Class Strategic Management and Marketing

This Curricular Unit (UC) presents a set of fundamental themes in the field of Management, specifically in the field of Marketing and Business Strategy. These are two areas that have been acquiring greater importance for companies in a context that is increasingly global and competitive and in which they seek to differentiate themselves in a positive way.

Not applicable

a. Strategic Management: 1. Strategic thinking and strategic planning; 2. Analysis of the external environment; 3. Analysis of the internal environment; 4. Strategic fit, strategic intent and dynamic SWOT analysis; 5. Vision, Mission and company objectives; 6. Business strategies and corporate strategies.   b. Marketing: 1. The importance of marketing; 2. Historical contextualization of marketing; 3. The main axes of marketing and essential marketing concepts; 4. Marketing Plan 5. Digital marketing; 6. The market.

Carrying out practical work (with guidance in class) resulting from the application of theoretical concepts to a real company chosen by the students (putting students in contact with a real company).

Freire, A. (1997). Estratégia – Sucesso em Portugal. Lisboa: Verbo. Freire, A. (2020). Estratégia – Criação de Valor Sustentável em Negócios Tradicionais e Digitais. Lisboa: Bertrand. Kotler, P. and Armstrong, G. (2018). Principles of Marketing (17th edition). Global edition: Pearson Global Edition. Teixeira, S. (2013) Gestão das Organizações. 3.ed. Lisboa: Escolar editora Teixeira, Sebastião (2014). Gestão Estratégica. Lisboa: Escolar Editora.