ISLA Santarém 17252

Strategic Management and Marketing

• ApresentaçãoPresentation

  The UC integrates consumer behavior theories, marketing plans, and strategic analysis, equipping students to formulate organizational strategies and evaluate the impacts of marketing variables.
• ProgramaProgramme

  1. Marketing 1.1 The Marketing Concept and its Importance to Organizations 1.2 Theories and explanatory models of consumer behavior 1.3 Macro analysis and micro segmentation 1.4 The implementation of a segmentation strategy 1.5 The Analysis of Attractiveness and Competitiveness 1.6 Marketing-mix management 1.7 The Strategic Marketing Plan 1.8 Marketing-mix for Special Situations 2. Strategic Management 2.1 The Concept of Strategy and its Importance for Organizations 2.2 Analysis of the environment and the company 2.3 Formulation of Strategy and Strategic Decision s 2.4 Models and techniques to support the analysis, evaluation and selection of strategies 2.5 Strategic Management in different contexts
• ObjectivosObjectives

  O1. To present theories and models that explain consumer behavior; O2. Identify the components of a strategic marketing plan; O3. Provide knowledge about current market / consumption trends, potential market, competition action and the potential of the surrounding; O4. Make known, understand and apply management tools geared to market opportunities; O5. Present methodologies and techniques of strategic analysis in companies; At the end of the curricular unit students should be able to: C1. Analyze consumer behavior and evaluate the impact of options related to marketing variables on company strategy; C2. Formulate, implement and change organizational strategies; C3. Produce documents following the norms of scientific writing
• BibliografiaBibliography

  Barney JB & Hesterly W. (2020). Strategic management and competitive advantage concepts and cases. Pearson. Grant, R. M. (2025). Contemporary Strategy Analysis (12th ed.). Wiley. Kotler, P., & Keller, K. L. (2024). Marketing Management (17th ed., Global). Pearson. Teixeira, S. (2020). Gestão Estratégica (2.ª edição). Escolar Editora.
• MetodologiaMethodology

  In person: 1. Theoretical/practical classes: exposure of concepts, discussion and application of syllabus in various contexts. 2. PBL Problem/Project-based learning and case studies Autonomous: 3. Consolidation of the content taught in class through research for additional information on the different themes and content covered and development of complementary work.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

  Exemplo:

  Descrição	Data limite	Ponderação
  Teste de avaliação	dd-mm-yyyy	30%
  Portfolio	dd-mm-yyyy	40%
  (...)

   

  Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...