Strategic Management

Code:

2MK02

Acronym:

EE

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2023/2024 - 1S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Marketing

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MARKT	38	Bologna Official Syllabus	1	-	7,5	56	202,5

Teaching language

Portuguese
Obs.: Português

Objectives

Strategy relates to the definition and pursuit of organizational goals. There are different views on how strategies are designed and executed in and by organizations. An example of these differences are the visions of strategy as a plan designed to 'fit' the organization to the external environment, as a plan built on the strategic resources of the firm (RBV), or as an emergent process resulting from the interaction of the company with other actors . Thus, there is no consensus as to how managers should address and make strategic decisions, such as how markets should be analyzed, how to choose between competing options or how to manage change.

This course takes the strategy as a multi-actor and multi-decision, whose complexity requires:


1) understanding the process of strategic analysis, decision making and implementation.

2) identifying and understanding the different conceptions of strategy and of strategic process and its effects on the strategic management of organizations.

3) identifying and understanding the different levels of strategy and the nature of the decisions and the tools used in each of them.

4) mastering the analysis and implementation tools of strategy and when and how they should be applied in a real context.

5) understanding the current understanding of networks in business strategies, namely in innovation processes.

6) understanding some of the main challenges that businesses face today at the level of ethics, corporate responsibility and sustainability.

Learning outcomes and competences

By the end of the course, it is expected that students will be able to:

1) Identify and use the concepts and tools associated with the different strategic approaches discussed during the course.

2) Analyze the strategic context (external and intermodal) that influence the strategies of companies and organizations.

3) Identify and analyze strategic issues and make recommendations to address them.

4) Work as a team and evaluate the contribution of the various group elements in the development process of group work, the preparation of the report and the presentation and discussion in class.

5) Conduct synthetic, clear and appealing presentations.

Working method

Presencial

Program

PART 1. Introduction
1.Introduction to Strategy

PART 2. Inputs Strategic Management / Strategic Tools / Analysis of Strategic Position
2.The External Environment: Industry, Competition and Opportunities
3.The Internal Organization: Activities, Resources and Skills
4.The political component of the strategy: culture, purpose and stakeholders. 
5. Ethics and Corporate Social Responsibility


PART 3. Strategic Choices and formulation of strategy

6. Corporate strategies
7. Competitive strategies
8. Internationalization strategies
9. Innovation and Entrepreneurship

PART 4: Evaluation of Strategies
10. SAFe model
11. Risks and Mitigation

 

Mandatory literature

Gerry Johnson; Exploring strategy. ISBN: 978-1-292-00254-5

Complementary Bibliography

Grant, R. ; Contemporary Strategy Analysis: Text and Cases Edition, Wiley & Sons, 2010

Teaching methods and learning activities

The classes consist of a combination of the following elements:


1) presentation and discussion of theoretical concepts and techniques developed in the context of strategic management;

2) analysis, presentation and discussion of case studies that illustrate the themes of the course.

3) presentation and debate of the strategic consulting project developed by the students. 

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Teste	55,00
Trabalho de campo	45,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	30,00
Estudo autónomo	42,00
Frequência das aulas	42,00
Trabalho de campo	30,00
Trabalho escrito	20,00
Apresentação/discussão de um trabalho científico	2,00
Total:	166,00

Eligibility for exams

Course aproval requires:

1) a minimum grade of 8/20 points in the test and in the group project.

2) The absence in group presentation sessions will result in a loss of 10%/per session of the project final grade.

3) The evaluation of group assigement includes an intragroup evaluation component.

Calculation formula of final grade

Test: 55%

Group work: 45%
    

The final grade may be improved up to a maximum of 1/20 points according with the individual participation in class.

Examinations or Special Assignments

Group work is mandatory. Students who do not deliver it can only take the exam in the re-sit period. For those students, the evaluation in the re-sit period will have an additional component.

Composition of groups: 5 students.


Objectives: to combine the empirical analysis of a practical case (business challenge) with the theoretical investigation of the topics under analysis. To develop the skills to craft, present and discuss reports. 

Classification improvement

Exam