commitment
conveying multicultural abilities
E.P.17. Ability to express and understand
spoken and written communication in
English at an advanced level in the
international business environment.
E.P.20. Ability to confront and understand
the business culture and environment and
propose real solutions to specific problems in
the organisation.
E.P.20 Ability to confront and understand the
business culture environment and propose
real solutions to specific problems in the
organisation.
The above competences interrelate with the basic competences set out in Royal
Decree 1393/2007, namely:
a. competence to comprehend knowledge, on the basis of general secondary
education
b. competence to apply knowledge to day-to-day work in international
management or
marketing, in particular, ability to develop and defend arguments and to solve
problems
c. competence to gather and interpret relevant data, enabling the development of
critical judgements on the economic and social reality
d. competence to communicate and transmit information (ideas, problems,
solutions) to a specialised and non-specialised public
e. competence to develop learning activities in a relatively autonomous manner.
In order to establish a correspondence between the basic competences and those
developed in the degree, these are grouped according to two criteria. Thus, the
competences developed in the subject are structured into those
that are seen as a development or specification of basic competences and those
that define the professional profile of the graduate, with respect to general and
specific competences.
Basic competence : understanding of knowledge
I. General competences G.I.8, G.S.2, G.P.2; G.P.6
II. Specific competences E.D.3, E.P.20
Basic competence application of knowledge
I. General competences G.I.2, G.I.8,
II. Specific competences E.P.16, E.P.20
Basic competence: gather and interpret data
I. General competences G.I.1; G.P.17
Basic competence: communicate and transmit information
I. General competences G.I.1, G.P.6,
II. Specific competences E.P.13, E.P. 16, E.P.17
Competences that define the professional profile which are not included under basic
competences
In general, these competences combine the following key elements for
professionalizing students in the area of international business and marketing:
- provide students with the capacity to adapt to dynamic teams and environments
- provide students with the capacity to create their own integral vision of the
operation of a
business or international marketing project
- provide students with the capacity to take complex decisions and carry out
negotiation
processes
I. General competences G.I.9, G.P.2, G.P.8; G.S.7
II. Specific competences E.D.5, E.P.20
Own competences of the subject
Ability to empathise with and adapt to the European business environment.
4. Contents
The contents of the course will be as follows:
Unit 1. Introduction
▪ Introduction to the European economy.
▪ Free trade agreements.
▪ European markets potential.
Unit 2. The distribution channels in Europe
▪ The distribution channels for consumer goods.
▪ The distribution channels for industrial products.
▪ The distribution channels for services.
▪ Selection factors.
Unit 3. Find the right business partner in Europe.
Unit 4. The main players in Europe
Cultural & economic aspects. Business environment & business opportunities
▪ Germany.
▪ The United Kingdom.
Unit 5. The main players in Europe.
Cultural &economic aspects. Business environment & business opportunities
▪ France
▪ The Benelux countries
Unit 6. The Southern countries.
Cultural & economic aspects. Business environment & business opportunities.
▪ Italy
▪ Spain
▪ Portugal
▪ Greece
Unit 7. The Eastern countries in The UE
Cultural & economic aspects. Business environment & business opportunities.
▪The Czech Republic
▪ Slovakia
▪ Poland
▪ Hungary
▪ Romania
▪ Bulgaria.
Unit 8: The Nordic countries
Cultural & economic aspects. Business environment & business opportunities
▪Finland
▪ Denmark
▪
▪
▪
▪
▪
Sweden
Norway
Lithuania
Latvia
Estonia
Unit 9: Balkan Republics
Cultural & economic aspects. Business environment & & business opportunities
▪ Croatia
▪ Bosnia and Herzegovina
▪ Serbia
▪ Montenegro
▪ Kosovo
▪ Macedonia
▪ Albania.
Unit 10. The former Soviet Republics
Cultural, economic aspects. Business environment & business opportunities.
▪ Belarus
▪ Ukraine
▪ Russia.
Teaching and Learning
The lecturer will present each topic during the classes in PPT slides.
All students are expected to prepare and study the assigned cases and readings
according to the schedule in this syllabus.
A great emphasis is placed on the interaction between theoretical and practical
aspects. The case method is used to sharpen analytical skills and team problemsolving abilities. Experiences and cases from different situations will be shared and
developed through classes and seminar discussions. Students are expected to take
part in the class and seminars activities and to do their homework every week.
5. Assessment
Assessment will be based on 6 parameters:
▪
▪
▪
▪
▪
▪
Assesment
elements
Group case
presentation
Students
Participation
Homework
presentation
Individual
project
Surprise
cases
or
tests
Final exam
Case presentation
Students paticipation
Homework presentation
Individual project
Surprise cases or tests
Final exam
Periodicity
Kind of
assessment
Comp Opt
Each team
once
in
the course
In
each
class and
seminar
In
each
class and
seminar
Once
in
the course
Once
in
the course
Lecturer
Assessment
Agent
SelfCoassessment assessment
Assessment
Continuous
Kind of
activity
Synth
X
Grouping
Indiv
Group
X
X
Practical
X
X
X
X
Practical
X
10
X
X
X
Practical
X
10
X
X
Practical
X
Conceptual
& Synth
X
10
X
50
X
X
X
X
X
X
X
Conceptual
& Synth
Each Case group must produce a collective presentation of:
the
the
the
the
thinking behind the Case
aims of the Case
planning and progression of the Case (i.e. the activities undertaken)
outcomes of their Case
Each student will be also required to submit a short individual evaluation of their
own input
to the Case, such as the information and ideas they provide, as well as an
evaluation
of, and personal consideration on, the Case as a whole.
Homework presentation:
10
10
Group case presentation:
During the first session, the groups will be appointed. Each group will work on a
case preparation and presentation. Cases will be presented and discussed during
the seminars at the end of the course.
Case presentation evaluation will depend on: case contents, case interest, contents
coherence, demonstrated research skills, organisation and clarity of the
presentation and speakers' naturalness and confidence.
•
•
•
•
Weight
%
Homework will be assigned at the end of each class. Homework is due prior to the
start of the next class. All homework must be typed. No hand written
homework will be graded. Homework shall be done individually, unless otherwise
indicated by the lecturer.
Individual Project
The Individual Projects will be negotiated between the student and the lecturer at
the
beginning of the course. During the first month, each student will propose an
individual project subject according to the framework given by the lecturer.
Individual Project options cannot be changed without the lecturer's prior
agreement.
The process of development of the Individual Project will be assessed by the
lecturer as part of the course assessment. While much of the work will be
completed outside class time, the lecturer will assume both a supervisory and
advisory role. When choosing their Individual Project, students must ensure that
they do not choose a subject that they are studying in any other of their courses.
Final exam: the final exam will determine 50% of the final grade. Failure to sit the
final exam will result in the global course grade as “not attended”. The minimum
score to be achieved in the final exam is 5/10 points.
To be admitted to the final exam the student must also achieve in the other
assessment elements (Group case presentation, student active involvement,
homework presentation, individual project and surprise cases or tests) a minimum
of 4/10 points average grade.
Terms of extraordinary evaluation
Only students who have failed the course will be admitted to the extraordinary
evaluation.
To be admitted to the extraordinary evaluation, a student must have achieved a
minimum average grade of 4.0 points in the activities carried out during the term
(Group Case, Individual Project, Surprise cases and tests and homework
presentation) The extraordinary evaluation will be only for the final exam. The
activities carried out during the term cannot be retaken and keep their weights and
marks earned in the term. Therefore the final grade in the extraordinary evaluation
will be:
- Activities carried out during the term: 50%
- Retaken final exam: 50%
6. Bibliography and teaching resources
▪ “European and Business Culture” – CRANE, Robert – Prentice Hall ( Feb 9, 2000)
▪ “European Economic Integration” McDONALD, Frank and DEARDEN Stephen –
Prentice hall
▪ “Doing Business and Investing in Germany”. Miles Andrew - PwC, Frankfurt am
Main (July
2012) . Order it free of charge : http://www.pwc.de/en/internationalemaerkte/doing- business-and-investing-in-germany.jhtml
http://www.ebooks.com/439406/passport-france/joseph-nadine-szerlip-barbaraed/
▪ Succeed in Business: Germany (Culture Shock! Success Secrets to Maximize
Business). Lord,
Richard.
▪ Business cultures in Europe / Collin Randlesome and William Brierley
Oxford [England] ; Boston : Butterworth-Heinemann, 1993.
Edition 2nd. ed.
▪ Europe: a fearless guide to international communication and behavior / Mary
Murray
Bosrock / Pub: St. Paul, MN : International Education Systems, c1994.
▪ Passport Poland: Your Pocket Guide to Polish Business, Customs & Etiquette
(Passport to the
World) by Serge Koperdak (Sep 1999)
▪ Put Your Best Foot Forward Russia: A Fearless
Communication &
Guide to
International
Behavior / Mary Murray Bosrock
▪ Succeeding in business in Central and Eastern Europe : a guide to cultures,
markets, and
Practices / Woodrow H. Sears & Audrone Tamulionyte-Lentz / Boston ; Oxford :
Butterworth-Heinemann, c2001
▪ Russian etiquette & ethics in business / Drew Wilson, Lloyd Donaldson.
Pub: Lincolnwood, Ill. : NTC Business Books, c1996
▪ Business ventures in the former Soviet Union : negotiation and protocol, dos and
don'ts /
Joseph A. Kliger.Pub: Tulsa, OK : PennWell Pub. Co., 1994.
▪ Passport Switzerland [electronic resource] : your pocket guide to Swiss business,
customs &
etiquette / François Micheloud. Publisher
c2001.
Series
Novato, CA : World Trade Press,
Passport to the world
▪ Passport Poland: Your Pocket Guide to Polish Business, Customs & Etiquette
(Passport to the
World) by Serge Koperdak (Sep 1999)
Webs:
General
http://etiquette-by-country.findthedata.org
http://www.decipherproject.eu/documents/RLNEast/Culture%20Guide.pdf
http://www.kwintessential.co.uk/etiquette/doing-business-in.html
http://www.doingbusiness.org/
http://www.eupedia.com/
http://europa.eu/youreurope/business/
http://www.worldbusinessculture.com/business-with-other-countries.html
http://www.incore.ulst.ac.uk/services/cds/countries/
http://www.kwintessential.co.uk/etiquette/doing-business-in.html
France
http://www.understandfrance.org/
http://www.invest-in-france.org/Medias/Publications/862/doing-business-versionanglaise-2012.PDF
http://www.bryancave.com/files/Uploads/Documents/DoingBusinessFrance2012.pdf
Russia
http://biz-russia.com/russia-books
http://www.kpmg.de/docs/Tax_2e.pdf
Sweden
http://www.sweden.se/eng/Home/Business/Business-culture/
http://www.doingbusiness.org/~/media/fpdkm/doing%20business/documents/profi
les/country/NOR.pdf
Hungary
Hungarians
a
Cross
http://www.filolog.com/crossculture.html
Cultural
Perspecitve :
Germany
http://www.ixpos.de/IXPOS/Navigation/EN/your-business-in-germany.html
http://www.german-business-etiquette.com/
Serbia
http://www.eubusiness.com/europe/serbia
Albania
http://www.eubusiness.com/europe/albania/albania-country-guide
http://tirana.usembassy.gov/doing-business-local.html
http://www.pwc.com/al/en/assets/Doing_Business_in_Albania.pdf
Estonia
http://www.communicaid.com/country/estonia/#.UjI5K8bxpCA
http://www.pwc.com/ee/et/publications/assets/pub/doing_business_in_estonia_20
12.pdf
Latvia
http://www.bakertillyinternational.com/media/36861/doing_business_in_latvia21nov08.pdf
Lithuania
http://www.pwc.com/lt/en/assets/publications/business-guide-2013.pdf
Greece
http://www.globaltrade.net/f/business/text/Greece/Business-Environment-DoingBusiness-in-Greece.html
Italy
http://www.dbrpanel.org/sites/dbrpanel/files/doing-business-review-panelreport.pdf
7. Methodology
Lecture Sessions
The schedule in the following section must be used as a study guide. Students will
be provided with specific readings and exercises to complement the classes.
Additional readings will be recommended on request.
Seminar classes
At the beginning of the course, students will be provided with a certain number of
readings and materials to prepare each session. The Lecturer will give instructions
for each seminar and for the kind of presentation expected.
On the first day, the students will be divided into groups each of which will be
responsible for presenting a particular seminar.
8. Activity scheduling
1) Allocation of hours between theory and practical lessons
2 h of lecture and 2 h 15 min of seminar each week. Seminars will commence
in the second
week of class.
2 ) Course Schedule
▪ In the classroom: lecture classes, Seminars, face-to-face tutorials, practical
classes
▪ Outside the classroom: Group work, Individual work (reports, exercises) ,
Independent study, Individual Project and Group Case preparation.
Week
Week 1
Activity in the
classroom
grouping/type of
activity
▪ Introduction to
the European
Seminars
Activity outside classroom
grouping/type of activity
(aprox 7 hours/week)
Readings
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
economy.
▪ Free trade
agreements.
▪ European
markets potential
▪ The distribution
channels for
consumer goods.
▪ The distribution
channels for
industrial
products.
▪ The distribution
channels for
services.
▪ Selection
factors.
Find the right
business partner
in Europe.
Cultural &
economic
aspects. Business
environment &
business
opportunities
▪ Germany.
▪ The United
Kingdom.
Cultural
&economic
aspects. Business
environment &
business
opportunities
▪ France
▪ The Benelux
countries
Cultural &
economic
aspects. Business
environment &
business
opportunities.
▪ Italy
▪ Spain
▪ Portugal
▪ Greece
Cultural &
economic
aspects. Business
environment &
business
opportunities.
▪The Czech
Group case preparation
Individual project.
Exercise about markets
potentials
Practical class:
markets
potential
Readings
Group case preparation
Individual project
Group Case
presentation
and debate
Readings
Group case preparation
Individual project
Group Case
presentation
and debate
Readings
Group case preparation
Individual project
Group Case
presentation
and debate
Group Case
presentation
and debate
Group Case
presentation
and debate
Readings
Group case preparation
Individual project
Readings
Group case preparation
Individual project
Readings
Group case preparation
Individual project
Republic
▪ Slovakia
▪ Poland
▪ Hungary
▪ Romania
▪ Bulgaria.
Week 8
Week 9
Week 10
Cultural &
economic
aspects. Business
environment &
business
opportunities
▪Finland
▪ Denmark
▪ Sweden
▪ Norway
▪ Lithuania
▪ Latvia
▪ Estonia
Cultural &
economic
aspects. Business
environment & &
business
opportunities
▪ Croatia
▪ Bosnia and
Herzegovina
▪ Serbia
▪ Montenegro
▪ Kosovo
▪ Macedonia
▪ Albania.
Cultural,
economic
aspects. Business
environment &
business
opportunities.
▪ Belarus
▪ Ukraine
▪ Russia.
Group Case
presentation
and debate
Readings
Group case preparation
Individual project
Group Case
presentation
and debate
Readings
Group case preparation
Individual project
Group Case
presentation
and debate
Readings
Group case preparation
Individual project