Acerca de este Curso
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 management (marketing, supply chain, finance, human resources management or strategy) and as many testimonials from business leaders operating in Europe, this course will help you enrich your knowledge and business competences within the European context. The MOOC is divided into 5 topics corresponding to 5 major issues when doing business in Europe: 1. Approaching the European market(s) 2. Innovating in Europe 3. Investing in Europe 4. Building the value chain 5. Integrating the diversity There are no prerequisite for this course. At the end of the coursework, participants will be able to understand how to design a European-scale development strategy. Please enroll and thank you in advance for choosing this course!
Globe

Curso 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.
Beginner Level

Nivel principiante

Clock

Aprox. 5 horas para completar

Sugerido: 5 hours/week
Comment Dots

English

Subtítulos: English
Globe

Curso 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.
Beginner Level

Nivel principiante

Clock

Aprox. 5 horas para completar

Sugerido: 5 hours/week
Comment Dots

English

Subtítulos: English

Syllabus - What you will learn from this course

1

Section
Clock
1 hour to complete

Introduction

...
Reading
3 readings
Reading3 readings
About this course10m
Objectives of self-assessment activities10m
Final Quiz and Certificat Validation10m
Clock
1 hour to complete

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…...
Reading
8 videos (Total 29 min), 1 quiz
Video8 videos
Introduction to the unit0m
Why doing business in Europe (Prof. Maxime Lefebvre)3m
European markets as engines of growth? (Prof. Boris Durisin)9m
Payments, transfers and currencies in Europe (Carlos Casanueva)3m
Testimony from André Lacroix (CEO - Intertek)4m
Testimony from Emmanuelle Petelle (Managing Director - Société Générale)4m
Conclusion of the unit0m
Quiz1 practice exercises
Module 1- Self Assessement2m

2

Section
Clock
28 minutes to complete

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! ...
Reading
7 videos (Total 26 min), 1 quiz
Video7 videos
2.1 Introduction to the unit0m
2.2 What about creativity in Europe (Prof. Marie Taillard)6m
2.3 Digital marketing in Europe (Prof. Francesca Pucciarelli)4m
2.4 Testimony from Sylvain Orebi (CEO - Kusmi Tea)4m
2.5 Testimony from Olaf Swantee (CEO - Sunrise Communications)7m
2.6 Conclusion of the unit0m
Quiz1 practice exercises
Module 2 - Self Assessement2m

3

Section
Clock
1 hour to complete

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. ...
Reading
9 videos (Total 36 min), 1 quiz
Video9 videos
3.1 Introduction to the unit0m
3.2 Choosing the right location in Europe (Prof. Davide Sola)5m
3.3: Franchising in Europe (Prof. Catherine de Gery)4m
3.4 Company acquisition processes in Europe (Prof. Vincent Smith)4m
3.5: Testimony from Jean-Jacques Bienaimé (CEO - BioMarin Pharmaceutical)7m
3.6: Testimony from Alexander Sixt (Member of the Managing Board - Sixt)4m
3.7 Testimony from Frédéric Duponchel (CEO - Accuracy)4m
3.8 Conclusion of the unit1m
Quiz1 practice exercises
Module 3 - Self Assessement2m

4

Section
Clock
27 minutes to complete

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 ...
Reading
7 videos (Total 25 min), 1 quiz
Video7 videos
4.1 Introduction to the unit0m
Organizing the supply chain in Europe (Prof. Valérie Moatti)6m
Retail management in Europe (Prof. Fabrizio Zerbini)5m
4.4 Testimony from Elisabeth Cazorla (Ready-to-wear Director - Galeries Lafayette)3m
Testimony from Sofia Benvenuto (Former Export Manager - Winsure)6m
4.6 Conclusion of the unit0m
Quiz1 practice exercises
Module 4 - Self Assessement2m

5

Section
Clock
1 hour to complete

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....
Reading
8 videos (Total 26 min), 2 quizzes
Video8 videos
5.1 Introduction to the unit0m
Chiara Succi - Managing European Teams5m
5.3: Negotiating with European partners (Prof. Maria Koutsovoulou)5m
5.4: Testimony from Alexander Sixt (Member of the Managing Board - Sixt)4m
5.5: Testimony from Anne Marion-Bouchacourt (Group Chief Country Officer for China - Société Générale)5m
5.6 Conclusion of the unit0m
5.7 Conclusion of the MOOC Prof. Béatrice Collin & Prof. Florence Pinot de Villechenon)2m
Quiz2 practice exercises
Module 5 - Self Assessement2m
Final Quiz50m

Instructors

About ESCP Europe

The World's First Business School (est. 1819) ESCP Europe is the world's oldest business school and has educated generations of leaders and entrepreneurs. With its five urban campuses in Berlin, London, Madrid, Paris, Turin and Warsaw, ESCP Europe's true European identity enables the provision of a unique style of cross-cultural business education and a global perspective on international management issues. ESCP Europe welcomes 4,000 students and 5,000 executives from 90 different nations every year, offering them a wide range of general management and specialised programmes (Master, MSc, MBA, PhD and Executive Education). ...

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