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Presentation
Presentation
This curricular unit explores the fundamental concepts and tools of strategy, creativity and innovation as drivers of competitiveness and value creation in tourism organisations and destinations. Through the analysis of organizational contexts, market trends and emerging challenges, students develop competencies in strategic thinking, creative problem-solving and the design of innovative solutions. The course adopts active learning methodologies, including case studies, Problem-Based Learning (PBL), ideation activities, collaborative work and project development. The integration of strategic reflection and practical application helps prepare students for professional environments characterised by change, complexity and the continuous need for adaptation and innovation.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 5
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Year | Nature | Language
Year | Nature | Language
3 | Mandatory | Português
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Code
Code
ULHT225-22964
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Strategy, creativity and innovation: fundamental concepts and interrelationships. Strategic thinking and value creation in organisations and tourism destinations. Analysis of the internal and external environment: trends, change and competitiveness. Individual and organisational creativity. Creativity methods and idea-generation techniques. Opportunity identification and formulation of strategic challenges. Innovation in products, services, processes and business models. Types of innovation: incremental, disruptive, sustained and radical. Development and evaluation of value propositions. Innovation strategies and competitiveness in tourism. Strategic formulation of innovation projects. Communication and presentation of innovative proposals.
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Objectives
Objectives
By the end of the curricular unit, students should be able to: Understand the fundamental concepts of strategy, creativity and innovation; Analyse internal and external factors that influence organisational competitiveness; Identify opportunities for value creation in different organisational contexts; Apply creativity techniques to problem-solving and idea development; Evaluate different types and processes of innovation; Develop innovative proposals aligned with strategic objectives; Formulate strategic recommendations for organisations and tourism destinations; Apply analytical and decision-support tools; Work collaboratively in the development of solutions to organisational challenges; Communicate proposals, recommendations and projects in a structured and evidence-based manner.
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Teaching methodologies
Teaching methodologies
The teaching methodologies combine theoretical instruction with activities focused on active student participation. Case studies, Problem-Based Learning (PBL), ideation activities, guided discussions, collaborative work and project development are used throughout the semester. Students are challenged to analyse real-world situations, identify opportunities, propose solutions and evaluate alternative courses of action. Practical activities promote critical thinking, creativity, decision-making and the application of concepts to organizational contexts. The development of an innovation project throughout the semester constitutes the main experiential learning component of the course. Project presentations and discussions encourage peer learning, critical reflection and the development of communication skills.
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References
References
Buhalis, D. (2023). eTourism: ICTs for Tourism Management (4.ª ed.). Pearson. Brandão, F., Costa, C., Breda, Z., & Costa, R. (2020). Knowledge Creation and Transfer in Tourism Innovation Networks. In Á. Rocha et al. (Eds.), Advances in Tourism, Technology and Smart Systems . Springer. Drucker, P. F. (2006). Innovation and Entrepreneurship . Harper Business. Fayos-Solà, E., & Cooper, C. (2018). The Future of Tourism: Innovation for Inclusive Sustainable Development . Springer. Hisrich, R. D., Peters, M. P., & Shepherd, D. A. (2017). Entrepreneurship (10th ed.). McGraw-Hill Education. Morrison, A. M. (2019). Marketing and Managing Tourism Destinations. Routledge. Page, S. J. (2024). Tourism Management (7th ed.). Routledge.
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Assessment
Assessment
Descrição
Ponderação
Data limite
Participação, exercícios, atividades práticas e
PBL
Todo o
semestre
20%
Apresentação Intermédia 1
21/10
10%
Apresentação Intermédia 2
16/11
15%
Apresentação Final
07/12
20%
Relatório final do projeto
11/12
10%
Teste individual
14/12
25%
Os trabalhos de grupo e atividades realizadas ao longo do semestre são avaliados com base no processo de desenvolvimento, nas apresentações e discussões realizadas ao longo do semestre e no produto final entregue. A classificação atribuída depende da demonstração efetiva de conhecimento, reflexão crítica e capacidade de argumentação evidenciadas pelos estudantes durante as atividades presenciais. A mera entrega de relatórios ou apresentações não constitui condição suficiente para obtenção de classificação elevada, sendo indispensável a participação ativa nas sessões de acompanhamento, discussão e apresentação dos trabalhos.
As apresentações intermédias constituem momentos obrigatórios de avaliação contínua. Todos os elementos do grupo devem estar presentes e participar ativamente na apresentação e discussão dos trabalhos. A avaliação destas componentes incide sobretudo na capacidade de análise, fundamentação, argumentação, resposta a questões e demonstração de domínio dos conteúdos desenvolvidos.
A presença e participação ativa nas nestas apresentações é obrigatória. A ausência não justificada implica a atribuição de zero valores nesse elemento de avaliação (no caso de ausência justificada, é atribuída a média do grupo). A ausência a uma ou mais apresentações intermédias poderá inviabilizar o cumprimento dos requisitos mínimos da avaliação contínua, determinando a transição para avaliação por exame.
Nota mínima: 8 valores em todos os elementos:
- Participação, exercícios, atividades práticas e PBL (20%)
- Projeto (apresentações intermédias + relatório (55%)
- Teste (25%)
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Mobility
Mobility
No
