Marketing for small businesses and SMEs

Category: Discipline
  • Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson. Godin, S. (2018). This is marketing: You can't be seen until you learn to see. Portfolio. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson.  
  • Applied Business Management for Micro and Small Enterprises
  • 6675
  • 24790
  • Marketing for small businesses and SMEs
  • ISLA Gaia6675-24790
  • 1
  • 2
  • 0
  • 27
  • Não
  • Português
  • Use of active and practice-oriented methodologies, including case analysis, discussion of real examples, applied exercises, and the progressive development of practical work suited to the students' context. These approaches aim to strengthen participation, connection to professional reality, and the application of contents to concrete situations.
  • Mandatory
  • At the end of the curricular unit, students should be able to understand the fundamental concepts of marketing applied to small businesses and SMEs, analyse the reality of a business or project, identify target audiences and structure personas, recognise the customer journey and the main touchpoints, select marketing channels and actions suited to defined objectives, structure a simple, coherent and feasible marketing plan, and interpret basic performance metrics to support results evaluation and decision-making.
  • Introduction to marketing for small businesses and SMEs Basic concepts, context and importance of marketing in small businesses. Value proposition and positioning Definition of value proposition, differentiation and market positioning. Target audience and personas Identification of target audiences and customer profiles. Customer journey Stages of the customer relationship and main touchpoints. Digital marketing channels Selection of channels suited to the business goals and resources. Content creation Basic principles of communication and content creation. Marketing plan Structure of a simple and feasible marketing plan. Metrics and results Basic indicators for monitoring and evaluation.

  • Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

    Exemplo:

    Descrição

    Data limite

    Ponderação

    Teste de avaliação

    dd-mm-yyyy

    30%

    Portfolio

    dd-mm-yyyy

    40%

    (...)

     

     

     

    Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...

     
  • Anual
  • The curricular unit falls within the field of applied marketing and focuses on the reality of small businesses and SMEs. Its scope includes the analysis and development of marketing strategies suited to contexts with limited resources, including positioning, target audiences, communication, channels, and performance evaluation. Its relevance within the study cycle lies in the development of practical skills in analysis, planning, and the application of marketing in real business contexts.

Pre-Production and Screenwriting

Category: Discipline
  • Cook, D. A. (2016). A History of Narrative Film (5th ed.). W. W. Norton & Company. Dancyger, K. , & Rush, J. (2013). Alternative Scriptwriting: Beyond the Hollywood Formula (5th ed.). Focal Press. Field, S. (2018). Screenplay: The Foundations of Screenwriting (Revised ed.). Delta. Parent-Alter, D. (2014). O argumento cinematográfico. Lisboa: Edições Texto & Grafia. Rabiger, M., & Hurbis-Cherrier, M. (2020). Directing: Film Techniques and Aesthetics (6th ed.). Routledge. Raskin, R. (2005). The Art of the Short Fiction Film: A Shot by Shot Study of Nine Modern Classics. London: McFarland & Company. Yorke, J. (2014). Into the Woods: A Five-Act Journey into Story. Penguin Books.
  • Sound and Image
  • 7086
  • 26846
  • Pre-Production and Screenwriting
  • ISLA Gaia7086-26846
  • 1
  • 6
  • 0
  • 27
  • Não
  • Português
  • Flipped-class micro-lectures; collaborative writers’ room; project-based learning; generative-AI tools for ideation and arc analysis; augmented-reality storyboarding; gamified peer review; 48-hour formative feedback loops.
  • Mandatory
  • This course unit aims to prepare students with the ability to plan and structure audiovisual projects, covering the initial stages of production, from the conception of the idea to the development of the script. Students will develop creative and organizational skills that are fundamental to the production of successful audiovisual content.  
  • Idea generation and research; Classical and non-linear story structure; three and/or five-act paradigms; Logline, synopsis, outline and screenplay drafting; Character and dialogue development; industry-standard script formatting; visual grammar and shot breakdown; Storyboard and animatic creation; technical, crew and budget requirements; Production book, scheduling, and cost estimation; Basic legal issues (copyright, licences); pitching techniques.

  • 1. Avaliação Contínua ou distribuída [Projectos]:

    • Trabalho prático em Grupo (2 elementos max.): Sinopse, Guião e Storyboard para uma Curta; 10%+30%+20% [Apresentação em: 21.10; 11.11 e 2.12];

    • Trabalho prático Individual [Shooting Schedule Stripboard]; 40% [Apresentação em: 6.1.2026 ].

     

    OU

     

    2. Avaliação Final:

    Teste Teórico-prático de Avaliação Global (TAG); 100%
  • Semestral
  • Focused on project development, this course qualifies students to create scripts and develop initial production plans, fostering fundamental skills for the pre-production stage. • Development of concepts and ideas for audiovisual productions. • Scriptwriting: structure, characters, dialogue. • Storyboard creation techniques. • Production planning: needs assessment and scheduling. • Pre-production documentation and creation of shooting plans.

Environment, Safety, Hygiene and Health at Work

Category: Discipline
  • Decreto-lei n.º 73/2011, de 17 de junho, Estabelece o regime geral aplicável à prevenção, produção e gestão de resíduos, Diário da República , Série I, N.º 116, p. 3251-3300. Freitas, L. C. (2008). Manual de Segurança e Saúde do Trabalho. Edições Sílabo. Lei n.º 7/2009, de 12 de Fevereiro ¿ Aprova o Código do Trabalho, Diário da República, Série I, N.º 30, p. 926-1029. Lei n.º 102/2009, 10 de Setembro ¿ Regime jurídico da promoção da segurança e saúde no trabalho. Diário da República , Série I, N.º 176, p. 6167-6192. Lei n.º 3/2014, 28 de janeiro ¿ Alteração ao Regime jurídico da promoção da segurança e saúde no trabalho. Diário da República , Série I, N.º 19, p. 554-591. Lei n.º 19/2014, de 14 de abril ¿ Lei de Base da Política de Ambiente. Diário da República , Série I, N.º 73, p. 2400-2404.
  • Administrative Management of Human Resources
  • 1999
  • 15778
  • Environment, Safety, Hygiene and Health at Work
  • ISLA Gaia1999-15778
  • 2
  • 3
  • 0
  • 27
  • Não
  • Português
  • Personalized teaching, with a methodology of guiding students' studies through practical work.
  • Mandatory
  • . To recognize the importance of Occupational Health and Safety management and Environmental management. . To explain the concepts related to Occupational Health and Safety. . To identify the duties of top management and employees according to the regulatory framework. . The identify the soundest hazards and assess the risks that emerge in a peculiar activity sector. . To identify safety signs. . To explain the importance of PPE and CPE . To identify the soundest environmental. . To promote the implementation of the best management practices concerning waste management and OHS.
  • 1. Occupational Health and Safety 1.1. Foundations of OHS. 1.2. Framework of prevention within the occupationl regulations in Portugal. 1.3. OHS legislative regime in Portugal. 1.4. Occupational hazards and risks. 1.5. Occupational hazards and occupational diseases. 1.6. Safety signs and protective equipment.   2. Environment 2.1. Soundest environmental problems. 2.2. Environmental management and policies in companies. 2.3. Waste management from Society and companies.

  • Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

    Exemplo:

    Descrição

    Data limite

    Ponderação

    Teste de avaliação

    úlltima aula

    50%

    Trabalho

    úlltima aula

    50%

    (...)

     

     

     

    Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...

     
  • Semestral
  • Companies increasingly adopt standardized management (supported on standards such as the ISO 9001, ISO 14001 and ISO 45001) in order to address the requirements and expectations from various stakeholders. Concurrently, it is crucial that students be trained so they may address these novel labour market demands namely in the scope of Occupational Hygiene domain. Additionally, it will be an add-value to provide the students wih organizational skills complementing the robust technical skills acquired during the bachelor academic degree. This academic unit aims at providing the students with the basic and pertinent knowledge concerning Occupational Health and Safety and Environment.

Oral and Written Expression Techniques

Category: Discipline
  • MACHADO, A . M. ( org. dir. ), Dicionário de literatura portuguesa. Lisboa: Presença, 2006 FIGUEIREDO, O., Didáctica do Português Língua Materna - dos Programas de Ensino às Teorias, das Teorias às Práticas. Porto, Edições ASA, 2005 VASCO MOREIRA , HILÁRIO PIMENTA ; REVISÃO: MARIA ALDINA MARQUES, Gramática de Português - 3.º Ciclo do Ensino Básico e Ensino Secundário, Porto Editora, 2015  
  • Digital Marketing and Electronic Commerce
  • 2628
  • 11124
  • Oral and Written Expression Techniques
  • ISLA Gaia2628-11124
  • 1
  • 6
  • 0
  • 27
  • Não
  • Português
  • Theoretical classes Practical classes with individual, pair and group work Frequent use of the learning platform Moodle to study contents given in class, do and submit exercises and work related to class. Continuous evaluation through informal observation of students Summative evaluation through evaluation tests.
  • Mandatory
  • Identify the differences between native language and general language Use the language as a social activity Understand what communicative competence is Understand and use principles that rule verbal communication Understand the difference between saying and implying Use proper language according to the context Identify specific details of oral language Be able to properly speak in public Prepare an adequate oral presentation Identify and understand the different parts of a sentence Dealing with problems regarding punctuation, accentuation, spelling and text processing Be able to write an adequate text according to context Understand the process regarding written communication Differentiate academic text from non-academic text Differentiate literary text from non-literary text Identify the main features of a paper Be able to write an adequate report
  • 1. Language and communication Native language and general language Verbal language as a form of action Principles that rule verbal communication Saying and implying 2. Oral communication Specific details of oral language Processes of oral communication Oral presentation -features Speaking in public Preparing an adequate oral presentation 3. Written communication Written production: features Sentence structure Dealing with problems regarding punctuation, accentuation, spelling and text processing  
  • Descrição                       Data limite                                         Ponderação                           
    Teste  A definir 45%
    Apresentação oral A definir 45%
    Atitudes A definir 10%

     
  • Semestral
  • Develop comprehension, oral and writing skills Apply linguistic knowledge previously acquired Continue de study of the Portuguese language in order to improve it and adapt it to students personal and professional needs Interpret different types of texts Develop planning and preparation skills of different types of texts Produce oral and writing contents adequate to different contexts Acquire technics and methods in order to research, record and treat data

Project risk management

Category: Discipline
  • ISO. (2008). ISO 31000: ERM– principles and guidelines on implementation (versão electronica). ISO. Genebra. COSO. (2017). Integrating Enterprise Risk management with strategy. COSO. USA.   Wu, D., Olson, D. & Dolgui, A. (2015). Decision making in enterprise risk management: a review and introduction to special (versão eletrónica). The international Joruianl of management science. 57: 1–4. Arnold, V., Benford, T., Canada, J. & Sutton, S. (2015). Leveraging integrated information systems to enhance strategic flexibility and performance: the enabling role of enterprise risk management (versão eletrónica). International Journal of Accounting Information Systems. 19: 1–16. COSO. (2004). ERM– Integrated Framework: Application Techniques. COSO. USA.  DeLoach, J. & Thompson, J. (2011). Performance/risk integration management model (versão eletrónica). Protiviti. USA. 
  • Applied Business Management for Micro and Small Enterprises
  • 6675
  • 24797
  • Project risk management
  • ISLA Gaia6675-24797
  • 1
  • 2
  • 0
  • 27
  • Não
  • Português
  • N/A
  • Mandatory
  • N/A
  • N/A

  • Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

    Exemplo:

    Descrição

    Data limite

    Ponderação

    Trabalho Final 

    N/A

    60%

    Participação/trabalho

    N/A

    30%

    Assiduidade 

    N/A

    10%

     

    Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...

     
  • Anual
  • N/A
  1. Sound and Image Fundamentals
  2. HR evaluation methods
  3. Representation of Multimedia Elements
  4. Technical English

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