Course Syllabus
European Business Strategy: Case Studies (Section B) |
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| Semester & Location: |
Fall 2018 - DIS Copenhagen |
| Type & Credits: |
Core Course - 3 credits |
| Core Course Study Tours: |
Western Denmark & London |
| Major Disciplines: |
Business, Management |
| Faculty Members: |
Leif H. Rasmussen |
| Program Director: |
Susanne Gaul Hovmand - sgh@dis.dk |
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Program Coordinator: |
Adeline Reiser - are@dis.dk |
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Program Assistant: |
Ali Cohen - aac@dis.dk |
| Time & Place: |
Mondays & Thursdays, 08.30 - 09.50 - F24-206 |
Prerequisites:
A one-year sequence of courses in micro and macroeconomics.
Faculty: Leif Rasmussen
2008 - CEO and owner of Trading company, Imexpo Aps.
1997 – 2007: Sales and Marketing Director, Member of Executive Board, Royal Unibrew
1995 – 2007: Member/Chairman of Supervisory Boards, mainly subsidiaries and in Associations in the beer and soft drink industry
1990 – 1996: Marketing Director, Danish Brewery Group
1985 – 1989: Marketing Manager, Faxe Brewery
1982 – 1984: Consultant and Account Manager, Ted Bates Advertising Agency
1982: Cand. Merc, Copenhagen Business School
1975 – 1982: Product Manager, Irma
1975: General Business Administration, Copenhagen Business School, N. Brock
Course content:
European Business Strategy is studied through intensive lectures and case studies of European companies (mainly Danish and British). The focus is on how to analyze and create strategies for selected companies taking the complex environment under which European companies operate into consideration. This focus includes a closer look at (i) the specific business models and strategies of local and global companies operating in these various European contexts, (ii) the similarities and differences between European countries in terms of business environment; and finally at (iii) the business impact of policies and regulations at the EU level, as well as at national level . As part of this course, students in groups of 4 to 5 persons will work on a comprehensive project for the international brewery Carlsberg, and as part of the final exam the groups will present their findings to a senior professional from the management of Carlsberg.
Learning objectives:
By the end of the course, students should be able to:
- Understand the European business environment using multiple case studies as examples
- Identify key issues facing European business today, including how European business is influenced by the Single European Market and cross-cultural challenges.
- Analyze business models and strategies of European companies and based on these analyses create proposals for new strategies according to Porter’s theories
- Apply critical thinking (pro/con) in analyzing empirical/corporate information
- Engage in group projects in a structured and efficient manner
Required Textbook:
Doing Business in Europe. Los Angeles: Sage Publications, 2008. Suder, Gabriele
Course overview:
- Study Tours: On our study tours in Denmark and to London we will visit companies and trade organizations to discuss and analyze their specific business cases. Most of the visits will be an important in-put for the different assignments to be worked with during the semester. Also visits of cultural interest will take place in Denmark as well as in London.
- Class room sessions: In class we will focus on establishing a common theoretical framework that we will use to analyze European industries and business cases. We will study the European business environment, discuss methods to analyze specific European companies and the market surrounding them and finally using these in-puts to create proper strategies for the years to come
- Sponsor project: The main case project for this course is developed in collaboration with the Carlsberg Brewery. The purpose of the project is to address some of the challenges for the beverage industry (fast moving consumer goods industry), to conduct proper analyzes of Carlsberg and Carlsberg’s potential markets and competitors and to suggest possible strategic recommendations. Finally ideas and plans for implementation of the recommended strategies.
Grade Components:
2 written assignments are each app 6-page paper (double-spaced, 300 words each) of a) industry and company analysis and b) strategy of one of the companies visited on field studies during the study tours. Analysis to be based on company presentations and your own research. These assignments (including presentations) are in total worth 30% toward the final grade.
Midterm Exam is a closed-book exam held in class. The exam will assess your understanding of the European business environment and in analyzing and making strategies for European companies. The midterm exam is worth 20% toward the final grade.
Sponsor project is a team assignment developed for Carlsberg. The purpose is to uncover the challenges and to propose strategic recommendations as well as ideas and plans for implementation to Carlsberg. This assignment is worth a total of 30% towards the final grade.
Engagement: This class requires a high level of motivation and active participation in class and during the study tours. Attendance is mandatory. The following is expected from students:
- Active and voluntary participation in class discussions
- Having prepared properly for every class
- Being able to address the readings critically during class, thus displaying a good understanding of the subject matter
- Being analytical and concise in oral interventions.
- Being able to collaborate well with your assigned team and delivering elaborate and analytical papers and presentations.
If you are unable to attend class, you must notify your instructor in advance. If participation is uncomfortable for you, please discuss this problem with the faculty early in the course so that we can identify approaches to increase your class contribution and comfort. We allow computers and smart phones in class PURELY for note-taking purposes. In case of other uses such as Facebook, e-mails or internet surfing, it will have a negative impact on your engagement grade. Engagement is worth 20 points toward the final grade.
Academic Regulations
Please make sure to read the Academic Regulations on the DIS website. There you will find regulations on:
DIS - Study Abroad in Scandinavia - www.DISabroad.org
Detailed Class Schedule: Schedule is subject to change if necessary with as much notice as possible.
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Thursday, 23 August Introduction to the course and the European Business Environment
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Readings: Familiarize yourself with “EU Integration Seen through Statistics” available at: And Europe in Figures:
And about the history of the EU:
Fifty years of European Integration (article uploaded on Canvas) |
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Monday, 27 August European Business Environment - A Single European Market?
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Readings
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Thursday, 30 August European Business Environment - A Single European Market?
Wrap up on European Business Environment Marketing in Europe: An introduction to Marketing in Europe. Discussions about differences between Europe and the US |
Readings
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Monday, 1 September Analysis and Strategy : Industry Analysis of European Industries
Focus: PEST, SWOT and Porter’s 5 forces Info about which companies to be visited during CCW in order to prepare for next class Assignment of groups/teams |
Readings: Compendium: Porter, “The Five Competitive Forces That Shape Competitive Strategy” DIS Forum
Group work for next class: Make a 10 minutes presentation of “your” company during Core Course week visits |
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Thursday, 6 September Core Course Week preparation
Practical info including study tour to Western Denmark Analysis and Strategy : How to develop a long lasting strategy based on the findings from the 3 analyses. Discussions in class about Porter’s theories and about how to apply the theories to the companies visited.
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Each group to present in class + discussions Remember: Presentation no more than 10 minutes !!
Readings:
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Monday, 10 September – Friday, 14 September Study tour to Western Denmark. Returning to Copenhagen Wednesday evening.
See study tour booklet for program. Thursday and Friday (when you are back in Copenhagen) is expected to include visit to Carlsberg and a wrap up session.
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CORE COURSE WEEK.
Please be very focused on insights to be used for a thorough SWOT for each of the companies visited. And don’t forget to find/read/ask insights about the competitors in order for you to make relevant SWOTs for the main competitors as well.
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Monday, 17 September Wrap up of Core Course Week. Wrap up on Analyzes Analysis and Strategy: How to develop a long lasting strategy based on the findings from the 3 analyses. Discussions in class about Porter’s theories and about how to apply the theories to the companies visited.
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Readings: Compendium: Porter, “What Is Strategy?” |
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Thursday, 20 September Analysis and Strategy: How to develop a long lasting strategy based on the findings from the 3 analyses. Discussions in class about Porter’s theories and about how to apply the theories to the companies visited.
Team work on analyzes and strategy
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Conclude discussions about analyzes and strategy. Prepare presentation.
Discussions and research in groups |
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Monday, 24 September Analysis and Strategy Group work on paper and presentation |
Each group to discuss app 15 minutes with Leif.
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Thursday, 27 September Analysis and Strategy Group work on paper and presentation |
Finishing paper and presentation
Leif to be consulted – if wanted by the groups
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Monday , 1 October Presentations in class. Group 1 and 2. |
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Thursday, 4 October Presentations in class. Group 3 and 4. Preparing for Long Study Tour
What to expect about Midterm |
Practical information and discussion about the business visits, the cultural visits, dress codes etc etc |
| Sunday 6 October – Friday 12 October | LONG STUDY TOUR TO LONDON |
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Monday, 15 October Working on projects from London Preparing for Midterm |
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Thursday, 18 October Midterm |
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Monday, 22 October EU Competition Policy, rules and regulations V23.301
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Readings Suder. “Competition and the main business-related common policies.” Pgs. 120-126 in Doing Business in Europe. DIS Canvas Read the following cases: “EU verdict against Microsoft” “GE-Honeywell Case” “GE-Honeywell Antitrust Case Reflect on what they tell you about the different approaches to competition between the EU and US |
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Thursday, 25 October EU Competition Policy, rules and regulations Feed-back on Midterm |
Follow-up on presentation in last class. |
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Saturday 27 October – Sunday 4 November |
Travel Break |
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Monday 5 November Welcome back:
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Thursday 8 November Europeanization of Business Culture
Group work about cultural differences |
Suder. “The Europeanization of Business Management.” Chapter 6 in Doing Business in Europe. Online Familiarize yourself with Geert-Hofstede’s description of Danish and American culture. http://geert-hofstede.com/denmark.html
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Monday 12 November Groups to present about cultural differences |
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Thursday 15 November |
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Monday 19 November Sponsor project: From strategy to plans for implementation
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General discussion in class about sponsor project
Groups to start working |
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Wednesday 21 November – Sunday 25 November |
Thanksgiving Break |
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Monday, 26 November Sponsor project: From strategy to plans for implementation |
Group work in class – and/or research in the field. Instructor is there to be consulted – if wanted by the teams |
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Thursday, 29 November |
Group work in class – and/or research in the field Instructor is there to be consulted – if wanted by the teams
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Monday, 3 December Sponsor project: SEMI-FINALE, CLASS PRESENTATION. WHICH TEAM WILL GET TO REPRESENT THE CLASS??
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Presentations in class and selecting one team to represent our class at the finals Wednesday afternoon. |
Course Summary:
| Date | Details | Due |
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