At the end of this course, students should have the skills to:
LG1. Describe the evolution of the Marketing concept;
LG2. Analyse the main market performance indicators;
LG3. Identify methods for gathering information about the consumer;
LG4. Develop a portfolio analysis with an external and internal vision of the organization;
LG5. Develop a SWOT analysis;
LG6. Identify target markets and define a positioning strategy;
LG7. Identify marketing-mix politics.
LG8. Identify future trends in marketing.

P1. Evolution of the Marketing concept
P2. Marketing Plan
P2.1. Plan components and control
P2.2.Organizational structure
P3. Situational Analysis (offline and online)
P3.1. Market
P3.2. Consumer behaviour
P3.3. Market intelligence
P3.4. Competition analysis
P3.5. Company analysis
P3.6. Portfolio analysis
P3.7. SWOT analysis
P4. Segmentation and Targeting
P5. Positioning
P6. Marketing-mix (offline and online)
P6.1.Product
P6.2. Price
P6.3. Placement
P6.4. Promotion
P7. Future Trends in Marketing
P7.1 Digital Transformation
P7.2 The Role of Generative Artificial Intelligence in Marketing
P7.3 The Role of Marketing for a Sustainable Future

Assessment throughout the semester: Individual participation in class (15%); Individual discussion of the workgroup project: (20%); Workgroup report (10%); individual case studies (15%); Final individual exam (40%). Minimum grade in any of the components: 8 points. Minimum final grade: 10 points for final approval. Attendance to classes of at least 2/3 (less will exclude students from this evaluation scheme). Failure in the assessment throughout the semester will lead to two additional moments to pass, each worth 100% of the final grade.
A final above 16 may imply an additional oral examination.

After being approved in this course, students must be able to:
LG1: Understand the relevance of management accounting in organizations;
LG2: Apply cost allocation methods;
LG3: Identify the income effects of alternative cost accumulation systems;
LG4: Apply the basis of accounting information in decision making processes.

1. Aims of management and cost accounting
2. An introduction to cost terms and purposes
3. Alternative cost accumulation systems, income and inventory effects
4. An introduction to cost-volume-profit analysis
5. Joint costs
6. Cost allocation (departmental method versus activity based-costing)
7. Job costing and process costing

1. Assessment throughout the semester
- Assessment instruments:
- Two mid-term tests during the academic year;
- One written test during the assessment period, in the same day of the first period exam.
- Minimum requirements:
- Attendance to classes of at least 2/3;
- Delivery of the two mid-term tests;
- Minimum grade of 7.5 points (average of the two mid-term tests)
- Minimum grade of 7.5 points in the written test.
- The non-compliance with one of these minimum requirements will consider the student, automatically, under the assessment by exam
- Final Grade = mid-term test (25%) + mid-term test (25%) + written test (50%)

2. Assessment by exam:
- First period exam, second period exam, and special period exam: written test 100% (minimum mark for approval: 10 points).

By the end of the unit the student should:
1. know the basic concepts of microeconomic theory;
2. understand the relevant modelling techniques;
3. use theoretical knowledge in the analysis of real markets;
4. combine the conceptual, mathematical and graphical approaches to solve specific problems.

1. Introduction to markets: demand, supply and equilibrium.
2. Consumer theory
The budget constraint and the set of feasible choices; preferences and utility; optimal choice; individual demand; market demand; elasticities; extensions to the rational consumer model.
3. Producer theory
Technology and the production function in the short and in the long run, marginal productivities and scale returns; short and long run costs; profit maximization.
4. Market structure
Perfect competition: assumptions; the individual supply curve and market supply; market equilibrium in the short and in the long run; consumer and producer surplus; the efficient market result; introduction to market failures.
Monopoly: the firm's choice; efficiency losses; natural monopolies; price discrimination.
Imperfect competition: basic game theory, Nash equilibrium; examples of oligopoly models; cartels and regulation.

Evaluation during the semester includes the following elements:
- Two quizzes, each having a weight of 20%;
- Participation in class, including problem set resolution (10%);
- Written exam at the end of the term (50%).*

*In order to get a positive grade in the course, the mark of the written exam cannot be below 8.0.

At the end of this learning unit's term, the student must be able:

1. To explain the concept of time value of money, discounting and compounding and to be able to compare cash flows with different timetables;
2. To compute cash flows from applications and financing operations;
3. To characterize the organization of the main financial markets;
4. To compute currency and interest rate operations;
5. To describe the concept of business profitability and to compute and analyze the more relevant profitability ratios linking profitability with the firm's capital structure;
6. To analyze the financial condition of a firm and to compute and analyze the more relevant financial ratios;
7. To describe and compute de concept of working capital and to link it with the firm's financial condition;
8. To describe and compute the concept of cash flow in capital investment valuation;
9. To describe and compute the main valuation criteria used in capital investment analysis.

I - Time Value of Money
1. The concept of interest rate, consumption and saving
2. Nominal and real interest rate
3. Financial intermediation and risk
4. Simple and compounding interest
5. Discounting and compounding factors
6. Periodic/regular flows: rents
7. Applications and financing operations

II - Markets, Instruments and Financial Institutions
1. Foreign exchange market: the currency rate
2. Monetary market: the interest rate
3. Capital markets: primary and secondary markets
4. Financial Institutions
5. Financial information: sources and analysis

III - Financial Analysis
1. Economic and financial flows
2. Income and profitability ratios
3. Financial leverage
4. Sources and application of funds
5. Working capital
6. Solvency
7. Cash flow analysis

IV - Capital Investments
1. Typology of investments
2. The concept of the project's cash flow map
3. Valuation methodology
4. The discount rate
5. Valuation criteria: NPV, IRR, PI and PAYBACK

Assessment throughout the Semester:
There is no mandatory attendance.

There are 2 Tests:
1. Intermediate Test - worth 40% of the final grade, in person, and with no minimum grade. It covers points I and II of the Syllabus.
2. Final Test - worth 60% of the final grade, in person (at the same time as the First Period Exam), and with no minimum grade. It covers points III and IV of the Syllabus.

For the Intermediate Test and the Final Test, prior registration may be mandatory.

Assessment by exam:
Both the First Period and the Second Period Exams are each worth 100% of the final grade and are performed in person. Each one covers all the points on the Syllabus.

With this curricular unit the student should be able to:
1. Describe the variables and the formulas needed to construct a calculation model;
2. Use basic features of a spreadsheet;
3. Use functions for building models in a spreadsheet;
4. Construct advanced models applied to management in a spreadsheet;
5. Compute automatic procedures with the use of VBA.

The main issues to be addressed are:
1. Introduction to spreadsheets
2. Model construction
3. Information extraction
4. Introduction to Visual Basic for Applications

Assessment throughout the semester:
- Group work (40%) - Project made by a group of students. Mandatory, no minimum score.
- Individual Test (60%) - Written test, mid-term, scheduled online via e-learning and support by Zoom. Mandatory, with a minimum score of 8 (in 20).
Final exam (100%):
- Individual written exam, without consultation, encompassing the entire syllabus.
Takes the final exam - in season 1, 2 or special (according to the pedagogical rules) - who has not concluded the assessment throughout the semester successfully, with an average score greater than or equal to 10 (out of 20).

At the end of the course the student will learn:
LG1. The concept of the derivative as a special type of limit and an essential tool to solve problems such as rates of change, optimization or approximation of functions by polynomials
LG2. The definite integral and its connection to differential calculus; the integration methods that allow integrating simpler functions, but also more complex functions; how to use the integral to, for instance, calculate areas between curves
LG3. What a differential equation is and its importance in mathematical modeling; to solve separable equations and to know about its application to population growth models
LG4. Series and their convergence; how to determine the convergence of geometric series, as well as use them to solve some real problems; the importance of series in the representation of functions as sums of infinite series and analyze phenomena by substituting a function for the first terms of the series that represents it.

CP1. Derivatives
Derivatives; the derivative as a function; the Chain Rule; implicit differentiation; inverse functions and their derivatives; linear and quadratic approximations; Taylor polynomials; applications of differentiation (rates of change in the Natural and Social Sciences, the Mean Value Theorem, L'Hôpital's rule)

CP2. Integrals
Introduction to integrals; antiderivatives; integration techniques; the definite integral, the Fundamental Theorem of Calculus and indefinite integrals; applications of integration (areas between curves, average value of a function, applications to economics)

CP3. Differential Equations
Modeling with differential equations; separable equations; models for population growth

CP4. Series
Sequences and series; geometric series and some convergence tests; applications of series in economics and finance

There are two grading schemes:

1. Assessment throughout the semester:
- Minimum attendance: presence in at least two-thirds of the classes.
- 3 in-class mini-tests (10%), with the following rules:
* performed during theoretical classes throughout the classes period;
* the final grade for this component will consider the 2 highest grades out of the 3 mini-tests (each contributing 5%);
* a minimum grade of 10.0 points (out of 20) in the average of the best two mini-tests is required.
- 3 online quizzes (15%), with the following rules:
* submitted on the Moodle platform during the classes period;
* the final grade for this component will be the average of the obtained scores (each contributing 5%);
* a minimum average score of 10.0 points (out of 20) from the three quizzes is required.
- Final test (75%): written test performed in the 1st or 2nd examination period, with minimum grade of 8.50 points (out of 20).

2. Exam Assessment: A final written Exam (with a weight of 100%), in the 1st or 2nd examination period.

At the end of the course, students should be able to:
1. Understand the objective of financial accounting.
2. Understand the financial statements structure and content.
3. Analyze and describe the effect of decisions and business transactions on the financial statements.

Chapter 1 - Accounting as a language of business
Chapter 2 - Financial statements
Chapter 3 - Balance sheet
Chapter 4 - Income statement
Chapter 5 - Statement of cash flows
Chapter 6 - Tanglible fixed assets
Chapter 7 - Inventory
Chapter 8 - Operations at the end of reporting year

1. Evaluation throughout the semester:
- Group work (30%)
- Final exam (70%).
Requirements:
- A minimum level of attendance is not required.
- Minimum grade of 8,5 points in the final exam is required.
Approval requires a minimum of 10 points (weighted average).
2. Evaluation by exam
- Final sitting exam (100%).
Approval requires a minimum of 10 points.

At the end of the course, the student shall be able to:
1. Discuss the role of the organizations and managers in the society, as well as, identifying the different theories of management and their effects on the labor and on the performance of the organizations
2. Understand and analyze the effects of the business environment over the organization
3. Discuss and analyze the performance of managers from the point of view of the functions of management
4. Frame and discuss management work under the scope of innovation, social responsibility, and sustainability

S1. Managing in organizations
1.1 Organizations and management of organizations

S2. Theories of management
2.1 Rational goal models
2.2 Internal process models
2.3 Human relations models
2.4 Open systems models
2.5 The competing values framework

S3. The business environment
3.1 The competitive environment
3.2 The general environment
3.3 The stakeholder analysis

S4. Functions of management
4.1 Planning
4.2 Organizing (organizational and management structures)
4.3 Leading
4.4 Controlling

S5. Innovation in organizations
5.1 Entrepreneurship and innovation
5.2 The process of innovation

S6. Social responsibility and sustainability
6.1 Ethics
6.2 Corporate Social Responsibility
6.3 Sustainability

The assessment is twofold: Periodic and Final Exams

Periodic assessment
The periodic assessment comprises the following items:
In class oral presentation - 15%; and, group report - 20%
mid-term test - 10%
Final test - 55%;
The minimum grade for validation of the assessment, for all components, is 7.50 valores. The required attendance record is 80%.

Final exams
There are two phases of final exams at the end of the semester. The passing grade in the exam is 10 valores and it counts for 100% of the final grade.

Note:
The students who fail to pass in the periodic assessment may take the final exam of the second phase.
The students who have got a final grade of 17 valores or above, will have to submit to an oral exam. It is assured the minimum grade to be granted will be no less than 17 valores.

At the end of the course the student will learn:
LO1. To master the vector and matrix language, and to use it to solve and classify systems of linear equations; to calculate, interpret and apply determinants of matrices; to calculate and interpret eigenvalues and eigenvectors, to diagonalize matrices and apply these tools to classify quadratic forms.
LO2. To know different points of view when studying functions of more than one variable (descriptive, numerical, algebraic and graphical), as well as the fundamental concepts of limit and differentiability of these functions.
LO3. To recognize and solve optimization problems, not constrained and constrained, involving functions with more than one variable; to recognize and formulate a linear optimization problem and graphically determine its optimal solution in the case of two variables.

CP1. Linear algebra
1.1 Systems of linear equations: Gaussian elimination. Classification of systems.
1.2 Matrices and matrix operations: Properties. Liner dependence and independence. Rank of a matrix. Gauss-Jordan procedure.
1.3 Determinants: Definition, properties and utility. Matrix inversion.
1.4 Eigenvalues and eigenvectors. Diagonalization.
1.5 Quadratic forms.

CP2. Functions of more than one variable
2.1 Functions of two (or more) variables
2.2 Limits and continuity. Partial derivatives.
2.3 Tangent planes and linear approximations. Differentiability.
2.4 The chain rule. Implicit differentiation.
2.5 Directional derivatives and the gradient vector.

CP3. Optimization in R^n
3.1 Unconstrained extrema in R^n: local and global extrema. The Hessian matrix.
3.2 Constrained extrema in R^n: Lagrange multipliers.
3.3 Linear programming: graphical method, economic interpretation.

Approval in this curricular unit can be achieved through any of the two possible modalities:

(AS) Assessment throughout the semester:
– Minimum attendance: presence in at least two thirds of the classes (= 24 classes).
– Three in-class mini-tests (10%), during certain lectures. Among these, only the best two grades count (5% each). A minimum grade of 10.0 points (out of 20) in the average of the best two mini-tests is required.
– Three online quizzes (15%), submitted on the Moodle platform. The average of those three evaluations counts towards the final grade (5% each). A minimum grade of 10.0 points (out of 20) in the average is required.
– Final test (75%): written test taken during the 1st or 2nd examination period, with a minimum grade of 8.50 points (out of 20) required.

(AE) Exam Assessment:
– a final written Exam (weighting 100%) in the 1st or 2nd examination period.


1. The minimum passing final grade is 9.50 valores, which rounds up to a final grade of 10 points.

2. The Final Test and the Exam occur simultaneously, covering the entire course material.

3. A student is excluded from the Assessment Throughout the Semester modality, automatically switching to the Exam Assessment modality, if the average of the three quizzes or the average of the best two mini-tests is less than 10.0 points (out of 20).

4. If the grade obtained in the Final Exam is greater than the grade obtained in the Assessment Throughout the Semester, then the modality automatically switches to Exam Assessment. (That is, the best of the two grades is the one that prevails.)

5. Online quizzes' rules:
– Three quizzes, throughout the term, using the e-learning platform Moodle.
– The quizzes can be taken anytime during specific 72 hour slots, opportunely communicated to the students, but once initiated they have a maximum duration of 30 minutes (45 minutes for special educational needs requiring 50% added time).
– The quizzes must be performed individually, and each student has a single attempt to answer each quiz.
– The final quizzes' grade will be the average of the 3 quizzes.

6. Evaluation during the special season (“época especial”) is performed exclusively through the Exam Assessment modality.

7. Repeating students have the same assessment modalities, subject to the same rules.

8. Students may have to undertake an oral examination whenever the instructors deem it necessary.

9. Oral examination may also be required to defend final grades above 17 points (out of 20).

LO1. Know the structure, language and ethical and normative (APA) procedures for writing academic texts.
LO2. Learn how to use generative models to write academic texts.
LO3. Discuss procedures for the analysis, relevance and reliability of data generated by AI.
LO4. Recognize the ethical implications of using generative AI in an academic context. The learning objectives will be achieved through practical and reflective activities such as:
- Group discussions;
- Analysis of texts;
- Oral defense;
- Practical exercises.

CP1. Introduction: academic writing and generative models:
- Understanding how Generative Artificial Intelligence works: the path towards using generative AI in the academic environment.
CP2. Procedures for planning and constructing argumentative texts with the help of AI:
- Identifying the possibilities and hallucinations in the answers produced by Generative AI.
CP3. Critical analysis of texts produced: identifying and referencing data sources and analyzing their relevance to the objectives of academic work:
- Exploring the possibilities of data validation and the potential use of Generative AI tools in the production of academic papers.
CP4. Opportunities and risks of using AI: good practice guide for accessing, sharing and using Generative AI in an academic context:
- Understand the dynamics in responsible and ethically committed use when carrying out academic work with Generative AI tools.

The assessment of the course aims to gauge the development of students' skills in the informed use of generative models as an aid to the production of academic work. Assessment throughout the semester includes the following activities:
1.Individual activities (50%)
1.1 Participation in activities throughout the semester (10%).
Description: this component aims to assess each student's specific contribution to the activities carried out.
Assessment: Interventions in the classroom; relevance of the student's specific contributions to the debates.
1.2 Simulations of prompts with AI tools in an academic context (20%).
Description: the student must create a clear/justified, well-structured prompt, according to the script proposed by the teacher in class.
Assessment: (submit on moodle), communication skills and teamwork based on the quality of the prompt simulations carried out.
1.3 Oral Defense - group presentation - 5 minutes; debate - 5 minutes (20%).
Description: Each student must present their contributions to the work carried out to the class.
Evaluation: after the student's presentation, there will be a question and answer session.2. group activities (50%)
[students are organized in groups of up to 5 elements, constituted randomly]
2.1 Group presentations, revisions, editing and validation of content produced by AI (20%):
Description: Formation of working groups to review and edit the texts, using the generative models.
Evaluation: (submit to moodle), collection of relevant information, clarity and the innovative nature of the use of properly structured promts.
2.2 Development of strategies for reviewing, editing and validating content produced by AI (10%).
Description: At the end of each stage of the activity, students will have to promote critical evaluations by reflecting on the ethical challenges of integrating AI into an academic environment.
Evaluation: (submit on moodle), work will be corrected and evaluated based on accuracy and compliance with the quality of revisions, edits and the participation of students in the feedback provided to colleagues.
2.3 Final Project Presentation Simulations (20%):
Description: the groups choose a topic and create a fictitious project following the structure of a technical report or scientific text, making a presentation of their project in class (5 minutes) and debating the topic (5 minutes).
Evaluation: (submit on moodle): organization, content, correct use of the structure and procedures of academic work.
General considerations: feedback will be given during the semester. The student must have more than 7 (seven) points in each of the assessments to be able to remain in evaluation in the course of the semester.

LO1. Develop skills in identifying and understanding the basic processes of scientific research.
LO2. Know, identify and summarise the essential elements of a scientific article.
LO3. Identify the structure of writing in research papers and technical reports. LO4. Know how to use APA Standards in scientific writing and academic reports (standards for dissertations and theses at Iscte-IUL).
The learning objectives will be achieved through practical and reflective activities, supported by the active and participatory teaching method which favours experiential learning. Classes will consist of activities such as:
- Group discussions;
- Oral presentation and defence;
- Analysing texts;
- Project presentations;
- Individual reflection.

CP1: Introduction to scientific research: concepts and processes. Research questions. Processes: stages (Identifying the problem; Reviewing the literature; Defining objectives and hypotheses; Selecting the methodology; Collecting data; Analysing data; Conclusions and recommendations).
CP2: Techniques for summarising and analysing scientific articles. Identifying relevant sources, evaluating the literature and synthesising information. Ethics, informed consent, confidentiality and integrity in research. Data collection methods.
CP3: Structure and organisation of research papers: pre-textual elements (cover, title page, abstract, keywords, table of contents), textual elements (introduction, literature review, methodology, results, discussion) and post-textual elements (conclusion, references, appendices, annexes). Preparation of a structure based on topics provided by the lecturer.
CP4: Application of APA Standards in scientific writing and academic reports.

The assessment of the course aims to gauge the students' acquisition of skills in essential aspects of writing texts in an academic context. Assessment throughout the semester includes activities covering different aspects of the technical and scientific writing process, including group and individual work activities:
Group activities (70%) [students are organized into groups of 4, randomly selected].
1- Group discussions with case studies (20%):
Description: each group is given a case study to analyze, and must identify the type of text; the research problem(s), hypotheses, methodologies used and data sources. The results of their work are presented in class to their colleagues (Time/group: presentation - 3 min; debate - 5 min).
Assessment (oral): based on active participation, the quality of the analysis and the clarity of the presentation.
2 - Research exercises and application of APA standards (20%).
Description: Students carry out practical research exercises in a (thematic) context on bibliographical references, their formatting and citation according to APA Norms. Assessment (written work to be submitted on Moodle): The exercises will be corrected and assessed on the basis of accuracy and compliance with APA Standards.
3 - Project Presentation Simulations (30%):
Description: groups choose a topic and create a fictitious project following the structure of a technical report or scientific text, making a presentation of their project in class (Time/group: presentation 3 min.; debate: 5 min.). The work is then reviewed following the comments.
Assessment: (Oral component and written/digital content to be submitted on Moodle): organization, content, correct use of the structure and procedures of academic work, ability to answer questions posed by colleagues and the teacher.
Individual activities (30%):
1 - Summary of a scientific article (20%).
Description: Each student must read and summarize a scientific article.
Assessment: The summaries made in class will be assessed on their ability to identify and summarize the essential elements of the text.
2 - Participation in activities throughout the semester (10%).
Description: This component aims to assess the specific contributions of each student in the activities carried out throughout the semester. Assessment: Interventions in the classroom; relevance of the student's specific contributions to debates; collaborative relationship with colleagues. In order to be assessed throughout the semester, the student must be present at 80% of the classes and have more than 7 (seven) marks in each of the assessments. If there are doubts about participation in the activities carried out, the teacher may request an oral discussion.
Final assessment: In-person written test (100%).

LO1. Develop specific oral communication skills for public presentations.
LO2. Know and identify strategies for effective use of the vocal apparatus.
LO3. Identify and improve body expression. LO4. Learn performance techniques.
The learning objectives will be achieved through practical and reflective activities, supported by an active and participatory teaching method that emphasizes experiential learning. The knowledge acquired involves both theatrical theory and specific oral communication techniques. Students will learn about the fundamentals of vocal expression, character interpretation and improvisation, adapting this knowledge to the context of public performances.

PC1. Preparing for a presentation.
PC2. Non-verbal communication techniques.
PC3. Voice and body communication, audience involvement. PC4. Presentation practice and feedback. The learning objectives will be achieved through practical and reflective activities, supported by the active and participatory teaching method which emphasizes experiential learning. Classes will consist of activities such as: Theatrical experiences and group discussions; Practical activities; Presentations and exhibitions of autonomous work; Individual reflection.

The assessment of the Public Presentations with Theatrical Techniques course aims to gauge the development of students' skills in essential aspects of public presentations. The assessment structure includes activities covering different aspects of the experiential learning process involving both theatrical techniques and specific communication techniques.
Assessment throughout the semester includes activities covering different aspects of the process of preparing a public presentation, including group and individual work activities:
Group activities (50%) [students are challenged to perform in groups of up to 5 elements, made up randomly according to each activity proposal].
1-Practical Presentations: Students will be assessed on the basis of their public presentations throughout the semester:
Description: each group receives a presentation proposal and must identify the elements of the activity and act in accordance with the objective.
The results of their work are presented in class to their colleagues (Time/group: presentation - 5 to 10 min.; reflection - 5 min.). Assessment (oral): based on active participation, organization of ideas and objectivity in communication, vocal and body expression, the use of theatrical techniques and performance. Presentations may be individual or group, depending on the proposed activities.
Individual activities (50%)
1-Exercises and Written Assignments (Autonomous Work):
Description: In addition to the practical presentations, students will be asked to carry out exercises and written tasks related to the content covered in each class. These activities include reflecting on techniques learned, creating a vision board, analyzing academic objectives, student self-assessment throughout the semester, answering theoretical questions and writing presentation scripts.
Assessment: (Oral component and written content), organization, content, correct use of the structure and procedures of the autonomous work proposed in each class, ability to answer questions posed by colleagues and the teacher. Communication skills and the quality of written work will be assessed, with a focus on clarity of presentation. These activities will help to gauge conceptual understanding of the content taught.
There will be no assessment by final exam, and approval will be determined by the weighted average of the assessments throughout the semester.
General considerations: in the assessment, students will be given feedback on their performance in each activity.
To complete the course in this mode, the student must attend 80% of the classes. The student must have more than 7 (seven) points in each of the assessments to be able to remain in evaluation in the course of the semester.

LO1: Develop the essential skills, knowledge, and tools to observe, describe, and understand the context and phenomena influencing communication.
LO2: Develop the skills to communicate effectively in multicultural contexts.
LO3: Use the skills in practical situations through oral and written communication.
LO4: Employ communication skills proactively, considering individual roles, behavioral types, and resources used during communication.

PC1: Multiple contexts that initiate and disrupt the communication process, implicit and explicit norms, as well as communication constraints across different contexts.
PC2: Ethnomethodology of the communication process, interpretation based on linguistic, paralinguistic, non-linguistic, and contextual information within oral communication.
PC3: Observation of verbal and non-verbal communication: analyzing gestures, posture, facial expressions, and eye contact (key elements of interactive communication that reinforce or replace oral communication).
PC4: The relevance of active listening in communication across multiple cultural contexts (interpreting and analyzing the phenomena).

Assessment throughout the semester:

Class participation: Evaluates the presence, involvement, and individual contributions of students in discussions and practical activities (20%).

Group work: Students are organised into groups of up to 4 members, randomly assigned, with the support of the lecturer.
• Description: Group activities focus on the observation, interpretation, and analysis of phenomena that encompass the rules, norms, and constraints of communicative activity in a practical study, using the learned content.

• Assessment: Quality of written productions and oral presentations of the developed work (active listening), which must necessarily incorporate comments provided by classmates and the lecturer during the presentations (40%).

Individual work (with consultation, to be carried out in person, in the classroom, according to the evaluation schedule):
• Description: According to a guide defined by the lecturer, comments made in the classroom are deepened in an individual report based on two presentations made by other colleagues.

• Assessment: According to the guide; explicit integration of elements outlined in the learning objectives (40%).

To complete the course unit through continuous assessment, students must not score less than 7 in any of the assessment components, including mandatory attendance of 75% of classes. The final assessment may involve an oral discussion of the work.

Final assessment:
Although not recommended, students may opt for final assessment through written work according to a prompt that will be provided by the lecturer. The final assessment of the work involves ants oral discussion with a panel of lecturers (100%).

At the end of the course, students should be able to:

LO1: Import and validate data effectively;
LO2: Use statistical and logical functions for complex data analysis;
LO3: Identify and correct error messages using information functions;
LO4: Manipulating dates and text to solve specific problems;
LO5: Apply custom formatting and advanced filters to organize data;
LO6: Use query and reference functions to consolidate data from different sources;
LO7: Create and interpret dynamic tables and graphs to present data;
LO8: Develop and use command macros for task automation.

These objectives ensure that students acquire advanced knowledge, practical skills, and technical competencies to use Excel effectively in demanding professional contexts.

SYL1. Data import and validation
SYL2. Statistical functions
SYL3. Logical functions
SYL4. Error messages and information functions
SYL5. Date Functions and Arithmetic
SYL6. Text manipulation functions
SYL7. Custom formatting and advanced filters
SYL8. Query and reference functions
SYL9. Consolidation, pivot charts, and graphs
SYL10. Introduction to macros

The evaluation process in the Advanced Excel course unit follows the guidelines of the General Regulation for the Assessment of Knowledge and Skills (RGACC). The evaluation modalities provided for in the RGACC are evaluation throughout the semester and evaluation by exam:

1. Evaluation Throughout the Semester: This modality is regular during the curricular period, using different instruments of continuous and formative assessment:

1.1. Participation and Attendance (20%):

1.1.1. Attendance (30%): The minimum attendance is 80% (5 classes). The student must automatically register their attendance with their student card at the beginning of each lesson.

1.1.2. Participation (70%):
- Individual practical exercises to be carried out in class (50%), such as online quizzes in Moodle and/or exercises using Excel;
- Individual practical exercises to be carried out at home (50%) using Excel.

1.2. Online Course (10%): Completion of the Advanced Excel online course, including quizzes after each module. The student must complete the online course by 11:59 pm on the day before the 6th class of the shift in which the student is enrolled, including the response to the survey available after completing the online course.

1.3. Individual Assessment Test (70%): It takes place in the 6th class, and multiple-choice questions and/or exercises using Excel may be considered. If the test is made available via Moodle, it must be taken on the computers available in the classroom.

2. Evaluation by Exam: Evaluation by exam takes place during the evaluation period, focusing on all the subjects taught in the UC. The student can opt for the 1st or 2nd exam season or the special exam season, which is only available for eligible students. This method only presupposes the following element of evaluation:

2.1. Written Test (100%): Final written exam, covering all syllabus, and may consider multiple-choice questions and/or exercises using Excel. If the exam is made available via Moodle, it must be taken on the computers available in the classroom.

Requirements for Taking the Exam:
- Completion of the online course, as described in point 1.b., by 11:59 p.m. on the day before the exam. The completion of the online course is mandatory but is not weighted in the final grade in the exam evaluation modality;
- Prior registration for the exam up to 48 hours before the date with the SGE or available platforms.

General Observations:
- In the evaluation modality throughout the semester, the student cannot have a classification lower than 7.0 values in any of the evaluation elements or will have to move on to the evaluation modality by exam;
- The teacher reserves the right to request that any student perform an oral test, regardless of the type of evaluation, whenever it is considered necessary to complement the other evaluation elements.

OA1: Enhance the ability to recognize and value personal resources of technical and interpersonal knowledge.

OA2: Gain a comprehensive understanding of the procedures and settings involved in job searching.

OA3: Develop proficiency in crafting a formal application process for a professional role.

The attainment of these learning outcomess will be facilitated through a combination of practical and reflective activities, underpinned by an active and participatory teaching methodology that prioritizes experiential learning. The course sessions will incorporate a diverse range of activities, including:
• Engaging in Group Discussions;
• Participating in Simulations;
• Analyzing Case Studies;
• Critically Evaluating Videos and Texts;
• Presenting Projects;
• Engaging in Individual Reflection.

S1. Personal Resource Identification & Labour Market participation
- Self-assess skills & interests: identifying strengths, areas for improvement and transferable skills.
- Develop personalized career plan: aligned with objectives, interests and opportunities..

S2. The Labor Market:
- Understanding labor market dynamics, trends, and sectors to make informed professional decisions.
- Recognizing the dignified work principles
- Identifying and exploring job search platforms.

S3.Constructing a Professional Profile:
- Creating a public profile: build CV & network of contacts through networking events, online communities, and industry associations.
- Planning the application process: from identifying opportunities to preparing for interviews.
- Maintain and update online professional profiles and networks regularly to reflect ongoing development and achievements.

The assessment of the UC "Competencies for the Labor Market" aims to assess the development of students' competences and skills in areas that are essential for a successful transition into the labour market. The assessment structure includes four axes of activities, covering different aspects of the job search and professional development process.
Activity Axes and Weighting:

Assessment throughout the semester
a) Individual work skills (50%)
1. Skills assessment and professional documentation (25%):
Activity 1.1: Self-assessment and Skills Evaluation (12.5%)
Objective: To identify strengths, areas for development, technical and relational skills.
Activity 1.2: Curriculum Vitae and Cover Letter Preparation (12.5%)
Objective: Prepare a CV and cover letter suitable for the desired job positions, with clarity, objectivity, conciseness, and highlighting qualifications.
2. Creation of Professional Profile and Network (25%):
• Activity 2.1: Creation of Online Profile (12.5%):
Objective: Create a complete profile with relevant information, clarity, professionalism, and attractiveness.
Activity 2.2: Building a network of contacts (12.5%)
Objective: Develop strategies to build, expand, and diversify the network of contacts relevant to professional goal.

b) Group Work (50%)
• [Groups consist of up to 4 people and are formed randomly]
3. Simulations of Recruitment Process Stages (25%):
Activity 3.1: Group Dynamics (12.5%)
Objective: Develop communication, teamwork, problem-solving, and adaptability skills, focusing on collaboration, clear communication, creative problem-solving, and adaptability.
Activity 3.2: Selection interview (12.5%)
Objective: Practice selection interviews, focusing on verbal and non-verbal communication, posture, ability to answer questions, highlight strengths, and demonstrate interest in the position.
4. Clarity and Objectivity of the Produced Materials (25%)
Activity 4.1: Analysis of Produced Materials Dossier (25%)
Objective: Evaluate the clarity, objectivity, formatting adequacy, organisation of ideas, textual cohesion, coherence, spelling, and grammar of the produced materials.

General considerations: throughout the semester, student will receive individual feedback about their work. To complete the course in this modality of evaluation through the semester, students must attend 75% of the classes, and must not obtain less than 7 in any of the assessment components.

Final Assessment
Although not recommended, students may opt for the final assessment through an in-person written exam. If the student score above 8 out of 20 on the written exam, the final assessment may also include, at teatcher discretion, an oral discussion (if conducted, this oral component will have a weight of 40% in the final assessment).

Learning Outcomes
LO1: Explore how critical thinking is essential for informed decisions, problem-solving, and developing strong arguments in academic and professional contexts. Identify situations where it is applied.
LO2: Study the basic components of an argument and how they combine into complex arguments. Distinguish between different types of arguments.
LO3: Develop skills to break down arguments by critically analyzing texts and speeches, identifying strengths and weaknesses.
LO4: Learn to identify logical fallacies and common everyday mistakes. Recognize and correct errors in arguments to improve the accuracy of discourse.
LO5: Develop criteria for evaluating the quality of arguments and argumentative texts, considering coherence, relevance, evidence, and effectiveness in various contexts.
LO6: Practice the construction of solid arguments in oral debates and written texts. Formulate and present clear and structured arguments, adapting them to the audience and context.

CP1. Definition and importance of critical thinking (CT)
• Applications of CT in academic and professional life
• Benefits of CT for decision-making and problem-solving
CP2. Basic structure of an argument: premises and conclusion
• Difference between simple and complex arguments
• Examples of simple and complex arguments
CP3. Methods for analyzing arguments
• Evaluating the validity of the premises
• Identifying assumptions and implications
CP4. Logical fallacies and common errors
• Definition of logical fallacies
• Common types of fallacies (e.g., appeal to authority, false dichotomy)
• Recognizing fallacies in everyday speech
• Strategies to avoid fallacies
CP5. Criteria for evaluating the quality of arguments
• Coherence, relevance, and evidence
• Critical analysis of texts
CP6. Building Arguments
• Creating strong and persuasive arguments
• Practicing argument construction in different contexts
CP7. Practical applications of CT
• Debate exercise

The assessment throughout the semester is done through presentations, exercises, debates, readings, and case discussions (in small groups).
Active participation in the practical classes is expected and follows these criteria:
Attendance/participation - In-class exercises + group debate (with a minimum of 80% attendance) attendance 5%, participation 5%, debate 15% (total 25%)
Homework - 15% (1 homework assignment - 5% + 1 homework assignment - 10%) = 15%
Final Work (60%)

To successfully complete the assessment throughout the semester, students cannot score less than 7 points in any of the evaluation components listed.
Exam Periods
Written Work - 100%
Although not recommended, it is possible to choose assessment by exam; this assessment may also involve, at the teacher's discretion, an oral discussion (this oral component carries a weight of 40% in the final evaluation).

LO1. Acquiring knowledge about the fundamentals and stages of the Design Thinking process
LO2. Develop skills such as critical thinking, collaboration, empathy and creativity.
LO3. To apply Design Thinking in problem solving in several areas, promoting innovation and continuous improvement.

S1. Introduction to Design Thinking and Stage 1: Empathy (3h)
S2. Steps 2 and 3: Problem Definition and Ideation (3h)
S3. Step 4: Prototyping (3h)
S4. Step 5: Testing and application of Design Thinking in different areas (3h)

Semester-long Assessment Mode:

• Class participation (20%): Evaluates students' presence, involvement, and contribution in class discussions and activities.

• Individual work (40%): Students will develop an individual project applying Design Thinking to solve a specific problem. They will be evaluated on the application of the stages of Design Thinking, the quality of the proposed solutions, and creativity.

• Group work (40%): Students will form groups to develop a joint project, applying Design Thinking to solve a real challenge. Evaluation will be based on the application of the steps of Design Thinking, the quality of the solutions, and collaboration among group members.

To complete the course in the Semester-long Assessment mode, the student must attend at least 75% of the classes and must not score less than 7 marks in any of the assessment components. The strong focus on learning through practical and project activities means that this course does not include a final assessment mode.

To help prepare an integrated Plan of Group Work and skills development
2. To characterize the methodologies of data gathering and information presentation in Marketing
3. To identify the different types of negotiation and negotiators
4. To characterize the main strategies and tactics of negotiation
5. To develop mutual advantageous options
6. To prepare a negotiation
7. To lead a negotiation
8. Auto evaluate the business process and to prepare a follow-up strategy

1. Success principles
2. Definition of Objectives and elaboration a Personal Development Plan
3. Planning methods, elaboration of chronograms and time management
4. Thesis, reports and school reports
5. Data gathering methods in Marketing
6. Marketing presentations - Written and verbal
7. Group work presentation Plan of Group and Development Skills
8. Negotiation bases
9. Negotiation Models
10. Basic elements of the negotiation
11. Negotiation typologies
12. Exercises of negotiation: mutual advantageous options
13. Cognitive processes: heuristics
14. Negotiation errors
15. Negotiation phases:
e) Preparation
f) Rehearsal
g) Lead/Conduction
h) Follow-up
16. Forms to conduct a negotiation
17. Negotiation stiles
18. Ethics in negotiation
19. Methodology Getting to yes
20. Mediation and arbitrage
21. Critical factors of success in negotiation
22. International negotiation

The periodic evaluation system includes:
- Participation in class (10%)
- Project Plan of Group work and Development Skills (15%)
- 2nd Project Negotiation (25%)
- Final exam (50%)
This global grading system requires a rate of attendance to classes of at least 80%. If inferior to 80%, the student will be automatically excluded from this evaluation.
Students that fail in the regular grading system have two additional moments to pass: first and second exams, each worth 100% of the final grade.

1.To understand the integration of digital marketing strategies in the overall marketing strategy of the company;
2. To explore the impact of digital in transforming the marketing mix;
3. To practice the principles of digital marketing planning focusing on the context of a webshop;
4. To provide an overview on best practices in digital marketing;
5. To understand the main metrics and KPIs related to digital strategies.
6. To become more aware of sustainability and responsible businees

1.Digital behaviors: Access; Engage; Collaborate; Customize; To connect
2.Access: Applications
3. Customization: Applications
4. Engagement: Applications
5. Connect: Applications
6. Electronic Commerce

Student should acquire analytical, information gathering, written and oral communication skills. The following learning methodologies(LM) will be used: 1.Expositional to the presentation of the theoretical reference frames; 2.Participative, with analysis and resolution of application exercises, and analysis and discussion of case studies, and of support and reading texts; 3.Active with the development of individual and group assignments; 4.Self-study related with autonomous work by the student.
4. The discipline will be integrated with Atelier Digital.

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- Minimum 80% attendance:
a) Exam 50%;
b) Team exercises: 40%;
c) Indiv. participation: 10%.
Minimum grade of 9,5 in each assessment or group of individual assessments. Final score at least 10 points for approval.

- Students who choose only the individual exam, minimum of 10 and the exam accounts 100% for final grade. Re-sitting: Students who fail in the regular season or wish to try improving their grade. Exam accounts 100% for final grade, minimum score 10 points.

By the end of the course, students will be able to:
LG1 Translate a marketing problem into a feasible research question;
LG2 Appreciate marketing research as a process that involves a sequence of activities;
LG3 Have a general understanding of the strengths and weaknesses of alternative research designs;
LG4 Recommend the best sampling design for different situations;
LG5 Be aware of the ethical issues in marketing research;
LG6 Analyze research results with appropriate data analysis techniques;
LG7 Understand how social media is impacting marketing research; and
LG8 Design and execute both qualitative and quantitative studies and present the research results.

I Marketing Research Design Formulation
I.1 Introduction
I.2 Research design formulation
I.2.1 Primary vs. secondary data
I.2.2 In-depth interviews
I.2.3 Surveys
I.2.4 Focus Groups
I.2.5 Projective techniques
I.2.6 Observation
I.2.7 Causal research design
I.3 Sampling: design and procedures
I.4 Fieldwork
I.5 Ethics in Marketing Research
1.6 Data collection, analysis, and reporting

II. Market Research Studies
II.1 Brand: awareness, image, and equity
II.2 Consumer Behavior and Market Segmentation
II.3 Service Quality
II.4 Evaluation of Marketing Mix Campaigns
II. 5 Sales forecasting

III Social Media Marketing Research
III.1 NewMR: Evolution or Revolution?
III.2 Participatory Blogs
III.3 Blog and Buzz Mining
III.4 Online Research Communities
III.5 We-research
III.6 Predictive markets
III.7 Virtual worlds

Student should acquire analytical, information gathering, written and oral communication skills, according to the established learning outcomes for this unit.
The following learning methodologies (LM) will be used:
Expositional, to the presentation of the theoretical reference frames.
Participative, with analysis and resolution of exercises.
Active, with the realization of one test and one report.
Self-study, as is contemplated in the Class Planning.

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The continuous evaluation comprises individual class activities (20%), group project (30%) and 1 written test (50%, min. grade 10). Those that fail in this kind of evaluation have the 2º exam. To improve their grade only the 2º exam is available.
The evaluation can also be made through a 1º and 2º exam.
In both systems, the min. grade to pass is 10 (also applies to each component of the assessment).

At the end of the curricular period, the student must:
LG1. Know and use the main concepts of univariate and bivariate descriptive statistics
LG2. Understand and apply the most important concepts of statistical inference within the scope of confidence intervals, parametric tests, and non-parametric tests most appropriate to each situation.
LG3. Know how to apply a linear regression model
LG4. Know how to interpret SPSS Statistics outputs.

P1. Descriptive and exploratory analysis of univariate data
P1.1 Data types and data sources
P1.2 Nature of variables
P1.3 Descriptive statistics
P2. Descriptive analysis of bivariate data
P3. Inferential analysis
P3.1 Confidence intervals for one mean
P3.2 Parametric tests: t-test for one mean; t test for the difference of two means (independent and paired samples); test for the equality of more than two means with independent samples (One-way Anova).
P4. Linear regression
P4.1 Simple linear regression: model, assumptions, model validation, estimation of model coefficients with IBM SPSS Statistics, and prediction.
P4.2 Multiple linear regression: model, assumptions, model validation, estimation of model coefficients with IBM SPSS Statistics, and prediction

Periodic evaluation:
a) 2 Exercises with a weight of 15% each and a minimum grade of 7.5 points
b) Written test (70%) and a minimum grade of 7.5 points
The periodic evaluation requires attendance in at least 2/3 of the classes and approval will be obtained by students with a final minimum overall grade of 10, provided that they did not have a grade lower than 7.5 in any of the written individual tests.
Final evaluation:
Theoretical exam (70%) + practical exam (30%). It requires a minimum grade of 7.5 points in each exam, provided the final classification is at least 10 points.

At the end of the Curricular Unit, the student should be able to:
LO1. Evaluate the data quality, list descriptive data patterns, detect properties of significant subpopulations of significant data, reduce the dimensionality of the data, and segment subjects according to several clustering techniques, reproducing them when carrying out exercises.
LO2. Interpret results arising from data summarization techniques.
LO3. Differentiate methods for reducing the dimensionality of the data and for segmenting subjects and choose the most appropriate one for a given problem.

S1: Data quality
S2: Univariate and bivariate descriptive analysis
S3: Multivariate Descriptive Analysis
3.1 Methods for reducing the dimensionality of input data: Principal Component Analysis (PCA), CatPCA, and Multiple Correspondence Analysis (ACM).
3.2 Segmentation Methods: hierarchical algorithms, K-Means, and Two-Step Clustering.
S4: Applications with IBM SPSS Statistics software.

Assessment throughout the semester or Assessment by exam:
Assessment throughout the semester:
a) Two Quizzes (1h 15m) with a weight of 15% each.
b) One individual final test with a weight of (70%)
c) Weighted average of 8,5 for the assessments.
d) Minimum attendance of 2/3 of all the lectured classes.
Assessment by Exam:
One written and theoretical exam (70%) + one practical test (30%), requiring a minimum grade of 8,5 in each exam, provided that the final classification is at least 10 points.
Scale: 0-20 points

At the end of the course, each student should have acquired the necessary competences to:
1. Carry out the fundamental analyses required to make strategic choices
2. Assess the strategic options available to companies at the business and corporate levels and the benefits and risks associated with each
3. Understand the importance strategy implementation and control
4. Justify the importance of considering the ethical, social and environmental impact of company decisions
5. Discuss current issues and considerations in strategic management

1. Basic Concepts
2. Strategy Formulation - vision, mission and values
3. Ethics, CSR and Sustainability
4. The Resource Based View and Dynamic Capabilities
5. The External Environment (macro, industry and competitor analyses)
6. Choice of competitive strategies
7. Choice of corporate strategies
8. Implementation
9. Strategic Control & Balanced Scorecard
10. Corporate Governance
11. Current issues in strategic management

Option 1 (Assessment throughout the semester)
-50%: Individual Final Test
-25%: Group work (application of course content to a company)
-25%: Individual assignment (reflection on the simulation game)

To Pass: weighted average of 10 marks or higher; the assessment in any of the components cannot be lower than 8 marks.

Minimum attendance: 75% of classes

Option 2 (Final exam)

To Pass: 10 marks in the final exam.

At the end of this curricular unit, students should be able to:
1. Identify and characterize the main key concepts and theories of product-mix;
2. Identify and characterize the main key concepts and theories of distribution;
3. Identify and characterize the main key concepts and theories of pricing;
4. Identify and characterize the main key concepts and theories of promotion;
5. Demonstrate how to apply key tools of Marketing Mix in practical situations.

0. The articulation between strategic and operational planning.
1. Setting Product Strategy (good, service or idea)
- Brand equity.
- The product-mix for goods Vs services.
- New product development.
- Product line management.
2. Marketing Channels
- Relationships and Types of intermediaries.
- Functions of distribution.
- Channels of distribution: importance, composition and characteristics.
- Distribution of Producer and Retailer.
- Merchandising.
3. Developing Pricing strategies and programs
- Determining factors: internal and external.
- Price strategies.
- Price criteria.
- Target market reaction to price change.
4. Designing and Managing Integrated Marketing Communications
- The influence of the consumer buying decision process on marketing communications.
- The communications mix:
Advertising
Sales Promotion
Public Relations
Sales Force
Direct Marketing
The influence of relationship marketing on the communications mix.
Promotion and Advertising Plans

OPTION1: Evaluation throughout the semester: Individual end-of-term exam 50% (min grade 8). Group Works 40% (min grade 10). Individual evaluation - participation and cases studies 10% (min grade 10).
OPTION 2: End-of-term exam - 100%.

The student must ensure class attendance of at least 2/3 of the classes.

Students with a final grade above than 16 may have an additional oral examination.

1.Know how to distinguish the various types of customers and consumers
2.Understanding the consumer as an individual and decision maker
3.To understand how social, economic and cultural patterns determine consumers' attitudes and behaviour
4. To Understand the purchasing process
5. Know the explanatory models of consumer behavior
6. To Understand the mechanisms that generate customer and consumer decisions
7.Develop a project on an innovative topic applied to consumer research
8. Make presentations of work carried out or cases studied
9. Participate in collective discussion about real cases and situations

1- Insertion of customer and consumer behavior into marketing dynamics
2- Structural characteristics of private consumers
3- Structural characteristics of business and institutional clients
4- Factors influencing purchasing and consumption behaviors
5- Decision process and purchasing journey
6- Characterization of purchasing needs
7- Characterization of purchasing motivations
8- Consumption models and decisions
9- Process of selecting suppliers and purchasing locations
10- Brand selection process
11- Purchase and consumption experience

The periodic evaluation system includes:
-Participation in class (20%)
-Work project (20%)
-Final exam (60%)
Minimum grade in any of the components - 8 values
This global grading system requires a rate of attendance to classes of at least 80%.
Students that fail in the regular grading system have two additional moments to pass: first and second exams, each worth 100% of the final grade.

1. Diagnose and propose solutions to problems of retailers manufactures in their dealings with retailers;
2. Develop a project on an innovative theme applied to a business format;
3. Conduct presentations of the projects or case studies;
4. Participate in discussion about cases and companies situations
5. Being able to project the evolution of the sector, the business strategies and the relationships manufactures / retailers.

1. Retail Marketing
1.1. Critical success factors
1.2. Economic model
1.3. Retailing mix
1.4. Franchising
2. Merchandising
2.1. Functions
2.2. Intervention areas
2.3. Point of sale management
3, Retailtainment
4. Customer journey
5. Omnichannel
6. E-commerce

The periodic evaluation system includes:
- Individual evaluation (10%)
-Group projects (40%)
-Final exam(50%)
Minimum grade of individual evaluation and group projects - 10 values
Minimum grade of final exam - 8 values
This global grading system requires a rate of attendance to classes of at 2/3 of the classes. If inferior, the student will be automatically excluded from this evaluation scheme.

At the end of the curricular period of this UC, the student should:
1. Have acquired knowledge and skills in Segmentation Methodologies.
2. Know how to use the SPSS-Statistics software to carry out a segmentation being able to obtain, validate and interpret their results in the Marketing domain.

1. INTRODUCTION
1.1 What objectives for segmentation?
1.2 Data for segmentation
1.2.1 Analytical and business requirements
1.2.2 Typology
1.3 Step by Step segmentation
2. ANÁLISE DE DADOS PARA SEGMENTAÇÃO
2.1 Measurement types
2.2 Diversity measures
2.3 Measures of association
2.4. (Dis)similarity measures
2.5 Simple and multiple linear regression models
2.6 Data analysis for segmentation in SPSS
3. PICTURING DATA FOR SEGMENTATION
3.1 Principal Components based graphics
3.2 Multidimensional Scaling based graphics
3.3 Other graphics
3.4 Picturing data for segmentation in SPSS
4. SEGMENTATION TECHNIQUES
4.1 Hierarchical Algorithms
4.2 Two-Step Algorithm
4.3 Segmentation algorithms in SPSS
5. EVALUATION OF SEGMENTATION RESULTS
5.1 Cohesion-separation and indices of agreement between clusterings
5.2 Criteria for effective segmentation
5.3 Profiling clusters
5.4 Evaluating segmentation results in SPSS

- group work with eventual oral discussion with minimum grade 10 (50%)
- individual test with minimum grade 8 (50%)
Students may submit to a individual Final Exam including the individual test (1st part) and a 2nd Part regarding SPSS evaluation with 35% weight. In this evaluation the students have to achieve a minimum grade of 8 in each part of the exam and a minimum average grade of 10. Those who obtain a grade higher than 17 will be subject to an oral examination to defend their grades.

Throughout the UC, students will be subject to a set of classes where business challenges in the context of internationalization are properly explained. Follows a set of classes where the main tools and their respective methods of use are presented and used in practical exercises so that students can carry out the following developments in the context of practical work:
1. Adapt the Marketing Mix variables to the internationalization context.
2. Strengthen the use of context and strategy analysis tools. SWOT and dynamic SWOT
3. Design and develop marketing strategies in international markets
4.Identify different forms of presence in international markets
5. Reinforce knowledge and practice of commercial/financial evaluation
In this way, students will be able to build and defend internationalization strategies in a business context as well as understand the challenges that national brands face in the domestic market due to the presence of multinationals.

I The decision to internationalize
II The International Surrounding Environment and Market Selection
III Forms of Presence in International Markets
IV The International Marketing Plan
V Commercial and Financial Assessment

The following assessment instruments will be present in the assessment throughout the semester:
-Attendance, analysis and discussion, in class, of case studies: 20%
-1 Group work: 45%
-Final Test: 35%
Individual final classification, 0/20 points and attendance/punctuality = or > 80%
Minimum grade in any of the components - 8.5 points
Students who fail the regular assessment have the exam periods provided for by the Management School regulations, with the exams being weighted 100% of the grade.

By the end of the curricular unit, each student should have acquired the necessary skills to:

LG1: Understand the conceptual fundamentals of decision-making in Marketing
LG2: Understand the fundamentals of using Data Science for Marketing decisions
LG3: Describe data mining as a business intelligence technology
LG4: Describe text mining and its applications to marketing
LG5: Understand how to design a Reporting system for Marketing
LG6: Explore some of the emerging technologies that can impact business intelligence in Marketing

P1: Decision Support Systems in Marketing in the Big Data era
P2: The Role of Data Science and Generative Artificial Intelligence in Marketing decision-making
P3: Data Mining and Analytical CRM for Business Intelligence
P4: Text and Web Mining and their applications to Marketing
P5: Reporting Systems for Marketing
P6: Emerging Trends and Impacts in Business Intelligence

Regular Season: assessment throughout the semester, minimum 2/3 attendance. a) Individual Exam 50%; b) Individual discussion of the Final Workgroup (35%); Final workgroup report 15%. Minimum grade of 7,5 points in each assessment. Minimum final score 10 points for approval. Students who choose only the individual exam must have a minimum of 10 points and the exam accounts 100% for final grade. Re-sitting for students who fail in the regular season or wish to improve their grade. Exam accounts 100% for final grade, minimum score of 10 points. There is no oral evaluation for improving the grade.

At the end, Students should be able to: LG1 - understand the fundamentals of OM and SCM; LG2: Characterize and identify products/services that satisfy consumers, as well as their associated processes; LG3: Understand the impact on the competitive advantage of Operations (Ops) and Supply Chain (SC); LG4: Apply control techniques to the resources required in Ops/SC. The TP classes and independent study allow the program to be completed, as follows: the UC requires theoretical concepts, fundamental for understanding the different Ss, allowing the expository component of the TP classes to cover all LGi; practical experimentation and application of knowledge, through case studies, group work, problem solving is the component of PT that allows the LG2-LG4 to be approached actively and experimentally; the autonomous study addresses the theoretical frameworks, the pre-preparation of texts and cases to debate and clarify Ss (LG1-LG4) and solve problems (LG4) during the contact time.

S1: Introduction to Operations Management
S2: Performance and Operations Strategy
S3: Process analysis
S4: Development of new products and services
S5: Definition of the supply network
S6: Organization of space and flows
S7: Aggregate planning
S8: Materials Management
S9: Supply Chain Management
S10: Just in Time and Lean Management
S11: Quality Management

i) OPTION 1 - Assessment throughout the semester (*)
a) Interim written test in groups of two Students assigned by lottery (20%)
b) Group work: presentation, PPT with notes (report) (20%); discussion of other assignment with a two pages written report (10%)
Presentation with the participation of all Students; delivery of slides with the full text, participants and respective times, added together in notes
c) Individual written test (50%)
In the assessment throughout the semester, Students must have at least 8.5 points in each of the assessment components (a), b) e c)).
Approval involves a final result of at least 10 points out of 20, obtained by weighted average.
Students must meet the School of Administration's attendance targets to obtain approval in this modality.

ii) OPTION 2 - Final written exam (100%), minimum for approval: 10 points out of 20 (*)

(*) Note: Students with results equal to or greater than 17 points may be called for an oral test.

1. To understand the main goals of Human Resources Management and to explicit their integration with General Management
2. Define the main characteristics of planning, recruitment, selection and socialization of new employees;
3. To know the main defining elements of Training, Career and Performance Evaluation policies;
4. Apply the main concepts of Compensation and Conditions of Service to HRM ;
5. Apply theoretical concepts of HR on the analysis of managerial and economic contexts

1. Introduction to Human Resource Management
2. HRM, general management and performance
3. Current trends and the future of work
4. HRM processes and activities
4.1 Analysis and description of functions
4.2 HR planning
4.3 Recruitment and selection
4.4 Welcoming, integration and socialization
4.5 Training
4.6 Performance management
4.6 Careers
4.7 Wages and salary rewards

1. Periodic evaluation:
- Final test 70%
- group work 30%
For approval in periodic evaluation, each evaluation element must have a minimum score of 7.5v and final evaluation with a score greater than or equal to 9.5v.
Students excluded from the periodic evaluation will be able to carry out a final evaluation (100%).
2. Final Evaluation:
final evaluation 100%

The student is able to master basic concepts of law and to identify and analyze the main phases of the process of creation of a company.
The student understands the relations between the diverse organs of the company.
The student understands the process of elaboration and approval of accounts.

I- Basic concepts of Law
II- Company Law and Commercial Law
III- The place of the company in the Organization of Business
IV- Formation of the company: types of companies; the memorandum and the articles of association; the incorporation and its effects.
V- Organization of the company: general meetings; management and administration of the company and the auditors.
VI- The company's transactions, annual accounts and distribution of profits. The maintenance of capital.
VII- Alteration of the memorandum and winding up of the company.
VIII-Commercial contracts (Basic notions. Sale, loan and factoring).

The evaluation will be made throughout the semester. The result of the test will contribute 20% to the final grade.
The students - in groups of up to four - will write and present a report on the constitution of a company. The result of this evaluation will contribute 30% to the final grade.
The written exam represents 50 % of the final grade, but it is mandatory to obtain a minimum score of 8 points in each assessment in order for a student to be approved in the course.
Students have to attend classes.
Alternatively, students may opt just to pass a final exam.

LG1 - Diagnose and propose solutions to problems of Commercial Direction.
LG2 - Develop a project on an innovative theme applied to a specified commercial activity;
LG3 - Conduct presentations of the projects, communicating: the main ideas for the subject proposed, the different problems founded and the main solutions proposed.
LG4- Participate in discussion about cases and companies situations

1.Models of Commercial Direction
2.Organization of a Commercial Department
2.1 Key Account Management
3 RepsTeam Animation
- Training and coaching of a sales team
- Motivation of a sales team
4. Territories and Goals Management
5. Supervision, Performance Evaluation and Control
6. Legal and Ethical Responsibilities of Commercials Directors
7. Future Trends in Sales Management

The periodic evaluation system includes:
- Participation (10%)
- Team Works (40%)
- Final Examination (50%) (at least 8,5)

The students with a final grade above 16 may have an additional examination.

1. Apply presentation and communication techniques.
2. Articulate communication strategy with marketing strategy
3. Prepare communication strategy
4. Planning, elaboration and evaluate specific communication actions, Promotions, Relational Marketing, Public Relations, Sponsoring/Patronage and Sales promotion.
5. Knowing the players and the different ways of relationships
6. Explain and Discuss an Integrated Communication Plan

1. Basic concepts of communication
2. From the Marketing Strategy to the communication strategy
Objectives and targets of Marketing and Communication
Purchase decision process
3. Communication Types
4. The communication Mix
The role of communication in the Marketing Mix.
The communication mix.
5. The actors of communication
The Agencies
Preparation of briefings
6. Advertising
Product Advertising and institutional advertising
Preparation, implementation and evaluation of an advertising campaign
7. Public Relations and Viral Marketing
Objectives, audiences and media
Planning and executing actions
8. Direct Marketing
Preparing, implementing and evaluating a campaign
9. Merchandising
Types of merchandising
Objectives and techniques
10. Sales promotions
Public, objectives and promotional techniques
11. Sponsorship
Objectives and structure of an action
12. Other forms of communication
13. New trends in Marketing communication
14. Integrated Communication Plan

The periodic evaluation system includes:
-Presence and participation in class (20%)
-Group Project (30%)
-Practical project (individual) ? 20%
-Final exam (30%)
This global grading system requires a rate of attendance to classes of at least 80%. If inferior to 80%, will be required to attend to a final examination.
The students that fall under the ?Internal Regulation to the Students with Special Status? must contact the coordinator of the Learning unit.

At the end of this learning unit?s term, the student must be able:
1.Understand and be able to apply the concepts and methodologies needed to develop a Marketing Project
2.Research relevant marketing information for the diagnostic, decision process, market and competitors
3.Project Planning
4.Understand the role of key variables and their contribution to marketing strategy
5.Learn to coordinate a work team
6.Be able to apply techniques of interaction between team members and generate consensus
7.Present and discuss the project

1.Objectives and pedagogic methods of the learning unit;
2.Planning the Project
3.Problem definition/Goals definition
4.Research methodologies
5.Primary and secondary information sources
6.Key skills for teamwork:
7.Management of Project Teams
8.Identify relevant bibliography
9.Analysis/Diagnosis (competitors, market, company)
10.Swot Analysis and strategic guidelines
11.Strategic Vision for the Project
12.Critical Success Factors
13.Middle/Long term Goals
14.Action Plan
15.Implementation Plan
16.Budget
17.Contingency Plan
18.Project Presentation ( Final Report)

Periodic evaluation with 4 intercalar reports with presentation 20%b 1 final report with presentation 50% %Individual test 30% A rate of attendance to classes of at least 80%.
The minimum grade in each of these tests is 8.5. If not aproved, final exam
The students that fall under the Internal Regulation to the Students with Special Status must contact the teacher , in the 1st week of classes towards the insertion in the learning processes and evaluation in the Learning unit.