Class Entrepreneurship and Innovation

This curricular unit aims to develop knowledge and skills in entrepreneurship, innovation, and marketing, enabling students to identify opportunities and transform innovative ideas into value propositions with market potential. It covers the main stages of entrepreneurial project development, including needs identification, idea generation, value proposition, business models, market and competitor analysis, and marketing strategy. Topics also include consumer behaviour, segmentation and positioning, marketing mix, branding, communication and digital marketing, as well as basic concepts of financial feasibility, funding, and intellectual property. Through a theoretical-practical approach, the unit promotes creativity, critical thinking, market orientation, and an entrepreneurial mindset, with particular application to natural bioactives and related fields.

Not applicable

1. Entrepreneurship and Innovation 1.1. Concepts and types of innovation 1.2. Opportunity recognition 1.3. Design Thinking and idea generation 2. Value Proposition and Business Models 2.1. Consumer needs and value creation 2.2. Value Proposition Canvas 2.3. Business Model Canvas 3. Market and Consumer 3.1. Market and competitor analysis 3.2. Consumer behaviour 3.3. Segmentation, targeting, and positioning 4. Marketing Strategy 4.1. Marketing mix 4.2. Branding and marketing communication 4.3. Digital marketing 4.4. Customer journey and go-to-market strategies 5. Feasibility and Funding 5.1. Costs, pricing, revenues, and margins 5.2. Simplified break-even analysis 5.3. Funding sources 6. Exploitation and Protection of Innovation 6.1. Intellectual property 6.2. Patents, trademarks, and other protection mechanisms 7. Development and Communication of Entrepreneurship Projects 7.1. Business and marketing plan 7.2. Project communication and pitching

Classes will follow a theoretical-practical approach, prioritising active and student-centred learning methodologies. Learning-by-doing, problem-based learning, Design Thinking, case analysis and discussion, brainstorming, and project-based learning will be used. Students will analyse real-world cases of innovation, entrepreneurship, and marketing and progressively apply the concepts and tools covered throughout the course. The entrepreneurship project will be developed throughout the semester, enabling students to apply knowledge related to value proposition, business models, markets, consumers, marketing, and feasibility. Project development will include opportunities for guidance and feedback. Student presentations on topics related to the course and the final pitch will contribute to the development of communication, argumentation, critical thinking, and teamwork skills.

Brown, T. (2019). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. Harper Business. IAPMEI (2020). Manual do empreendedor. Lisboa: IAPMEI IAPMEI (2020). Como Elaborar um Plano de Negócios. Lisboa: IAPMEI Instituto Português da Qualidade (IPQ). (2007). NP 4457:2007 - Sistemas de gestão da investigação, desenvolvimento e inovação (IDI). Requisitos de um projeto de IDI. Lisboa: IPQ. Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2020). Testing Business Ideas: A Field Guide for Rapid Experimentation. Wiley. Silver, A. & Stollman, L. (2017). Making Nutrition Your Business 2nd edition. American Dietetic Association & U.S. ISBN: 978-0-880-91952-4