This document provides information about modules offered in the second semester at a university. It lists 10 modules being offered, including Human Resources Management, The Economy of the European Union, Spain: Society and Culture, Cross-Cultural Business Behaviour, Entrepreneurial Initiative, Global Issues on Quality and Environmental Management, Introduction to Environmental Economics, Marketing in the European Union, Marketing Variables, and Retail Marketing. For each module, it provides a short description of the course objectives and topics as well as information about professors and evaluation methods.

1. Welcome
7 February 2012

2. MACARENA ORGILÉS
OFICINA DE RELACIONES INTERNACIONALES
Office: Germán Bernácer Building (number 36)
Available everyday from 9 to 14h (on Thursdays also from
15 to 17h)
Phone : +34 965909406
Fax : +34 965909789
ibp@ua.es
Macarena.Orgiles@ua.es
JOSÉ M. CASADO
ASSOCIATE DEAN FOR INTERNATIONAL RELATIONS
Office: Germán Bernácer Building (number 36)
Available on Wednesdays from 9 to 11h.
international.feb@ua.es

3. Modules offered in the 2nd
Semester
• HUMAN RESOURCES MANAGEMENT - Prof. Juan Llopis
• THE ECONOMY OF THE EUROPEAN UNION:
CHARACTERISTICS, ECONOMIC STRUCTURE AND
INSTITUTIONS – Prof. Oana Driha / Prof. Pedro Manuel García
• CROSS-CULTURAL BUSINESS BEHAVIOUR. DOING BUSINESS
IN SPAIN - Prof. Pilar Barra
• SPAIN: SOCIETY AND CULTURE - Prof. Rafael Valdueza / Prof.
Raquel Huete
• ENTREPRENEURIAL INITIATIVE: STARTING AND RUNNING A
BUSINESS - Prof. Virginia Payá / Prof. Reyes González
• GLOBAL ISSUES ON QUALITY AND ENVIRONMENTAL
MANAGEMENT – Prof. Juan José Tarí / Prof. José Francisco Molina
• INTRODUCTION TO ENVIRONMENTAL ECONOMICS - Prof.
Roberto Escarré / Prof. Denise Eisenhuth
• MARKETING IN THE EUROPEAN UNION – Prof. Juan Luis Nicolau
/ Prof. Sonia Rujas / Prof. Felipe Ruiz
• MARKETING VARIABLES: DECISION MAKING IN A
COMPETITIVE ENVIRONMENT - Prof. Enar Ruiz
• RETAIL MARKETING – Prof. Mayo de Juan

4. Short presentations of the modules
offered in the 2nd Semester
HUMAN RESOURCES MANAGEMENT
Prof. Juan Llopis (DEAN)
 The main objectives of this course are:
Having in mind that every manager of a
firm is a HRM, give a general guide
about how to manage people; argue how
a HRM can be a strategic partner of any
firm; have a general overview about the
knowledge, skills and abilities that must
have a Human Resources Manager;
describe the fundamental tools, methods
and techniques that are used in a
Department of Human
Resources. (syllabus).

5. THE ECONOMY OF THE EUROPEAN
UNION: CHARACTERISTICS,
ECONOMIC STRUCTURE AND
INSTITUTIONS
Prof. Paloma Taltavull / Prof. Oana Driha /
Prof. Pedro Manuel García
 The subject aims to analyze the past,
present and future of European
integration on the basis of historic and
economic reasoning. This process and
its effects will be assessed taking into
account differences in European
Member States economies as well as
considering the EU as a whole at the
international level. (syllabus).

6. SPAIN: SOCIETY AND CULTURE
Prof. Rafael Valdueza / Prof. Raquel Huete
This course is designed as an exploration
of contemporary Spain, its culture, its way
of life and the issues confronting them. It
seeks to provide students with a better
understanding of the diverse influences
that make up contemporary Spain
(syllabus).

7. CROSS CULTURAL BUSINESS
BEHAVIOUR. DOING BUSINESS IN
SPAIN
Prof. Pilar Barra
The current globalization seems to present an
ideal environment for companies to be successful
anywhere in the world. Sometimes we are not able
to understand why our perfectly planned strategy
did not result in a remarkable success.
Not all countries behave in the same way when
doing business. Only by knowing perfectly our
target country business culture should we be able
to start doing business. If not, a high risk of failure
would be present. This course provides a
comprehensive view of Spain and its business
culture as the key to success. (syllabus).

8. ENTREPRENEURIAL INITIATIVE: STARTING AND
RUNNING A BUSINESS
Prof. Virginia Payá / Prof. Reyes González
Objective is two fold:
First Part: Create positive attitudes towards entrepreneurial initiative
Second Part: Learn skills and tools for running a business today
First Part:
•HOW and WHY entrepreneurship is being promote within the
E.U.
•HOW we can TRANSFORM an idea into a business
•Once we are established, HOW we can grow our business;
business Strategies and Internationalization
Second Part:
Modern Management: management SKILLS
Organization and Change: STRESS and CONFLICT
Control, Information & TECHNOLOGY
Corporate SOCIAL RESPONSIBILITY & Business ETHICS

9. ENTREPRENEURIAL INITIATIVE: STARTING AND
RUNNING A BUSINESS
Prof. Virginia Payá / Prof. Reyes González
Methodology:
Lecturers will introduce the topics
•You will work in class with real cases
•You will learn to analyse information provided by companies
•You will know about organizations that will show you:
WHAT they DO
HOW they Work
WHAT services they provide to companies and
to people thinking to start a business
Evaluation:
30% Theory (test, multiple choice)
40% Practice: Business Plan and an Essay
30% Work in class, participation,
attendance (syllabus).

10. GLOBAL ISSUES ON QUALITY AND
ENVIRONMENTAL MANAGEMENT
Prof. Juan José Tarí / Prof. José Francisco Molina
Quality management and environmental management
are key practices that have positive impacts on
business competitiveness. The main objectives of
this course are: to analyse the evolution of quality
and environmental topics; to know the concepts
and main tools about quality and environmental
management; to know how to manage processes
in organisations to meet customer needs; to
determine how companies impact on the natural
environment examining how firms can reduce their
environmental impacts; to learn how to implement
quality and environmental management systems.
(syllabus).

11. GLOBAL ISSUES ON QUALITY AND
ENVIRONMENTAL MANAGEMENT
Juan José Tarí Guilló and José Francisco Molina Azorín
* OBJECTIVES:
- To know the basic concepts and main tools about QM and EM
- To learn how to manage processes to meet customer needs
- To determine how companies impact on the natural environment and how they
can reduce their environmental impacts
- To learn how to implement QM and EM systems
* SYLLABUS:
PART I: Quality management (units 1 and 2)
PART II: Environmental management (units 3 and 4)
* METHODOLOGY:
- General overview of the main concepts and tools; videos
- Resolution and discussion of cases and readings, presentations by students
* ASSESSMENT:
- 10%: attendance and participation
- 60%: resolution of cases and presentations by students
- 30%: exam

12. INTRODUCTION TO ENVIRONMENTAL
ECONOMICS
Prof. Roberto Escarré / Prof. Denise Eisenhuth
• The objective of this class is to assist you in
observing and approaching environmental
problems, as well as issues in an objective and
analytical manner without employing sophisticated
models or quantitative methods. The case study
approach is emphasized in this course. Prior
economic or math courses are not necessary for
the class.
• In particular, students will be encouraged to
consider how environmental economics can be
applied to deal with major environmental
issues such as climate change, biodiversity loss,
the impact of trade, carbon and other footprints,
the environmental costs versus the benefits of
projects, etc.(syllabus).

13. Methodology
• Lectures: PowerPoint available from Campus
Virtual in advance
• Seminar sessions: Class Discussions /
Assessments based on lectures, videos & articles
At the end of the course, successful students
should be able to:
– Apply basic economic tools such as cost
benefit analysis to simple environmental
problems
– Understand how some of these economic tools
have been applied in practice
The course aims to enhance research skills, ability
to organise available information, and think
critically particularly through the preparation of a
short presentation and the drafting of papers

14. MARKETING IN THE EUROPEAN
UNION
Prof. Juan Luis Nicolau / Prof. Sonia Rujas /
Prof. Felipe Ruiz
On completion of this course, the student should be able
to: acquire a global overview of European Marketing;
formulate and recognize European Marketing
Strategies; how to adapt marketing concepts to
practical cases studies; understand national
differences among countries and create marketing
plans and evaluate the implication of an enlarged EU
in global markets. (syllabus).

15. MARKETING VARIABLES: DECISION
MAKING IN A COMPETITIVE ENVIRONMENT
Prof. Enar Ruiz
• This course focuses on the TACTICAL and
STRATEGIC decisions on marketing variables (product,
price, distribution and communication) that a company
LEARN by PLAYING
faces in a changing and competitive environment.
• This course has a mainly PRACTICAL APPROACH.
MAKING MARKETING
Students will manage the marketing departments of
different companies competing in the marketplace. To
analyze the performance of these companies, a virtual
DECISIONS
environment will simulate the real market. (syllabus)

16. MARKETING VARIABLES: DECISION MAKING IN A COMPETITIVE ENVIRONMENT
Information
Information
Marketing
Feedback Marketing
decision Feedback
decision
Competitive
setting
Results
Group work
Feedback
&
Information
Individual work
Marketing
decision
Competitive
setting
Results
ASSESSMENT
Competitive
Information
Information Results
(active participation in class)
setting
Marketing
Feedback
Attendance (min.Marketing
80%) decision
Feedback
& decision  SUCCESS
working during the sessions
Competitive
Results
Competitive setting
Results
setting

17. RETAIL MARKETING
Prof. Mayo De Juan
 This course will familiarize students with the decisions
and strategies involved in running a retail firm in
national and international markets.
 Retailing is analyzed as one form of marketing.
 Attention is devoted to:
 The world of retailing
 Retail Market Strategy: segmentation & positioning
 Merchandising & customer service
 Store image and store location
 Store atmosphere
 Methodology includes case study resolution in
class and presentations. (syllabus).

18. Thank you¡