The course will evaluate the situation in CE after the change of the economic system to market economy. It will focus on global business trends, as they affect the development of the former Eastern European countries; the role of Marketing in the transition period and the actual developments. Cases will show the effects of marketing parameters in the development of the newly organised region. The present economic crisis will be observed and evaluated. The effect on consumers, business and communication networks will be discussed. Actual sources of magazines, newspapers, internet will be used by the participants to encourage deeper understanding.
Prerequisites:
Interest in business developments
Trend observation: eg. economic change, CE development.
Some introductory courses on business will be helpful
Learning outcomes:
By the end of the course, students should be able to:
• Have a general understanding of Austrian, European and Central European business affairs
• discuss global business trends
• differentiate between the US and European economic system
• recognize major international business organizations and their tasks
• analyze major differences in European markets
• understand general principles of strategic marketing in Europe and Central Europe
Method of presentation:
Lectures with discussions
Guest lectures on current issues, e.g. economic crisis, dangers on world economy, capital market, lobbying
Power Point presentations provided as guidelines
Students presentations
Summary and reflection of prior lesson
Excursions – walking tours “International Businesses and Brands in Vienna”
Required work and form of assessment:
• Active class participation, (20%)
• Group presentation on reading assignment (20%)
• Mid-Term Exam (20%)
• Term paper (7-10 PowerPoint pages on evaluation one market in CE for one selected industry (eg.
Tourism, Food, Cosmetics, Capital markets…) 20%
• Final exam based on lectures and complementary reading (20%)
content:
Session 1: Introduction to course and topics
Session 2: General Information on economic structure in Austria, Europe; legal systems; difference ofEuropean 25 to Russia´s planned economy
Session 3: Introduction to Global marketing; development of product cycles, export, international marketing to global marketing; examples of global brands
Session 4: Part 1. Book session: handing out of reading assignments in two categories: a)
international business trends, b) global marketing; Part 2. International business organizations: WTO, GATT, G7 etc.
Session 5 Introduction to marketing; part one: Theories of Philip Kotler, part two: Non-Profit marketing, part three: global marketing Case study “Cirque du Soleil” Part 1: the Product
Session 6 Case study continued: Part 2 Developing a Marketing Plan; The European edge – Analyzing Media in Europe
Session 7 The European Enlargement Project Guest Lecture by Dr. Josef Oswald, Chief Analyst, Bank Austria- UniCredit Bank
Session 8-10 Book Reviews – Student Presentations
Session 11 Understanding the Economic Crisis and its effects on Central Europe: Panel Discussion with Dr. Wolfgang Mölzer, Dr. Josef Oswald
Session 12 Mergers and Acquisitions; principles of comparative advantages and competitive advantage; Analysis of industries by segment; Selection of topics for term paper
Session 13 Lobbying in Europe; the development of product know-how and public relations on the
national and multi-national level
Session 14 How to start your own business in Europe: legal differences USA, EU, CE ; chances guidelines of how to avoid threats
Session 15 The European Job Markets - Careers in Europe CV- Seminar; Adapting the American Resume to the European format
Session 16 Excursion 1 International and global brands in Vienna (Western Union Bank, Sotheby´s and Dorotheum, Swarovsky Crystal World, Cartier, H&M…)
Session 17 Excursion 2 International Chamber of Commerce (WTO in Austria), Fulbright Commission
Session 18 Test
Required readings:
• Hand Outs by the lecturer: eg.: Broshures of Int. Chamber of Commerce, WTO, Austrian Business Agency, etc.
• Gillespie, Jeannet, Hennessey
Global Marketing, Houghton Mifflin Company, Boston-New York 2004
• Mead, Richard International Management – Cross Cultural Dimensions
Blackwell Business, Cambridge Mass., 2005 (3rd edition)
• Friedman, Lawrence and Furey, Timothy
The Channel Advantage, Elsevier, Oxford 2005
• Pine, Gilmore
The Experience Economy, Harvard Business Press, 1999
Authenticity, Harvard Business Press, 2005
• Hill, Sam
• 60 Trends in 60 Minutes, John Wiley & Sons, Inc, New Jersey 2002
• Roberts, Kevin, Lovemarks, Saatchi & Saatchi, Power House Books, New York, 2004
• Internet
• Analysis of Business magazines (Economist etc.) on Central European Development:
Recommended readings:
• Friedmann, Thomas
The Lexus and the Olive Tree, New York, Farrat, Straves & Giroux, 1999
Brief Biography of Instructor:
Martin Schwarz earned his Master Degree in Recreation and Cultural Management from the University of Southern California. He has been consultant and business advisor for the Austrian government (Chancellor Wolfgang Schüssel). After 16 years of Managing the Austrian Management Club, a lobbying organisation acting in Austria, Brussels and Central Europe as Secretary General, he became director of cultural programs of the Austrian Broadcast Corporation. Martin Schwarz is the owner of Schwarzconsult, an agency concentrating on creative concepts, media, arts and culture productions as well as marketing and sponsorship. He has advised successful international brands, such as Cirque Du Soleil, Casinos Austria, the electricity producer and supplier Verbund AG, Erste Bank, Raiffeisen Banks, The Lippizan Stallions, Vienna Choir Boys, Schloß Schönbrunn Castle and many Austrian museums and tourism regions. Currently Martin Schwarz still is Chairman of the Master´s Program “Culture Tourism” at the University of Krems (IMC), where since 1994 he has taught seminars and lectures on arts, cultural & leisure management. Mr. Schwarz is the founder and speaker of the board of the Austrian Business Committee for the Arts. Current research areas focus on arts, culture, media and tourism. Among his more recent publications are “Tax Guide for Art Sponsors” by WKO, Austrian Chamber of Commerce, 2008, Kultursponsoring, “Kulturland Österreich – an Analysis on Austria´s Image abroad”, Ministry of Economic Affairs, (2005) and the Reports on the World Conferences on Cultural Management, Development and Sponsorship, hosted by the Martin Schwarz GesmbH in Vienna (2005,2006).
International Business and Marketing in Central Europe
The course will evaluate the situation in CE after the change of the economic system to market economy. It will focus on global business trends, as they affect the development of the former Eastern European countries; the role of Marketing in the transition period and the actual developments. Cases will show the effects of marketing parameters in the development of the newly organised region. The present economic crisis will be observed and evaluated. The effect on consumers, business and communication networks will be discussed. Actual sources of magazines, newspapers, internet will be used by the participants to encourage deeper understanding.
Interest in business developments
Trend observation: eg. economic change, CE development.
Some introductory courses on business will be helpful
By the end of the course, students should be able to:
• Have a general understanding of Austrian, European and Central European business affairs
• discuss global business trends
• differentiate between the US and European economic system
• recognize major international business organizations and their tasks
• analyze major differences in European markets
• understand general principles of strategic marketing in Europe and Central Europe
• Active class participation, (20%)
• Group presentation on reading assignment (20%)
• Mid-Term Exam (20%)
• Term paper (7-10 PowerPoint pages on evaluation one market in CE for one selected industry (eg.
Tourism, Food, Cosmetics, Capital markets…) 20%
• Final exam based on lectures and complementary reading (20%)
Session 1: Introduction to course and topics
Session 2: General Information on economic structure in Austria, Europe; legal systems; difference ofEuropean 25 to Russia´s planned economy
Session 3: Introduction to Global marketing; development of product cycles, export, international marketing to global marketing; examples of global brands
Session 4: Part 1. Book session: handing out of reading assignments in two categories: a)
international business trends, b) global marketing; Part 2. International business organizations: WTO, GATT, G7 etc.
Session 5 Introduction to marketing; part one: Theories of Philip Kotler, part two: Non-Profit marketing, part three: global marketing Case study “Cirque du Soleil” Part 1: the Product
Session 6 Case study continued: Part 2 Developing a Marketing Plan; The European edge – Analyzing Media in Europe
Session 7 The European Enlargement Project Guest Lecture by Dr. Josef Oswald, Chief Analyst, Bank Austria- UniCredit Bank
Session 8-10 Book Reviews – Student Presentations
Session 11 Understanding the Economic Crisis and its effects on Central Europe: Panel Discussion with Dr. Wolfgang Mölzer, Dr. Josef Oswald
Session 12 Mergers and Acquisitions; principles of comparative advantages and competitive advantage; Analysis of industries by segment; Selection of topics for term paper
Session 13 Lobbying in Europe; the development of product know-how and public relations on the
national and multi-national level
Session 14 How to start your own business in Europe: legal differences USA, EU, CE ; chances guidelines of how to avoid threats
Session 15 The European Job Markets - Careers in Europe CV- Seminar; Adapting the American Resume to the European format
Session 16 Excursion 1 International and global brands in Vienna (Western Union Bank, Sotheby´s and Dorotheum, Swarovsky Crystal World, Cartier, H&M…)
Session 17 Excursion 2 International Chamber of Commerce (WTO in Austria), Fulbright Commission
Session 18 Test
• Hand Outs by the lecturer: eg.: Broshures of Int. Chamber of Commerce, WTO, Austrian Business Agency, etc.
• Gillespie, Jeannet, Hennessey
Global Marketing, Houghton Mifflin Company, Boston-New York 2004
• Mead, Richard International Management – Cross Cultural Dimensions
Blackwell Business, Cambridge Mass., 2005 (3rd edition)
• Friedman, Lawrence and Furey, Timothy
The Channel Advantage, Elsevier, Oxford 2005
• Pine, Gilmore
The Experience Economy, Harvard Business Press, 1999
Authenticity, Harvard Business Press, 2005
• Hill, Sam
• 60 Trends in 60 Minutes, John Wiley & Sons, Inc, New Jersey 2002
• Roberts, Kevin, Lovemarks, Saatchi & Saatchi, Power House Books, New York, 2004
• Internet
• Analysis of Business magazines (Economist etc.) on Central European Development:
• Friedmann, Thomas
The Lexus and the Olive Tree, New York, Farrat, Straves & Giroux, 1999
Martin Schwarz earned his Master Degree in Recreation and Cultural Management from the University of Southern California. He has been consultant and business advisor for the Austrian government (Chancellor Wolfgang Schüssel). After 16 years of Managing the Austrian Management Club, a lobbying organisation acting in Austria, Brussels and Central Europe as Secretary General, he became director of cultural programs of the Austrian Broadcast Corporation. Martin Schwarz is the owner of Schwarzconsult, an agency concentrating on creative concepts, media, arts and culture productions as well as marketing and sponsorship. He has advised successful international brands, such as Cirque Du Soleil, Casinos Austria, the electricity producer and supplier Verbund AG, Erste Bank, Raiffeisen Banks, The Lippizan Stallions, Vienna Choir Boys, Schloß Schönbrunn Castle and many Austrian museums and tourism regions. Currently Martin Schwarz still is Chairman of the Master´s Program “Culture Tourism” at the University of Krems (IMC), where since 1994 he has taught seminars and lectures on arts, cultural & leisure management. Mr. Schwarz is the founder and speaker of the board of the Austrian Business Committee for the Arts. Current research areas focus on arts, culture, media and tourism. Among his more recent publications are “Tax Guide for Art Sponsors” by WKO, Austrian Chamber of Commerce, 2008, Kultursponsoring, “Kulturland Österreich – an Analysis on Austria´s Image abroad”, Ministry of Economic Affairs, (2005) and the Reports on the World Conferences on Cultural Management, Development and Sponsorship, hosted by the Martin Schwarz GesmbH in Vienna (2005,2006).