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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/doing-business-in-europe
课程评论：没有评论
课程名称：在欧洲做生意 概述：欢迎来到在线公开课程“在欧洲做生意”！欧洲是一个重要的全球贸易伙伴，同时也是获取宝贵商业经验的地方。该课程旨在帮助您理解和指导如何在欧洲开展业务。您对欧洲的了解有多深？应该如何看待和接近这个大陆？在欧洲的视角下可以得出怎样的商业经验？ 本课程汇集了多位管理领域学者的贡献（包括市场营销、供应链、金融、人力资源管理和战略等），以及在欧洲运营的商业领袖的众多见证，将有助于您在欧洲背景下丰富您的知识和商业能力。 课程分为5个主题，涵盖在欧洲做生意时面临的5个主要问题： 1. 接近欧洲市场 2. 在欧洲创新 3. 在欧洲投资 4. 建立价值链 5. 整合多样性 该课程不需要先修课程，完成课程后，参与者将能够设计出符合欧洲规模的发展战略。 课程大纲： - 引言 - 单元1：接近欧洲市场 该单元将讨论欧洲市场的多样性与一体化，帮助您认识到欧洲是全球最重要的经济市场，拥有6亿消费者的潜力，以及高效的付款和转账系统。 - 单元2：在欧洲创新 本单元强调在欧洲创新的重要性，探索如何将创造力融入商业，特别是在数字营销方面，这是接触欧洲消费者的良机。 - 单元3：在欧洲投资 本单元探讨在欧洲的投资地点及进入模式选择，帮助您做出正确的地点选择，同时了解欧洲的特许经营市场和并购成功的要点。 - 单元4：建立价值链 本单元将介绍如何通过供应链和零售管理有效接触欧洲客户，强调供应链管理在欧洲成功的重要性及零售管理的独特性。 - 单元5：整合多样性 该单元探讨如何管理欧洲的多样性，识别关键挑战，包括沟通、冲突、文化差异及多样化的工作风格，并强调在与欧洲合作伙伴谈判时的文化智力和意识。 欢迎报名参加，并感谢您选择本课程！
Name:Introduction
Description:
Name:Unit 1: Approaching the European market(s)
Description:The European market(s) are multiple yet increasingly integrated. That’s the reason why this first unit is dedicated to the topic “Approaching the European market (s)”. You will understand why Europe is the most important economic market in the world with an access to 600 millions of consumers and an accelerating growth. You will have an input on the Eurozone, which allows a fluent payments and transfers system with no currency costs and minimal administrative formalities. And you will get insights on the quality of business and life in Europe: Efficient transports, business friendly metropolis and beautiful cities…
Name:Unit 2: Innovating in Europe
Description: Doing business in Europe should start with a reflexion on how to innovate from the very beginning. That is the topic of this second unit “Innovating in Europe”. You will discover why Europe is an outstanding place for creativity: with a long history of establishing relations between business and creative minds, relentlessly bringing creativity to the core of organizations. You will get insights on Digital marketing, a MUST for the European market as a great opportunity to reach European consumers and engage them in new offers; a real opportunity for SMEs!
Name:Unit 3: Investing in Europe
Description: Where and how to invest in Europe? This unit “Investing in Europe” deals with location and entry mode choices in the European context. You will be trained to ask the right questions to choose the right location in Europe. You will discover that Europe is the largest market for franchising with a great potential for development, an opportunity to rapidly develop corporate positions in various European markets. And you will get insights on how to complete successfully a company acquisition process in Europe.
Name:Unit 4: Building the value chain
Description: In this unit, we present the ways to reach out to European customers in terms of supply chain and retail management “Building the value chain”, a continent with a challenging geography and a vast diversity of providers and consumers. You will learn that supply chain management is a key factor of success in Europe but it requires developing strong competencies to deal with national singularities. You will learn that retail management in Europe is unique: notably innovation, streamlining the go-to-market process, driving the most advanced market in the world towards sustainability
Name:Unit 5: Integrating the diversity
Description:Doing business in Europe unavoidably entails being confronted to its diversity. This unit on “Integrating the diversity” tries to make sense of this diversity and the ways to manage it. You will be better aware of the key challenges when managing European teams and notably key points as communication, conflict, cultural differences and diverse work styles. And you will also better understand why negotiation with European partners implies cultural intelligence and awareness.
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!
