POLT06006 2021 European Business Environment

General Details

Full Title
European Business Environment
Transcript Title
European Business Environment
N/A %
Subject Area
POLT - Politics
MKTS - Marketing, Tourism & Sport
06 - NFQ Level 6
05 - 05 Credits
Start Term
2021 - Full Academic Year 2021-22
End Term
9999 - The End of Time
Joan Morrison, Gillian ODonovan
Programme Membership
SG_BACCO_C06 202100 Higher Certificate in Business in Accounting SG_BBUSI_C06 202200 Higher Certificate in Business in Business Studies SG_BMKTG_B07 202200 Bachelor of Business in Marketing SG_BMARK_H08 202200 Bachelor of Business (Honours) in Marketing SG_BBUSI_H08 202200 Bachelor of Business (Honours) in Business SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales SG_BBUSI_B07 202100 Bachelor of Business in Business in Business Administration L7 SG_BTOUR_B07 202200 Bachelor of Business in Tourism with Event Management SG_BBUSS_B07 202200 Bachelor of Business in General Business SG_BADMN_B07 202200 Bachelor of Business in Business Administration SG_BFINA_H08 202200 Bachelor of Business (Honours) in Finance and Investment SG_BTOUR_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages

Europe presents a complex but an always increasing opportunity network for business activity. In this module students will acquire the skill to do  a PESTEL/ PESTELE analysis to analyse a business and the European environment in which it operates. They will learn about  the relationship between business and the political institutions, policies and regulations of the European Union and the challenges of the post BREXIT business environment.  There is a  practical Business Simulation  to bind theory and practice. Current issues will feature prominently to encourage engagement with present day problems. 


Learning Outcomes

On completion of this module the learner will/should be able to;


Identify the key stepping stones in the creation, development and challenges of the European Union integration process and impact on  Ireland and Irish business, 1973 - 2021


Describe the key EU Institutional players which set the rules and agenda of the European Business Environment


Use the PESTLE framework to analyse a business and its trading environment in Europe


Simulate a policy and decision-making negotiation on a business topic through a Business Simulation ( European/EU) meeting


Source and interpret information relevant to the syllabus content

Teaching and Learning Strategies

LECTURE and Group Discussions/Tutorials.

Business Simulation meeting - local/national business and EU regulation
SIMULATION meeting - NEGOTIATION AND DEBATE  in a European/ EU Institutional framework: e.g. a Council of Ministers or European Parliament meeting: this frames the teaching and learning of the module. Student choose their 'role' in Week 2; active learning and listening ensues as students discuss and then choose the 'topic'/ 'directive' for negotiation; research of their position and interaction with other delegates is a continuous process throughout the semester. The 'learning' and 'applying of knowledge' culminates in

(a) the Business Simulation meeting in Week 10 and (b) the 'long question' in the Final Exam

SHORT  Quizzes via VLE - Moodle - These are 'ongoing, i.e. approx every three weeks, and ensure students engage with material throughout the semester

FIELDTRIP  ( where time and finance allows)


Module Assessment Strategies

Business SIMULATION negotiation in a European/ EU Institutional framework  on a business topic (30%);  
Short Quizzes (20%) ;
FINAL Examination: Multiple-choice and essay questions (50%)






Repeat Assessments

Written Assignment/Report and/or EXAM/Oral Presentation

Indicative Syllabus

The origins and  development of the European Union (LO1) 
From the European Coal and Steel Community to the EU: the stages in its development up to the present day.
Ireland and The European Union
The Single Market - from Rome to Lisbon

The Key Institutions of the European Union (LO2)
The EU triangle - The Commission, The Council of Ministers and the European Parliament.

Policy and Decision Making of the European Union and Impact on Irish Business (LO2,LO3, LO4)
The Single Market and Irish Business - 
Regulations, Directives, Decisions and Recommendations 

PESTELE  Analysis Framework Ireland and Europe (LO 4, LO5)
Overview of Irish Political, Social and Economic Environment in context of  Europe and membership of the European Union
PESTELE analysis of Business  in Europe - with focus on local/national business

Apply learning via Business Simulation  Meeting  - appraise, analyze and 'negotiate' a business and impact of European/EU policy initiative in relation to a local/national business (LO 4, LO5) 


Coursework & Assessment Breakdown

Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Business Simulation Meeting Continuous Assessment Assessment 30 % Week 10 1,2,3,4,5
2 Multiple-Choice Assessment Continuous Assessment Assessment 20 % OnGoing 1,2,5

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 50 % End of Semester 1,2,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Lecture 3 Weekly 3.00
Independent Learning Not Specified Independent Learning 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Required Reading
2018 Doing Business in Europe Sage

Recommended Reading
2015-09-22 European Business
ISBN 0415617170 ISBN-13 9780415617178

As a result of the budgetary crises facing many European economies, the third edition of European Business is published at a time of turbulence in the European Business environment. The resulting uncertainty has put at risk those features which have made Europe unique the market and policy integration which has shaped the strategy of businesses with a European presence during the preceding decades. This new edition assesses the importance of the key features of integration for business and how individual member states affect the integration process and bring diversity to European business. In recognition of the ever increasing interdependence of Europe with the rest of the world, this new edition of European Businessalso puts greater emphasis on the links between Europe and the worlds other main regions. The text has been fully updated to take account of the fast moving changes affecting the discipline and contains a range of pedagogical features to help students make sense of what can seem a confusing and complex environment. In addition to the numerous case studies, the features include clear objectives, discussion questions, activities, boxed supporting information and extensive up-to-date reading.

Recommended Reading
2020-07-02 Greed Is Dead Allen Lane
ISBN 0241467950 ISBN-13 9780241467954

Two of the UK's leading economists call for an end to extreme individualism as the engine of prosperity Throughout history, successful societies have created institutions which channel both competition and co-operation to achieve complex goals of general benefit. These institutions make the difference between societies that thrive and those paralyzed by discord, the difference between prosperous and poor economies. Such societies are pluralist but their pluralism is disciplined. Successful societies are also rare and fragile. We could not have built modernity without the exceptional competitive and co-operative instincts of humans, but in recent decades the balance between these instincts has become dangerously skewed: mutuality has been undermined by an extreme individualism which has weakened co-operation and polarized our politics. Collier and Kay show how a reaffirmation of the values of mutuality could refresh and restore politics, business and the environments in which people live. Politics could reverse the moves to extremism and tribalism; businesses could replace the greed that has degraded corporate culture; the communities and decaying places that are home to many could overcome despondency and again be prosperous and purposeful. As the world emerges from an unprecedented crisis we have the chance to examine society afresh and build a politics beyond individualism.

Required Reading
2020-11-14 Understanding the European Union Red Globe Press
ISBN 1352011190 ISBN-13 9781352011197

This is the must-have, leading introduction to the European Union. Offering an ideal primer on the EUs history, institutions, and politics, this concise textbook also covers the various challenges and opportunities faced by the EU, from the democratic deficit and the potential of future enlargement to the spread of nationalism and crises such as Brexit and the impact of the global pandemic. Understanding the European Union is now more crucial than ever, and this text provides a succinct but nuanced account of its development and how it works. This book will be the ideal guide for all undergraduate and postgraduate courses in political science, global affairs and European Studies. It is also a suitable starting point for anyone seeking to learn more about the EU.

Module Resources

Non ISBN Literary Resources

Policy-Making in the European Union 7th ed.  - Wallace, Pollack Young  Oxford University Press 
Case Studies in Business Ethics, 6th ed., Al Gini, Alexei M. Marcoux, Pearson 2009


Journal Resources

European Business Revew

Journal of Common Market Studies
Journal of European Public Policy

URL Resources

Web guide General information
1 (a) GATEWAY to the EU  - www.europa.eu: activities, institutions, documents, services, etc. Europe's Information Society: www.europa.eu.int/information_society/index_en.htm;  The EU: Panorama, treaties, etc. www.europa.eu.int/abc/index_en.htm

1. (b) Doing Business in the EU - https://ec.europa.eu/info/business-economy-euro/doing-business-eu_en
2. (a) Doing Business in the European Union 2020: Greece, Ireland and Italy - Reports assessing the regulatory environment for businesses and its impact on local entrepreneurs - https://www.doingbusiness.org/en/reports/subnational-reports/eu-greece-ireland-italy 
2. (b) EU news from European Voice - www.europeanvoice.com/
3. (a) Doing Business in Ireland - https://www.idaireland.com/doing-business-here
3 (b) SMEs in the EU - www.sme-union.org/ SMEs in the EU.

4. EU business - www.eubusiness.com
5. EUobserver - www.euobserver.com
6. EUActiv - - www.euractiv.com
7. NewEurope - www.neweurope.eu
8. Politco - www.politco.eu

9. Chambers of Commerce - www.britishirishchamber.com; https://www.chambers.ie/policy/eu-policy/completing-the-single-market/

10. European Business Review - https://www.emerald.com/insight/publication/issn/0955-534X/vol/32/iss/4
e.g. SMEs motivations for CSR: an exploratory study Siv Marina Flø Grimstad, Richard Glavee-Geo, Barbro Elisabeth Fjørtoft
The paper aims to investigate the relationship between firms’ motivation for corporate social responsibility (CSR) and the moderating role of internationalisation.


Public surveys – European citizens

1. www.uropa.eu.int/comm/public_opinion/index_en.htm public opinion towards the EU.

2. www.europa.eu.int/europedirect/ answering services to European citizens concerned by phone.

3. www.europa.eu.int/comm/public_opinion/cf/index_en.cfm select a trend question and find the related study made by the EU.
4. www.europa.eu.int/comm/enlargement/opinion/#eurobarometer public opinion about European enlargement – European citizens.

5. www.europarl.europa.eu/enlargement/briefings/41a3_en.htm

6. SMEs in the EU: www.sme-union.org/

 Gabriele Suder’s Doing Business in Europe video series (on the SAGE companion website at http://www.sagepub.co.uk/suder2e and YouTube)

Other Resources


YOUTUBE - European Big Data Value Forum - November 2020 - https://www.youtube.com/watch?v=Nmc5gBq0biU

Additional Information