Curricular Unit:Code:
Corporate strategy987ESEM
Year:Level:Course:Credits:
3UndergraduateBusiness Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Winter SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
The main objective is that students acquire competences to make decisions on a corporate level, including organizations, planning, implementation and control.
Syllabus:
Strategic planning process.
Phases and tools
Organizational structures and decision making process.
Strategies.
Objectives.
Segmentation and positioning.
Consumer decision making process
Marketing mix.
Business plan.
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The concepts and tools presentes are then applied into practice, using case studies and actual and real situations, in a similar way, as required on a business company.
Teaching Methodologies (Including Evaluation):
Continous evaluation.
Case studies: 20%
Final Assignment: 30%
Individual test: 50%
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
The concepts and tools presentes are then applied into practice, using case studies and actual and real situations, in a similar way, as required on a business company.
Reading:
Ferreira, M.P., Santos, J. C., Reis, N. e Marques, T., Gestão Empresarial, Ed. Lidel, 2ª Edição, 2010
Serra, F., Ferreira, M., Torres, M. e Torres, A. Gestão Estratégica Conceitos e Prática, Ed. Lidel, 2012
Teixeira, S. Gestão das Organizações, McGraw Hill, 2ª Ed. 2005
Cohen, William A., The Marketing Plan, Second Edition, John Wiley & Sons, Inc., 1998
Guiltinan, Paul & Madden, Marketing, Strategies and Programs, McGraw Hill, 1997