Bradford University School of Management

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European Business Management

AIMS:

To establish a comprehensive understanding of the opportunities and challenges facing firms, both European and foreign-owned, operating within and beyond the boundaries of the Single European Market. Using a strategic management approach, this module conducts a strategic analysis of the environment created by EU market policies and explores suitable strategic options and modes of implementation. In so doing, the threats and opportunities of operating within and beyond the boundaries of the EU are considered along with EU-global trading relations.

LEARNING TEACHING AND ASSESSMENT STRATEGY:

The module ensures that this generation of future managers is fully aware of the impact of European regulatory frameworks and Single Market rules on business activity. Each lecture delivers theory, then student-centred seminars/tutorials give students the opportunity to check their understanding of the syllabus. Delivery of the module takes place through appropriate reading, the use of case study presentations, formative feedback on presentations and guidance for planning the individual assignment during tutorials.

The module is delivered in a block-taught week consisting of a mix of formal one-hour lectures and student-centred seminars. In addition to the presentation of the core concepts, the understanding of the application of these concepts to real situations is enhanced by group discussions and presentations on corporate case studies illustrating the realities of companies that operate on the European marketplace, directed private study and research using Blackboard to support learning, prescribed reading and directed analysis of material. The module leader will be available at specified times for advice and directed study will consist of personal reading, preparation for assessment and discussions with peers in preparing the group oral presentation. The formative feedback given to each individual throughout the module will prepare individuals for their assessments. The coursework assignment will assess learning outcomes 1a, 1b, 2a, 2b, 3a and 3c, and the group oral presentation will assess 1a, 1c, 2b, 2c, 3b, 3c.

LEARNING OUTCOMES:

1. Knowledge & Understanding
On successful completion of this module you will be able to...
1a: Understand and gain knowledge of the distinctive character of European business and its trends;
1b: better appreciate the relationship between European business and the global economic environment;
1c: Demonstrate a comprehensive understanding of the economic, political, social and policy frameworks specific of Europe and their implications for business organisation and strategy.

2. Subject-Specific Skills
On successful completion of this module you will be able to...
2a: Be conversant with the major tools of strategic management;
2b: Evaluate the impact of Single Market rules and EU policy frameworks on firms operating in Europe;
2c: Demonstrate an enhanced ability to evaluate opportunities and threats posed by changes within the EU and make effective strategic decisions.

3. Personal Transferable Skills
On successful completion of this module you will be able to...
3a: Apply the principles of strategic management to real companies and organisations operating within the more narrowly defined context of Europe and the wider global environment;
3b: Evaluate complex information;
3c: Write reports and make effective group work presentations.

OUTLINE SYLLABUS:

  1. Introductory Lecture: The Genesis of the EU;
  2. The European Business Environment;
  3. Competition and Industrial Policies;
  4. The Essentials of Strategic Management applied to European Business;
  5. Trade Theory, Market Integration and EU-Global Trading Relations;
  6. The Single Market and Services;
  7. Economic and Monetary Union;
  8. Market Entry Strategies applied to Recent Enlargements;
  9. Making your Mark: Business Lobbying in Brussels;
  10. Sustainable Growth and Innovation in the EU;
  11. Current Issues and Challenges for European Business;
  12. Concluding Review of the Module.

MODULE COORDINATOR

Jean-Marc Trouille
Jean-Marc Trouille is Jean Monnet Professor of European Economic Integration. He carried out his University studies at the Sorbonne University in Paris, where he specialised in the economics of German-speaking countries. He has held the Jean Monnet Chair at the School of Management since 2004. Jean-Marc has published widely on European economic affairs and policy issues, and on Franco-German economic and industrial co-operation.