Study Program
MBA in Strategy and Marketing
1. Generic objectives
 Provide training to develop and deepen Knowledge in key areas of Business
Management obtained at the undergraduate level, enabling their application
and development in original, complex and multidisciplinary contexts.
 Promoting applied research and the development of a high professional level.
 Provide students with updated and advanced methods and techniques of
analysis, planning, implementation and control.
 Stimulate reflection and critical thinking in the diagnosis and development of
solutions.
 Foster communication of findings, and the knowledge and reasoning that
underlie them, clearly and unambiguously to different audiences.
 Develop skills that enable lifelong learning in a self-directed and autonomous
way.
 Allow the continuation of studies to graduates and professionals with needs of
deepening skills in order to improve its performance.
2. Learning outcomes (knowledge, skills and competences)
 Possess thorough knowledge in specific areas of Business Management
(Strategy, Marketing, Finance, and People Management), which go beyond
those seized at graduate level.
 Develop applied research and develop projects of professional nature in
specific areas of Business Management.
 Ability to integrate knowledge.
 Ability to work individually and in groups.
 Develop critical thinking and capacity for reflection.
 Ability to take decisions, based on multiple sources of information.
 Have capabilities of analysis, planning, implementation and results control.
 Ability to develop creative solutions and apply them to new contexts.
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3. Study plan
Curricular Unit
Contact Hours
ECTS Credits
Networks and Business Innovation
30
5
Brand Management
30
5
Investment Valuation
30
5
Economics of Enterprise and Competition
30
5
Internationalization Strategy
30
5
Leadership and Team Management
30
5
Digital Marketing and E-Business
30
5
Marketing Research
30
5
Corporate Governance
30
5
4. Curricular units
A 1 – Curricular Unit
Networks and Business Innovation
A 2 – Teacher responsible / Contact Hours
Nelson Wei Ki Chang / 30 hours
A 3 – Syllabus
1. The intra and inter-organizational networks
1.1 Definition, features and operation of networks
2. Cooperation on the network and business competitiveness
2.1 Relationships networks of management
3. Management and planning of cooperation networks
3.1 Negotiation, formalization, and planning
3.2 Network stability conditions
4. Innovation management and business innovation
4.1. Contexts innovation
4.2 Process and innovation models
4.3 Innovation network, open innovation, co-creation and development
of interaction communities
5. The business innovation as strategic vector
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5.1 Innovation strategies. Value and capture new markets
5.2 Innovation in services
5.3 Innovation in product and technological development
6. Innovation management in the company
6.1 Process recovery and commercialization of technology and
innovation
6.2 Critical processes for accelerating and boosting business innovation
6.3 Innovation in “network”: open innovation, co-creation and
“crowdsourcing”
B 1 – Curricular Unit
Brand Management
B 2 – Teacher responsible / Contact Hours
Nuno Miguel Fortes Fonseca Santos / 30 hours
B 3 – Syllabus
1. Fundamental concepts of brand
2. Brand law
3. Brand equity
4. Brand identity
5. Relational brand management
6. Applied research on brand
C 1 – Curricular Unit
Investment Valuation
C 2 – Teacher responsible / Contact Hours
Paulo José Duarte de Oliveira / 30 hours
C 3 – Syllabus
1. Fundamental concepts of investment analysis
2. Valuation and investment selection
3. Investment selection under specific circumstances
4. Interaction of investment and financing decisions
5. Investment valuation and inflation
6. Risk and uncertainty: analytical techniques
7. Valuation by the real options
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D 1 – Curricular Unit
Economics of Enterprise and Competition
D 2 – Teacher responsible / Contact Hours
Sílvia Margarida Dinis Mendes / 30 hours
D 3 – Syllabus
1. Model of the competitive market
2. Production Decisions of the company. Company costs
3. Markets and Companies
4. Decisions Price
5. Strategic Behavior
E 1 – Curricular Unit
Internationalization Strategy
E 2 – Teacher responsible / Contact Hours
Nelson Wei Ki Chang / 30 hours
E 3 – Syllabus
1. The international environment of the company
1.1 The international company to global enterprise
2. Theories and internationalization models: Models of inter-industry
trade and intra-industry
3. The internationalization of enterprises
3.1 The process of internationalization of enterprises
3.2 Setting the entry model in the international market: the entry forms
in the markets
4. Strategy and International Management
4.1 The internationalization and the challenges of “globalization”
4.2 The strategic management of international marketing and the
principles of operational marketing
4.3 The international marketing environment
4.4 The marketing plan in an international context
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F 1 – Curricular Unit
Leadership and Team Management
F 2 - Teacher responsible / Contact Hours
João Pedro Dias Fontes da Costa / 30 hours
F 3 – Syllabus
1. Values, Beliefs, Attitudes and Behaviors: Modeling Predictive
behaviors; The Pygmalion effect; Emotions and skills.
Communication Attitudes: Effects;
2. Motivation Management
2.1. Individual and situational variables. Motivation: The Integrative
perspective. The role of remuneration in motivation.
3. Leading People and Groups
3.1. Contingency and Situational Leadership theories; Transactional
and Transformational Leadership; Leadership styles and induced
behaviors; Effective and Ineffective behaviors; Emotional
Intelligence;
4. Team Management;
4.1. Working Groups vs. Work Teams.
4.2. Autonomous Working Groups; Levels of Autonomy of the teams.
How to implement High Performance Teams.
G 1 – Curricular Unit
Digital Marketing and E-Business
G 2 – Teacher responsible / Contact Hours
Nuno Miguel Fortes Fonseca Santos / 30 hours
G 3 – Syllabus
1. Fundamentals of digital marketing and e-business
2. Models of online consumer behavior
3. E-business models
4. Adaptation of online marketing-mix
4.1. Online product and brand management
4.2. Online price management
4.3. Online distribution
4.4. Online marketing communication
5. Online relationship marketing
6. Design of the online customer experience
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H 1 – Curricular Unit
Marketing Research
H 2 – Teacher responsible / Contact Hours
Nuno Miguel Fortes Fonseca Santos / 30 hours
H 3 – Syllabus
Part I. Fundamental concepts of marketing research
Chapter 1. Introduction to marketing research
Chapter 2. Problem and research approach
Part II. Marketing research design
Chapter 3. Research design
Chapter 4. Exploratory research: secondary data and qualitative research
Chapter 5. Descriptive research: survey and observation
Chapter 6. Causal research: experimentation
Chapter 7. Measurement and scales
Chapter 8. Questionnaires
Chapter 9. Sampling
Part III. Marketing research implementation
Chapter 10. Fieldwork
Chapter 11. Processing and data analysis
Chapter 12. Preparation and presentation of the report
I 1 – Curricular Unit
Corporate Governance
I 2 – Teacher responsible / Contact Hours
Vera Lúcia Mendes da Cunha / 30 hours
I 3 – Syllabus
1. Corporate Governance Concept
2. Theoretical foundations of Corporate Governance
3. Internal and external mechanisms of Corporate Governance
4. Corporate Governance Structures and Bodies
5. Corporate Governance Models
6. Corporate Governance in Portugal
7. Analysis and discussion of Corporate Governance Practices
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