Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Marketing

Versao Portuguesa

ESTRATÉGIA EMPRESARIAL - 2017/2018

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

One. THE IMPORTANCE OF STRATEGIC DIMENSION IN ORGANIZATIONS
1.1.1. . The concept of corporate strategy
1.1.2. . Schools strategic
1.1.3. . The function and the elements of the strategy:
1.1.3.1.1. . The field of activity - strategic matrices
1.1.3.1.2. . Competitive advantage (I / O and TRC)
1.1.3.1.3. . The growth vector
1.1.3.1.4. "Staging"
1.1.3.1.5. "Economic logic"
1.1.3.1.6. . Synergy (fit)
1.2. The strategy in diversified business groups.

A STRATEGIC DESIGN
2nd. The external diagnostic
2.1.1. . Environmental analysis
2.1.2. . Analysis of the industry / sector
2.1.3. . Market analysis
2.1.4. . Competitive analysis.

3rd. The internal diagnostics
3.1.1. . Functions (finance, production, human resources, marketing, procurement)
3.1.2. SWOT analysis.

4th. The Vision and the redefinition of the business - the mission
4.1.1. Strategic diamond

5th. 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.

6th. The selection strategies
6.1.1. . Risk optics.

7th. The definition of business objectives - the methodology of Balanced Scorecard (BSC)
7.1.1. . The characteristics of the targets
7.1.2. . The types of objectives in BSC
7.1.3. . Strategic map
7.1.4. . Strategic initiatives
7.1.5. the strategic budget.

Eight. IMPLEMENTATION STRATEGY

9th. The organizational structure
9.1.1. . Diagnosis for organizational design
9.1.2. . The concept and structure elements
9.1.2.1.1. . The basic models
9.1.2.1.2. . Models simple
9.1.2.1.3. . Complex models
9.1.2.1.4. . The virtual models

10. The planning and operational management
10.1.1. . Policies and decisions functional:
10.1.1.1.1. marketing / finance / production / rec.humanos / information systems / quality
10.1.2. . Operational programs and rules.

11. Culture, leadership, and teams.

12. CONTROL
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 avalição (2).

Teaching Resources

Data show.

Sustainability Objectives

Keywords

Strategy
Strategic Managment

Main Bibliography

Author THOMSON, Arthur A.,Strickland A.J.
Title Crafting and Implementing Strategy: text and readi
Edition 10.ed.
Place N.York
Editor Irwin/McGraw-Hill
Year 2011
Author Magretta, Joan
Title Michael Porter- o essencial sobre estrategia,conco
Edition 1.ª ed.
Place V.N.Famalicão
Editor Centro Atlantico
Year 2011
Author FREIRE, Adriano
Title Estratégia
Edition 12ª.ed.
Place Lisboa
Editor Verbo
Year 2008

Complementary Bibliography

Author MARTINS, Carlos
Title Notas de Estratégia Empresarial
Edition 1ª. ed.
Place Porto
Editor Proprio
Year 2000
Author Rumelt, Richard
Title Good Strategy Bad Strategy;the difference and why
Edition 1.ª ed.
Place New York
Editor Crown Business
Year 2011