Teaching Methodologies
Lectures introduce the core Strategy and Marketing concepts. The theoretical-practical classes make use of case studies, including international examples, promoting analysis, reflection and group discussion. These activities allow students to apply conceptual models to real and uncertain situations, enhancing diagnostic skills and knowledge transfer to business contexts.
The methodologies are aligned with a pedagogical model that fosters active learning, theory-practice integration, collaborative work and transversal competences such as communication, synthesis and argumentation. Plenary discussions reinforce critical thinking and strengthen the connection between concepts and organisational reality.
Learning Results
Develop knowledge and comprehension skills in Strategy and Marketing through lectures and autonomous study. Apply concepts and models from both fields to the analysis and resolution of business problems using case studies and practical group work. Collect, select and interpret relevant information for strategic diagnosis and marketing decision-making. Develop analytical, synthesis, communication and argumentation skills. Foster a professional attitude reflected in rigorous work and in the understanding of how Strategy and Marketing tools apply to real situations.
Program
I. STRATEGY
1. Strategic Analysis
– Strategic Thinking and Planning
– Environmental analysis
– Porter’s Five Forces of Competition
– Industry structure
– Key success factors
– Company resources
– Porter’s Value chain
– Strategic fit and Strategic intent
– SWOT Analysis
– Company’s Vision, Mission, and objectives
2. Formulation of Strategies: Business strategies and Strategies at the corporate level
II. MARKETING
1. Introducing Marketing
2. Customer value and Customer management
3. Formal and informal Market Research
4. Consumer buying decision-making
5. Marketing Strategy: Segmentation, Targeting and Positioning
6. Marketing Mix
7. Marketing Digital
Curricular Unit Teachers
Joaquim Alexandre Macedo de SousaGrading Methods
- - Exam - 100.0%
- - Group assignments: Strategy (40%), Marketing (50%) - 90.0%
- - Attendance and Participation - 10.0%
Internship(s)
NAO
Bibliography
Estratégia/Strategy:
Freire, A. (2020). Estratégia – Criação de Valor Sustentável em Negócios Tradicionais e Digitais. Bertrand.
Freire, A. (1997). Estratégia – Sucesso em Portugal. Lisboa: Verbo.
Robalo Santos, A. (2008). Gestão Estratégica – Conceitos, modelos e instrumentos. Lisboa: Escolar Editora.
Teixeira, S. (2014). Gestão Estratégica. Lisboa: Escolar Editora.
Marketing:
Kotler, P, Armstrong, G. (2018). Principles of Marketing. 17th edition. Pearson.
Ferreira, B., Marques, H., Caetano, J., Rasquilha, L. & Rodrigues, M. (2015). Fundamentos de Marketing. 3ª edição. Lisboa, Portugal: Edições Sílabo.