Base Knowledge
N/A
Teaching Methodologies
The theoretical contents of the curricular unit will be presented through theory lectures and theorical/pratical for resolution of exercises or discussion and analysis of case studies.
The assessment includes a individual work (10%), a group work (40%) and an indivual test (40%). Participation will count for 10% of the final grade.
The final examination of this assignment consists in a written test (50%) and work with the same weight.
Learning Results
Developing the skills to make a business planning, including strategic business unit and product
Program
1. Notions and strategy concepts
1.1. definitions
1.2. Strategic thinking vs. strategic planning
1.3. The strategic plan vs. marketing plan
2. Strategic analysis
2.1. PEST analysis
2.2. Market analysis
2.2.1.Porter’s five forces analysis, framework for industry analysis and business strategy
2.3. Internal analysis
2.4. SWOT Analysis
3. objectives
4. Strategy Definition
4.1. Products / markets
4.2. vertical integration
4.3. diversification
4.4. business Development
4.5. internationalization
5. Implementation of the strategy
Grading Methods
Continuing Evaluation
Individual and/or Group Work - 40.0%
Attendance and Participation - 10.0%
Individual Work - 10.0%
Individual test - 40.0%
Exam
Individual and/or Group Work - 50.0%
Exam - 50.0%
Internship(s)
NAO
Bibliography
CRUZ, F. & CRESPO DE CARVALHO, J. (2014). Strategy Manual, Concepts, Practice and Roadmap. Lisbon: Sílabo Editions.
CARVALHO, L. et al., (2014). Organization Management – An Integrated and Prospective Approach. Lisbon: Sílabo Editions.
DAVID, F. (2017). Strategic Management, a Competitive Advantage Approach, Concept and Cases. London: Pearson Education.
FREIRE, A., (2002). Strategy: Success in Portugal. Lisbon: Editorial Verbo.
KOTLER, P. & KELLER, K. (2016). Marketing Management, 15th Edition, Pearson Education.
MAUBORGNE, R. and CHAN KIM, W., (2016). Blue Ocean Strategy – How to Create More Market and Make the Competition Irrelevant. Lisbon: Actual Editora.
MINTZBERG, H. (2005). The Strategy Process, Concepts, Contexts and Selected Cases (4th Edition). Porto Alegre: Bookman Editora.
TZU, S. (2009). The Art of War. Lisbon: Bertrand Editora