This special track offers three different complementing approaches to the world of business from a European perspective. From a rigorous theoretical framework offering the basic knowledge on Europe and its historical, social, societal and economic developments, to an international focus on the European Union as a business network, to hands-on practice of the previously gained knowledge in running a company. The track consists of these courses: European Politics and Economy, Europe as a business Network, Ecosystem and Industry, and Going Global: Management Game Strategic Marketing.
The first two weeks of this course focus on Europe as a political and economic entity on the global stage. Through a series of lectures by key experts in their field students will deepen their understanding of this very interesting assembly of nations that has played such an important role in shaping the world but seems to be struggling with its position both internally and externally. Students will study Europe’s history, developments in societal aspects and focus on the impact these have had economically. The next three weeks focus on Europe as a place to do business. During the third week students will look at the European Union as a business network and ecosystem. Next to lectures, students will work on several case studies and also do a two-day simulation. In this simulation students act as representatives of the European Parliament and they need to work on the economic future of Europe. In the fourth week students will work on trends and business in the fashion and design industry. This part of the course takes students to Italy, where they are immersed in the Italian culture and economy to work on a case study. In the fifth week students are back in Utrecht, The Netherlands where they will focus on trends and business in the media industry. What are the challenges traditional media face and what business models emerge from new technologies like virtual reality? The course ends with a very intensive hands-on approach to doing business in Europe. Students will work together in teams on making a company going global. In this simulation game students will work as a marketer in a small decision-making unit of a manufacturer within a competitive industry. Their task is to expand the set-top company throughout the world and become the number 1 company.
Peter O. van der
+31 (0)30 253 7416