Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Marketing
ESTRATÉGIA EMPRESARIAL - 2023/2024
3º curricular year
Semestralidade: 2nd semester
ECTS: 6
Teachers
Leading Teacher: Prof. Doutor Carlos Martins
Assistant Professor: Prof. Doutor Carlos Martins
Class type and School hours
Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas
Teaching Language
Portuguese
Main Aims/Objectives
It is this fundamental task chair convey the basic knowledge for an adequate strategic thinking in modern business organizations.
Specific Aims/Objectives
Provide an integrated view of modern organizations, both in its size and in its strategic operational side. This operational component will be combined with the knowledge and skills considered essential, so that is transmitted which decisions more relevant to the various functional areas of an organization - financial, production, marketing, human resources and information systems.
Skills to be acquired
Promote analytical capabilities and stimulate strategic reasoning.
Teaching Procedures
The classes included a theoretical and practical, with some practice sessions filled with presenting subjects offered to students, exercises or discussion on "Case Studies". Failure to attend classes in part or in its entirety does not inhibit students from ignorance of the content of the materials.
Programme
1. THE IMPORTANCE OF STRATEGIC DIMENSION IN ORGANIZATIONS
1.1. . The concept of corporate strategy
1.2. . Schools strategic
1.3. . The function and the elements of the strategy:
1.3.1.1. . The field of activity - strategic matrices
1.3.1.2. . Competitive advantage (I / O and TRC)
1.3.1.3. . The growth vector
1.3.1.4. "Staging"
1.3.1.5. "Economic logic"
1.3.1.6. . Synergy (fit)
1.4. The strategy in diversified business groups.
A STRATEGIC DESIGN
2. The external diagnostic
2.1. . Environmental analysis
2.2. . Analysis of the industry / sector
2.3. . Market analysis
2.4. . Competitive analysis.
3. The internal diagnostics
3.1. . Functions (finance, production, human resources, marketing, procurement)
3.2. SWOT analysis.
4. The Vision and the redefinition of the business - the mission
4.1. Strategic diamond
5. The strategic typologies (Porter / Miles & Snow)
5.1. The fundamentals of Competitive Advantage (HI / TRC)
5.1.1. Basic strategies
5.1.2. . Growth
5.1.3. . Maintenance
5.1.4. . Conversion
5.1.5. . Alliances, mergers and acquisitions, and internal development.
6. The selection strategies
6.1. . Risk optics.
7. The definition of business objectives - the methodology of Balanced Scorecard (BSC)
7.1. . The characteristics of the targets
7.2. . The types of objectives in BSC
7.3. . Strategic map
7.4. . Strategic initiatives
7.5. the strategic budget.
8. IMPLEMENTATION STRATEGY
8. The organizational structure
8.1.1. . Diagnosis for organizational design
8.1.2. . The concept and structure elements
8.1.2.1. . The basic models
8.1.2.2. . Models simple
8.1.2.3. . Complex models
8.1.2.4. . The virtual models
9. The planning and operational management
9.1. . Policies and decisions functional:
9.1.1. marketing / finance / production / rec.humanos / information systems / quality
9.1.2. . Operational programs and rules.
10. Culture, leadership, and teams.
11. CONTROL
11.1. The distribution of resources and control
12.1.1. . Resource allocation
12.1.2. . Process control
12.1.3. . Types of control.
Evaluation Type
. The classes included a theoretical and practical, with some practice sessions filled with presenting subjects offered to students, exercises or discussion on "Case Studies".
. Tests (2).
Teaching Resources
Data show.
Sustainability Objectives
Keywords
Strategy
Strategic Managment
Main Bibliography
Author | Silva, G.; Silva, J. T. |
---|---|
Title | Estrategia - o poder da Gestão Estrategica |
Edition | 1ª.ed. |
Place | Lisboa |
Editor | Atual Editora |
Year | 2020 |
Author | Cardeal , Nuno |
Title | Pensamento Estrategico |
Edition | 3ª ed. |
Place | Lisboa |
Editor | Universidade Catolica Editora |
Year | 2019 |
Author | Grant, R. Jordan, J. |
Title | Foundations of Strategy |
Edition | 2ª.ed. |
Place | New York |
Editor | Wiley |
Year | 2014 |
Complementary Bibliography
Author | Rumelt, Richard |
---|---|
Title | Good Strategy Bad Strategy;the difference and why |
Edition | 1ª edição |
Place | New York |
Editor | Crown Business |
Year | 2011 |