Course Syllabus
European Business Strategy: Case Studies (Section B) |
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| Semester & Location: |
Spring 2019 - 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 Goul 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, 17 January Introduction to the course and the European Business Environment
Introduction to the characteristics of the European business environment |
Readings:
About the history of the EU: Fifty years of European Integration (article uploaded on Canvas)
And flip through: Chapter 1, 2, 3, 4 and 5 in the textbook: “Doing Business in Europe”
If interested in more statistic details, google Eurostat.com ! |
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Monday, 21 January European Business Environment - A Single European Market?
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Readings
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Thursday, 24 January European Business Environment - A Single European Market?
Wrap up on European Business Environment Introduction to: Industry Analysis of European Industries Info about which companies to be visited during CCW in order to prepare for next class
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Readings
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Monday, 28 January Analysis and Strategy : Industry Analysis of European Industries
Focus: PEST, SWOT and Porter’s 5 forces
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Readings: Porter, “The Five Competitive Forces That Shape Competitive Strategy”. (article uploaded on Canvas)
Group work for next class: Make a 10 minutes presentation of “your” company from Core Course week visits |
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Thursday, 31 january Core Course Week preparation Practical info about 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: Compendium Porter, “What Is Strategy?”
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Monday, 4 February– Friday, 8 February 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, 11 February Wrap up on Core Course Week. Team work on analyzes and strategy in class
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Discussions in groups |
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Thursday, 14 February Team work on analyzes and strategy
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Conclude discussions about analyzes and strategy. Prepare presentation. |
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Monday, 18 February Analysis and Strategy
Hand in of paper Tuesday afternoon |
Each group to discuss app 15 minutes with Leif – and then finish presentation.
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Wednesday, 20 February International Career Night *Mandatory event |
Time: 17:30-20:30 Place: TBA Dress Code: as if you were going to a job interview About: A panel of speakers will provide perspectives on working in intercultural environments and offer advice about how to land a job overseas and relocate. Speakers include international working professionals and resource organizations. |
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Thursday, 21 February Presentations in class. All 4 groups. |
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Monday , 25 February Europeanization of Business Culture
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Thursday, 28 February 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 |
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Sunday March 3 – Friday March 8 |
LONG STUDY TOUR TO LONDON |
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Thursday, 14 March
MIDTERM |
Closed book quiz in class (short answer test) |
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MONDAY, 18 MARCH EU Competition Policy, rules and regulations V23.301
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THURSDAY, 21 MARCH Follow-up: EU Competition Policy, rules and regulations
Feed-back on Midterm |
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Sunday March 24 – Sunday March 31 |
Study Break |
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monday, 1 APRIL Welcome back:
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Thursday, 4 April Europeanization of Business Culture: An understanding of the cultural differences and similarities in Europe and how they influence on management and business in general in Europe |
Chapter 6 in textbook: Doing Business in Europe |
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Monday, 8 April Europeanization of Business Culture
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Group work and presentation of cases |
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Thursday, 11 April Discussions about Carlsberg 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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Monday, 15 April |
Group work in class |
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Wednesday 17 april – Monday 22 april |
Travel break |
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Thursday, 25 April
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Group work in class – and/or research in the field |
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Sponsor project: From strategy to plans for implementation
Evening: Visit a Danish home |
Instructor is there to be consulted – if wanted by the teams |
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Monday, 29 April 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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Field Study: Wednesday, 1 May 13:00-17:00 Sponsor project 13:00-15:30 SEMI-FINALE, CLASS PRESENTATION. WHICH TEAM WILL GET TO REPRESENT THE CLASS??
16:00 depart for Carlseberg; Meet in the courtyard of Vestergade 23 to depart for carlsberg with public transportation 17:00 Chosen teams present followed by Concluding Dinner Social end app. 20:00 |
Presentations in class and selecting one team to represent our class at the finals Wednesday afternoon. |
Schedule is subject to change if necessary with as much notice as possible.
Course Summary:
| Date | Details | Due |
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