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Doing Business in Europe

Approx. 6 hours to complete

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Course Summary

This course offers an insider’s perspective on the challenges and opportunities of doing business in Europe. It covers key topics such as cultural differences, legal frameworks, and marketing strategies.

Key Learning Points

Learn about the cultural differences and nuances of doing business in Europe
Understand the legal frameworks in different European countries
Develop effective marketing strategies for European markets

Learning Outcomes

Develop a comprehensive understanding of the challenges and opportunities of doing business in Europe
Gain practical skills and knowledge to effectively navigate cultural differences and legal frameworks
Develop and implement effective marketing strategies for European markets

Prerequisites or good to have knowledge before taking this course

Basic knowledge of business principles
Proficiency in English

Course Difficulty Level

Intermediate

Course Format

Online
Self-paced
Video Lectures
Assignments and Quizzes

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CNN Business Editor-at-Large
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Description

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!

Outline

Introduction
About this course
Objectives of self-assessment activities
Final Quiz and Certificat Validation

Unit 1: Approaching the European market(s)
Module 1 - Self Assessement Feedback
Introduction to the unit
Why doing business in Europe (Prof. Maxime Lefebvre)
European markets as engines of growth? (Prof. Boris Durisin)
Payments, transfers and currencies in Europe (Carlos Casanueva)
Testimony from André Lacroix (CEO - Intertek)
Testimony from Emmanuelle Petelle (Managing Director - Société Générale)
Conclusion of the unit
Module 1- Self Assessement

Unit 2: Innovating in Europe
Modules 2 - Self Assessement Feedback
2.1 Introduction to the unit
2.2 What about creativity in Europe (Prof. Marie Taillard)
2.3 Digital marketing in Europe (Prof. Francesca Pucciarelli)
2.4 Testimony from Sylvain Orebi (CEO - Kusmi Tea)
2.5 Testimony from Olaf Swantee (CEO - Sunrise Communications)
2.6 Conclusion of the unit
Module 2 - Self Assessement

Unit 3: Investing in Europe
Module 3 - Self Assessement Feedback
3.1 Introduction to the unit
3.2 Choosing the right location in Europe (Prof. Davide Sola)
3.3: Franchising in Europe (Prof. Catherine de Gery)
3.4 Company acquisition processes in Europe (Prof. Vincent Smith)
3.5: Testimony from Jean-Jacques Bienaimé (CEO - BioMarin Pharmaceutical)
3.6: Testimony from Alexander Sixt (Member of the Managing Board - Sixt)
3.7 Testimony from Frédéric Duponchel (CEO - Accuracy)
3.8 Conclusion of the unit
Module 3 - Self Assessement

Unit 4: Building the value chain
Module 4 - Self Assessement Feedback
4.1 Introduction to the unit
Organizing the supply chain in Europe (Prof. Valérie Moatti)
Retail management in Europe (Prof. Fabrizio Zerbini)
4.4 Testimony from Elisabeth Cazorla (Ready-to-wear Director - Galeries Lafayette)
Testimony from Sofia Benvenuto (Former Export Manager - Winsure)
4.6 Conclusion of the unit
Module 4 - Self Assessement

Unit 5: Integrating the diversity
Module 5 - Self Assessement Feedback
5.1 Introduction to the unit
Chiara Succi - Managing European Teams
5.3: Negotiating with European partners (Prof. Maria Koutsovoulou)
5.4: Testimony from Alexander Sixt (Member of the Managing Board - Sixt)
5.5: Testimony from Anne Marion-Bouchacourt (Group Chief Country Officer for China - Société Générale)
5.6 Conclusion of the unit
5.7 Conclusion of the MOOC Prof. Béatrice Collin & Prof. Florence Pinot de Villechenon)
Module 5 - Self Assessement
Final Quiz

Summary of User Reviews

The Doing Business in Europe course on Coursera has received high ratings from users. Many users found the course to be informative and engaging.

Key Aspect Users Liked About This Course

Informative and engaging

Pros from User Reviews

Great course for understanding the European business environment
Well-structured content with real-world examples
Interactive quizzes and case studies enhance learning experience

Cons from User Reviews

Some sections were too basic for advanced learners
Limited interaction with course instructors
Certificate of completion is not recognized by some employers

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