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Strategic Communication: Advertising and Public Relations
Business Strategy

Business Strategy

Code	14828
Year	1
Semester	S2
ECTS Credits	6
Workload	OT(15H)/TP(45H)
Scientific area	Management
Entry requirements	Nothing to say.
Mode of delivery	Presential.
Learning outcomes	To allow students to understand and broaden their range of knowledge in this scientific area and to transmit a set of concepts, instruments and techniques of analysis, which allows to know, to investigate and to analyze the main tools of strategic analysis applying them to a specific context.
Syllabus	1 - Strategy: Core Concepts 2 - Strategic Planning 3 - Competitor Analysis Models 4 - Structural Analysis of an Industrial Sector 5 - Strategic Formulation 6 - Business Strategies and Corporate Strategies 7 - Definition of Competitiveness 8 - Determining Factors of Competitiveness
Main Bibliography	Ansoff, I. (1977). Estratégia Empresarial, Ed. McGraw-Hill, S. Paulo. Barney, J. (2002). Gaining and Sustaining Competitive Advantage, International Edition, Second Edition, Prentice Hall. Goodstein, L.D., Nolan, T. M., Pfeiffer, J. W. (1993). Applied strategic planning, How to develop a plan that really works, McGraw-Hill, New York, NY. Mintzberg, H. (1995). Estrutura e Dinâmica das Organizações; Dom Quixote, Lisboa. Porter, M. (1980). Competitive Strategy, New York, The Free Press. Porter, M. (1985). Competitive Advantage, New York, The Free Press;. Thompson, A.; Strickland, A. J., Gamble, J. (2007). Crafting & Executing Strategy, 5th Ed., McGraw-Hill, NY.
Teaching Methodologies and Assessment Criteria	The assessment of knowledge has 2 components: (1) Individual work (2) Carrying out and presenting a research project with practical application, in a group application, in a group (Maximum 3 elements)
Language	Portuguese. Tutorial support is available in English.