Language

English

Objective

We explore marketing strategy in the context of an internationalising firm. Students will be able to define marketing strategies in the context of the internationalization strategy of the firm as well as in the context of a different market setting and culture. We deal explicitly with the standardization/adaptation paradox and, eventually, students will be able to contribute significantly to the design of both an international marketing strategy and the related marketing mix in an international business context.

Content overview

Foundation

The course aims at presenting and developing the foundation of international marketing. Focus is put on:

1. different roles of marketing in different types of internationalising firms - the international, multinational, (born) global, and transnational firm;
2. cultural differences among countries and how to adapt marketing strategy and tactics to fit with these differences;
3. international marketing strategies (including entry strategies) and how they bring business performance;
4. marketing instruments in an international business context.

Case studies

Teaching methods

Several teaching methods are used in this seminar:

Students are expected to prepare the module and read a limited set of seminal articles from the management literature. Each of the four course themes is set through a lecture in which theory and short real life example are intertwined to develop a useful framework. On this basis, subgroups elaborate a case study that unfolds though these four themes. Both the professor and the expert assist in this case elaboration. Subgroups present intermediate and final case solution.

Evaluation

Method

A position paper (50%) - each participant submits an individual position paper on a generic (i.e., not firm specific) topic that relates to one of the four course themes. Topics will be chosen and approved during the module. Further specifications and requirement are discussed with the students. A position paper is max. 10 pages (all included).
Case study (50%) – a substantial part of the module is dedicated to the elaboration and unfolding of a major case study. This study is a small group assignment. Apart from the presentations during the module, a case report has to be handed in. Further specifications follow during the module.

Criteria

For the position paper:

• Analytic approach – including the consistency and flow of the paper.
• Creative approach – including the application of relevant additional material.
• Relevance and clarity of the contribution/position.

For the case study:

• Analytic quality and depth
• Consistency in the approach of the case
• Creativity in the approach of the management problems
• Depth and nuance in the elaboration of the problems
• Presentation style – both the report and the oral presentations

Professor

Piet Pauwels

Expert

Peter Forceville

Language

English

Objective

After this course, students should be able

• to analyse the competitive environment of a firm applying advanced microeconomic and using appropriate methods of analysis;
• to identify a best practice firm strategy from a variety of strategic approaches in response to competitive needs.

Content overview

Microeconomic foundations of the competitive environment

The first part is establishing a sound knowledge of the microeconomic basis of firm behaviour in competitive markets.

• Economics of markets
• Economics of the firm
• Economics of regulation
• Economics of strategy

Firm strategies in competitive environments 

The second part focuses on the firm’s strategic response to established and changing market conditions

• Methods of analysis
• Firm strategies
• Practical examples

Case study

The third part is a case study in which students will analyze a competitive situation and develop an appropriate firm strategy. The case studies will be realized in groups of 4 to 5 students.

Teaching Methods

Several teaching methods are combined:

• Home work: Pre-readings of disposed material and relevant literature, preparation of literature reviews and summaries
• Lectures: Presentations of professor, professional experts and course participants with discussion
• Case study as team work: Analysis and presentations
• Accompanied by online forums with online teaching, discussion groups etc.

Evaluation

Method

Case study analysis

Criteria

Presentation of case studies will be evaluated according:

• Coherency and quality of economic analysis 
• Feasibility and completeness of practical solution 
• Quality of team work and presentations 

Professor

Markus Fredebeul-Krein

Expert

Marco Motullo

 

Language

English

Objective

After this Course, students should be able to:

• Understand the international financial landscape and the challenges and opportunities of a Global Financial Environment
• Identify the key financial dimensions facing the firm (interest rates, credit risk, exchange rates, commodities, equity and liquidity risks) and the adequate ways to proactively manage them
• Develop a strategic vision of the firm’s positioning in terms of global risk management, development of international investment projects, and financing

Content overview

The module is divided in three parts: A. Global financial markets B. Tools and strategies to manage the financial environment: asset management and risk management C. International financial decision making: Financing and Investment in a global environment An integrative case study will help students to discuss, by groups, the key dimensions of the management of the international dimensions of finance.

Teaching Methods

Several teaching methods are used in this course: Home work: Pre-readings and preparation of individual presentations Lectures: Presentations of professor, professional experts and course participants with discussion Case study as team work: Analysis and presentations

Evaluation

Method

Case-Study Analyses (presentation + discussion)

Criteria

Presentation of case studies will be judged according to several criteria:

• Structure
• Content
• Soft skills

Deadlines

Power Point of presentations should be posted 10 days before team presentation.

Professor

Georges Hübner

Language

English

Objective

After this Course, candidates should:

• know the basics of the national civil and commercial law in the Euregio countries
• have a rough idea of harmonized European civil law
• have been sensitized for legal issues of cross-border commercial activities and how to find appropriate solutions for problems of private international law
• know the appropriate means how to take legal action and to pursue legal interests

Content overview

1. Cross-Border Commercial Activities - Euregio and beyond

• Today’s Legal Basis
• Historical background

2. Civil law in Belgium, Germany and the Netherlands

Fundamental Principles and Comparative Law

• Contract law
• General Terms and Conditions – Rules of the Game
• Issues of Property Law
• Forms of companies and associations
• Commercial practices, trade usage and customs, INCOTERMS

3. Convention on Contracts on the International Sale of Goods (CISG)

4. European harmonized law

• Directive concerning liability for defective products (Directive 85/374)
• Directive on unfair commercial practices (Directive 2005/29)
• Directive in respect of distance contracts (Directive 97/7)

5. Private International Law - Fundamentals

• Regulation on the Law applicable to Contractual Obligations (Rome I)
  • Choice of Law
  • Applicable Law in the Absence of Choice
  • Consumer Contracts
  • Individual Employment Contracts
• Regulation on the law applicable to non-contractual obligations (Rome II)
  • Product Liability
  • Unfair Competition
  • Infringement of intellectual Property Rights
• Cross-Border jurisdiction, Recognition and Enforcement of Judgments in civil and commercial Matters (Brussels I-Regulation)
• Commercial Arbitration
• Cross-Border Insolvency

6. Public Law and Administrative Aspects of Cross-Border commercial Activities

• Public Law
• Tax Law

Teaching Methods

• Home work: Pre-readings of articles, portfolios and power-point sets
• Interactive presentation of basics in private (international) and commercial law
• Case study analysis (team work)

Evaluation

Method

Individual presentations of selected topics
Case study analysis

Criteria

Presentation of case studies will be judged according to several criteria:

• Structure
• Content
• Soft skills

Deadlines

Presentations should be posted 2 weeks before team presentation
Case study will be worked out during the course

 

Professor

Michael Frings, Prof. Dr.

Expert

Alexander Martius

To be followed

To be followed