Planning and Strategic Management

N/A

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.

Developing the skills to make a business planning, including strategic business unit and product

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

• - Exam - 50.0%
• - Individual and/or Group Work - 50.0%

• - Attendance and Participation - 10.0%
• - Frequency - 40.0%
• - Individual and/or Group Work - 40.0%
• - Individual Work - 10.0%

NAO

CRUZ, F. & CRESPO DE CARVALHO, J. (2014). Manual de estratégia, conceitos, prática e roteiro. Lisboa: Edições Sílabo. 

CARVALHO, L. et al., (2014). Gestão das organizações- uma abordagem integrada e prospetiva. Lisboa: Edições Sílabo.

DAVID, F. (2017). Strategic Management, a competitive advantage approach, concept and cases. London: Pearson education.

FREIRE, A., (2002). Estratégia: Sucesso em Portugal. Lisboa: Editorial Verbo. 

KOTLER, P.  & KELLER, K. (2016), Marketing Management, 15th edition, Pearson Education.

MAUBORGNE, R. e CHAN KIM, W., (2016). A estratégia do oceano azul – Como criar mais mercado e tornar a concorrência irrevelante. Lisboa: Actual editora.

MINTZBERG, H. (2005). O processo da estratégia, Conceitos, contextos e casos selecionados (4ª Edição).  Porto Alegre: Bookman Editora.

TZU, S. (2009). A arte da guerra. Lisboa: Bertrand Editora