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

INTRODUÇÃO À GESTÃO - 2023/2024

1º curricular year
Semestralidade: 1st semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Manuel Maçães
Assistant Professor: Prof. Doutor Manuel Maçães

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

1. Acquire an overview of organizations and management in the context of modern societies.
2. Understand the different phases of the management process.
3. Understand the main concepts and principles of management.
4. Describe the management capabilities and their relevance for the managers.
5. Understand the evolution of the main developments in management thought.

Specific Aims/Objectives

1. Understand the functions and work of managers.
2. Understand how the capabilities of managers affect the performance of organizations.
3. Differentiate between levels of management and understand the tasks and responsibilities of managers at each level.
4. Understand the role of management of functional areas to achieve efficiency, superior results, and customer satisfaction.
5. Know the current management trends.

Skills to be acquired

1. Understand what is management and its importance in the performance of modern societies.
2. Understand the role and functions of managers at different levels of management.
3. Understand the concept and importance of marketing.
4. Know how to analyze financial statements and understand how they reflect the economic and financial situation of companies.
5. Evaluate the company´s performance through the method of ratios.

Teaching Procedures

1. In theoretical-practical classes, the expositive method will be used, using audiovisuals and support texts.
2. In tutorial classes, students´ doubts will be clarified and case studies will be discussed.
3. Will be developed individual works and group work on a theme and methodology to be presented by the teacher.
4. Extra-curricular activities will be developed according to availability.

Programme

Part I: Management Theory
1. The Management and the Managers
1.1. Definition of Company
1.2..Definition of Management and Managers
1.3. Phases of Company Formation
1.4. Levels of Management
1.5. Skills and Capabilities of Managers
1.6. Functions of the Managers
1.7. Social Responsibility, Business Ethics, and Corporate Governance
1.8. New Approaches to Management Theory
2. Developments in Management Theory
2.1. Classical Theories
2.1.1. Taylor´s Scientific Work Management
2.1.2. Fayol´s Anatomical-Descriptive Theory
2.1.3. Max Weber´s Bureaucratic Theory
2.1.4. Elton Mayo´s Theory of Human Relations
2.2 Contemporary Approaches
2.2.1. Behavioural Approach
2.2.2. Systemic Approach
2.2.3. Contingency Approach
2.2.4. New Approaches to Management Theory
3. Environment and Organisational Culture
3.1. External Environment of Organizations
3.1.1.Microenvironment Actors and Instruments
3.1.2. Macro Environmental Factors and Instruments
3.2. Internal Environment and Organisational Culture
3.2.1. Resources, Capabilities, and Competitive Advantage
3.2.2. Value-Chain Analisis
Part II: Management in Practice
4. Fundamentals of Strategic Planning and Management
4.1. Mission and Objectives
4.2. Nature of the Planning Process
4.3. Levels and Types of Planning
4.4. Strategic Management
4.4.1. Concept of Strategy
4.4.2. Types of Strategies
4.4.3. Phases of the Strategic Management Process
4.5. Strategic Models
4.5.1. Ansoff´s Model
4.5.2. Porter´s Generic Strategies Model
4.5.3. BCG Matrix
4.5.4. Canvas Strategy and Blue Ocean Strategy
5. Decision-Making
5.1. Nature of Decision-Making
5.2 Types of Decisions
5.3. Decision-Making Process
5.4. Artificial Intelligence and Decision Making
5.5. Group Decision-Making Techniques
6. Organization and Organizational Structure
6.1. Design of Organisational Structure
6.2. Determinant Factors of the Organizational Structure
6.3. Types of Organisational Structures
6.4. Organizational Change
6.5. Lewin´s Process of Change
6.6. Process of Resistance to Change
7. Direction
7.1. Motivation
7.1.1. Nature of Motivation
7.1.2. Classical Theories of Motivation
7.1.3. Contemporary Theories of Motivation
7.2. Leadership
7.2.1. Leadership and Management
7.2.2. Sources of Power of Leaders
7.2.3. Classical Theories of Leadership
7.2.4. Contemporary Leadership Theories
7.3. Communication
7.3.1. Nature and Importance of Communication.
7.3.2.The Communication Process
7.3.3. Forms of Communication
7.3.4. Communication in Times of Crisis
7.3.5. Managers´ Communication Skills
7.3.6. Technological Advances in Communication
8. Management Control
8.1. Objectives and Importance of Management Control
8.2. Control Principles and Process
8.3. Traditional Methods of Management Control
8.4. Modern Methods of Management Control 8.6.
8.5. New Approaches to Management Control
8.6. The Role of Information Technology
Part III: Company´s Functions
9. Marketing Management
9.1. The Marketing Concept
9.2. Evolution of the Marketing Concept
9.3. The Marketing Process: Strategic Marketing and Operational Marketing
9.4. Segmentation, Targeting, and Positioning
9.5. The Marketing Mix: Product, Price, Distribution, and Promotion
9.6. New Trends in Marketing
10. Financial Management
10.1. The Role of Accounting and Financial Information
10.2. Specific Functions and Decisions of the Financial Manager
10.3. Financial Statements: Balance Sheet and Profit and Loss Statement
10.4. Working Capital Concept 1
10.5. Economic-Financial Analysis of Companies by the Ratio Method
10.6. Budgets, Forecasts, and Business Plansmunication

Evaluation Type

Students will be subject to evaluation by two written tests (weighted 3), individual and workgroup (4/5 students)(weighted 2,5), which consists of preparing a Business Plan for a company.
The final assessment will be weighted as follow:
. Continuous assessment - 60%
. Frequency examination - 40%

Teaching Resources

Reference book
Papers
Slides
Case studies
Microsoft Teams

Sustainability Objectives

Keywords

Management
Organizations
Planning
Leading
Control
Operations
Marketing
Finance

Main Bibliography

Complementary Bibliography