Strategic Management (BA2070)

Topics covered

  • European Business, the PEST framework for assessing the business environment and SWOT
  • environmental scanning 
  • Culture and cultural differences in Europe.
  • Theoretical explanations of European integration. 
  • An account of the main treaties and institutions
  • The single European market (SEM) (also called the common market or sometimes the single internal market (SIM) or simply internal market (IM)).
  • EU competition policy
  • Mergers, liberalisation, state aid and, briefly, international affairs.
  • The place and role of the MNE in a globalising world. 

Learning outcomes

By the end of this module students should be able to:

  • Understand how different institutions, policies and processes have shaped the European Union (EU) and the European business environment
  • Analyse the interaction between policy frameworks and business behaviour
  • Think systematically and critically about the integration process 3
  • Appreciate and understand the challenges facing European Competitiveness
  • Analyse the national, regional and global influences on European business
  • Understand and examine the complex relationships between the EU and major trading partners (United States), and between the EU and emerging markets
  • Think laterally and critically about European business – skills needed to be a successful European/international manager
  • Undertake independent research on a key aspect of European business


This module is assessed by a two hour unseen written examination.

Essential reading

European Business (Johnson D., Turner C.)