Class Business Management, Marketing and Innovation

This subject is highly relevant to the degree in question, as it is a fundamental area of ¿¿knowledge for future managers. Understanding consumers and acquiring the skills to define the product or service, price, where to sell it, and how to communicate it are essential aspects for the success of a beauty and wellness business.

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1. Business Management 1.1 Difference between business management and administration 1.2 Business Management and Entrepreneurship 1.3 Business management and market intelligence 1.4 Business plan 2. Marketing 2.1 Product Policy (good, service or idea) 2.2 Price Policy 2.3 Distribution Policy 2.4 Communication Policy 3. Innovation 3.1 Concept of innovation 3.2 Strategic innovation management 3.3 Organization of innovation 3.4 Management of the new product development process 3.5 Management of new product development teams

Classes are theoretical and theoretical-practical. In theoretical classes, the concepts, principles and essential theories related to business management, marketing and innovation are presented. In the theoretical-practical sessions, debates are promoted on case studies that illustrate the subject matter covered in theoretical classes, the reality of organizations, as well as individual assignments that will be later presented and debated in class. Also, in the theoretical-practical classes, students are presented with case studies in a national and international context to identify and develop skills associated with business management, marketing and innovation. Student assessment is carried out in accordance with the university's assessment regulations and with the following assessment moments: Written Test 60%) and individual work presented in class (40%).

Baynast, A.et al, (2018). Mercator 25 anos . Alfragide: Dom Quixote Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 - do tradicional ao digital. Actual Editora. Kotler, P., & Armstrong, G (2013). Principles of marketing (15th ed.), Pearson Education International. ISBN-10: 0133084043. McKeever, M. (2011). How to write a business plan (10th). Berkeley, California: NOLO.