Economics of Strategy

Code:

MECC026

Acronym:

EE

Keywords
Classification	Keyword
OFICIAL	Economics

Instance: 2022/2023 - 1S

Active?	Yes
Responsible unit:	Department of Communication and Information Sciences
Course/CS Responsible:	Master in Communication Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MECC	23	Study plan	1	-	6	41	162

Teaching language

Portuguese

Objectives

This curricular unit will allow the student to:

O1) know how economic theory can be used to study and understand organizations.

O2) master the tools of strategic analysis and understand the different designs of the strategic process and its effects on the communication and strategic management of organizations.

O3) stimulate “critical pluralism” and “complex thinking” in a VUCA (volatile, uncertain, complex and ambiguous) world

O4) discuss current challenges and dilemmas facing professions in communication, organizations, and leadership

Learning outcomes and competences

Working method

Presencial

Program

PC1 - Economic Foundations of Strategy

PC1 - Economic fundamentals of the strategy

PC2 – Tools of strategic analysis and strategic options

             2.1 - The identity of the organization (Mission, Vision, Values and Objectives)

             2.2 - The path taken (Culture and history)

             2.3 - Macro-development (PESTEL analysis)

             2.4 - Micro-development (analysis of interdependent forces)

             2.5 - Internal analysis

             2.6 - SWOT and VRIO Analysis

PC3 – Sustainability, accountability and civics

PC4 – Ethics in the companies

              4.1 Deontologies of professions in Communication

              4.2 Business ethics

              4.1 Leadership dilemmas

Mandatory literature

Besanko, D.; Dranove, D.; Shanley, M.; Schaefer, S.; A economia da estratégia, Bookman, 2012. ISBN: 978-85-407-0058-1
CAMPONEZ, Carlos; CAVACO, Suzana ; ). Jornalismo e Assessoria de Comunicação em Tempos de Transparência - A Redefinição de Fronteiras. in Joana Bicalho Félix. Comunicação Estratégica. 2020, pág. 483-507, Rede Integrada,, 2020
GOLEMAN, Daniel ; Leadership That Gets Results, Havard Business Review, 2017
Gerry Johnson; Exploring corporate strategy. ISBN: 978-0-273-71191-9
KOTLER, Philip, KARTAJAYA, Hermawan; SETIWAN, Iwan ; Marketing 3.0. , Wiley, 2010
Mankiw, N. G. ; Principles of economics, Cengage Learning, 2020
MERCIER, Samuel ; A Ética nas empresas, Edições Afrontamento, 1999
REGO, Arménio ; Liderança: Humildade e Soberba, Edições Sílabo, 2019
Tobias Eberwein; The^european handbook of media accountability. ISBN: 978-1-4724-5766-0

Teaching methods and learning activities

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Trabalho de campo	50,00
Trabalho escrito	50,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Frequência das aulas	40,00
Trabalho de campo	60,00
Trabalho escrito	62,00
Total:	162,00

Eligibility for exams

Calculation formula of final grade

Group work with oral presentation (50%) + Individual written test (50%). The student must obtain a minimum of 7.5 values (on a scale of 0 to 20) in each element.