The course analyzes investment opportunities, the legal and economic environment in Central and Eastern Europe. Students will learn about the business networks operating in this fast developing environment. There will be a special emphasis on the re-integration of the economies of the region into the global economy. The course will analyze the region in terms of sectors (Banking/Capital Markets, Retail, Utilities, Real Estate…) and will also feature guest speakers (practitioners) from different business areas.
Last update: Vykoukal Jiří, doc. PhDr., CSc. (18.02.2019)
Aim of the course
Upon completion of this course, the student will: Improve critical thinking by seeing business issues through different eyes (western versus local CEE perspective; academic versus managerial perspective) Analyze the opportunities and factors critical to success in CEE Gain a better understanding of business and politics of transition states in the post-communist world.
Last update: Vykoukal Jiří, doc. PhDr., CSc. (18.02.2019)
Literature
Recommended Reading:
• Strategic Market Management David A. Aaker, Damien McLoughlin; John Wiley & Sons, 2017 • Marketing Management Philip Kotler, Prentice Hall International, 2018 • The New Rules of Marketing and PR David Meerman Scott; John Wiley & Sons, 2018
Last update: Vykoukal Jiří, doc. PhDr., CSc. (18.02.2019)
Teaching methods
Seminar, discussion.
Last update: Vykoukal Jiří, doc. PhDr., CSc. (18.02.2019)
Requirements to the exam
COURSE REQUIREMENTS: Mid-term exam (40 %): The mid-term exam will focus on subjects covered so far on the course. The exam will be completed individually and will be invigilated in strict accordance with university guidelines. Project (20%) Final exam (40 %): The final exam will cover all subjects discussed after the mid-term exam. The final exam will be completed individually and will be invigilated in strict accordance with university guidelines.
Project: Students have to prepare a short country profile of one country of the region as a PowerPoint presentation. The presentation should include basic country statistics (total area, population, GDP/head etc.) and then have a focus on the economy: economic development, major industries, major foreign trade partners, foreign direct investment. The format of the presentation is up to the group, but should be guided by the idea of an “investment story”: Why should a firm do business in this country? Devote sufficient time to the design of the presentation - it is a communicative challenge to tell an interesting story about the country in a short time. The objective of this exercise is to give a compact and meaningful description of the country: What is important to know about this country? What would you tell a potential exporter or foreign investor about this economy? Presentation should not be longer than 20 min per country. The presentations will be evaluated by their overall quality (content, format of presentation).
Grading Scale 91-100 A (Excellent) 81-90 B (Very Good) 71-80 C (Good) 61-70 D (Satisfactory) 51-60 E (Sufficient) 0-50 F (Fail)
Last update: Vykoukal Jiří, doc. PhDr., CSc. (18.02.2019)
Syllabus
Schedule 1. The CEE Region in Historical Context 2. Banking and Capital Markets in CEE 3. The CEE Retail Market 4. Utilities and Energy Markets 5. Marketing in CEE 6. Mid Term Exam 7. The CEE Real Estate Market 8. Transportation and Infrastructure in CEE 9. Public Relations and the Media Landscape in CEE 10. Human Resources Management in CEE 11. Travel and Tourism in CEE 12. Presentations 13. Final Exam
Last update: Vykoukal Jiří, doc. PhDr., CSc. (18.02.2019)
