European Business Skills

A three-week dive into European business life. Deal with intercultural differences in a business setting, and work on case studies in the Netherlands and in Italy.

The course European Business Skills offers a practical approach to dealing with intercultural differences in a business setting. How do you act in negotiations with business partners from France? What can you expect in a first meeting with Spanish prospects? How do you prepare your marketing strategy for entering the German market? And, of course, how do you deal with the Dutch? Two case study programs are offered to you: one focusing on the textile industry in Northern Italy, the other on the flower industry in the Netherlands. Every week in this part of the program will be devoted to a specific theme.

Theme 1 ‘Intercultural Business Communication’
In this week’s programme you will focus on how to approach international/European markets effectively, using intercultural sensitivity and creativity. You will study how culture influences our perception, and learn to be culturally creative in international marketing communication, promotion and advertising. You will become aware of the culture(s) that shaped your perception, and your preferred style of communication and management. You will become sensitive to communication styles of people with different cultural frames of reference. You recognize these differences, not as a problem, but as a source of innovation for your future international career. You will be able to use the most effective style to reach clients and consumers world-wide.

Theme 2 ‘Bulb Business’
This week’s programme offers you a case study of the flower industry in the Netherlands. A worldwide business success, despite the odds apparently being so strongly against it. How did the Dutch manage to become so successful in this industry? Which economical, social en geographical factors were beneficial for the development of this industry, and which were not? How did this change in the course of time? And how did the Dutch culture influence the expansion of the market?

Theme 3 ‘Trust in Textile’
This week’s programme offers you a case study of the textile industry in Northern Italy. And what better place to focus on this subject than in Northern Italy itself! The textile industry in this part of the world had almost everything in favor of becoming and staying a very strong industry. Brands like Zegna and Cerruti became world famous. However, the textile industry has changed dramatically, with especially Asia taking over large parts of the production process. How did this happen, and what can the industry in Northern Italy do to survive? This week will take place at a partner university in Northern Italy to take a closer look at the region and the industry.

» Download the day-to-day programme (PDF)