MBA: Theory and Application of Business and Management Principles

197 Pages·2016·4.24 MB·English

by  Carolina Machado

Management and Industrial Engineering
Carolina Machado
J. Paulo Davim Editors
MBA
Theory and Application of Business and
Management Principles
Management and Industrial Engineering
Series editor
J. Paulo Davim, Aveiro, Portugal
More information about this series at http://www.springer.com/series/11690
Carolina Machado J. Paulo Davim
(cid:129)
Editors
MBA
Theory and Application of Business
and Management Principles
123
Editors
Carolina Machado J.PauloDavim
Department ofManagement Department ofMechanical Engineering
School ofEconomics andManagement University of Aveiro
University of Minho Aveiro
Braga Portugal
Portugal
ISSN 2365-0532 ISSN 2365-0540 (electronic)
ManagementandIndustrial Engineering
ISBN978-3-319-28279-4 ISBN978-3-319-28281-7 (eBook)
DOI 10.1007/978-3-319-28281-7
LibraryofCongressControlNumber:2015960406
©SpringerInternationalPublishingSwitzerland2016
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Preface
Thought to be one of the most prestigious and sought-after degrees all over the
world,theMasterofBusinessAdministration,shortlyknownasMBA,isdesigned
to develop the skills required in business and management careers. However,
although directed to the business world, its value is not limited to it. Indeed, an
MBA can also be very useful for all those that pursue a managerial career in the
privateindustry,publicsector,government,andtechnologicalandengineeringarea,
among others. Being so transversal tothese different areas, this iswhy inour days
manyacademicsandprofessionalsdesiretocourseandobtainanMBA.Conscious
ofthisreality,thispresentbook,entitledMBA—TheoryandApplicationofBusiness
and Management Principles, looks to contribute to some of the “core” curriculum
ofsubjectsusuallypresentinanMBAprogramsuchasmarketing,humanresource,
accounting, and finance. Based on the “core” subjects presented in this book,
everyoneinterestedwillbeabletoobtainarelevantknowledgethatcanbeapplied
as a whole to a variety of real-world business situations, or from a particular
viewpoint that will allow them to follow their own personal or professional inter-
ests. Covering many different fields within business, the lecturers of this book,
accordingtotheirinterestsandavailability,willbeabletoobtainsomeofthemost
critical skills and knowledge subjacent to an MBA that will help them pursue a
career in a variety of working fields.
Alsoprovidingasupporttoacademicsandresearchers,thebookfocusingonthe
latestdevelopmentsandthinkinginwhatconcernsthemostrecentresearchactivity
provides discussion and the exchange of information on principles, strategies,
models, techniques, methodologies, and applications in the business area.
Following these concerns, this book, divided into three parts, covers the theory
andapplicationofbusinessandmanagementprinciplesinsix chapters. InPartI—
Speaking About Marketing, the first chapter discusses “Marketing in Crises—Its
NatureandPerspectivesforManagers”andthesecondchaptercontainsinformation
about “Understanding Digital Marketing—Basics and Actions.” In Part II—
Speaking About Human Resource Management, the third chapter covers “Human
Resource Management: An Operational Perspective,” and at the same time, the
v
vi Preface
fourth chapter describes “Training and Development in Organizations: Start at the
Beginning.”Finally,inPartIII—SpeakingAboutAccountingandFinance,thefifth
chapter focuses on “Accounting as an Information System,” while in the sixth
chapter, an “Introduction to Corporate Finance” is presented.
These theoretical and practical contributions will lead to an upper level of
knowledge of these functional managerial and business subjects, and at the same
time,itwillcontributetotheacquisitionofnewconceptualskillsabletoanswerthe
challenges and changes set by the competitive business environment in which
organizations are involved.
This book is designed to increase the knowledge and effectiveness of all those
interested in the continual success of their careers in the different fields of the
economy such as university research and activity (at the postgraduate level),
business, manufacturing, education, health care, and other service and industrial
sectors.
The editors acknowledge theirgratitude toSpringerfor this opportunity andfor
their professional support. Finally, we would like to thank all chapter authors for
their interest and availability to work on this project.
Braga, Portugal Carolina Machado
Aveiro, Portugal J. Paulo Davim
Contents
Part I Speaking About Marketing
Marketing in Crises—Its Nature and Perspectives for Managers. . . . . . 3
Jochen Schellinger and Kim Oliver Tokarski
Understanding Digital Marketing—Basics and Actions. . . . . . . . . . . . . 37
Teresa Piñeiro-Otero and Xabier Martínez-Rolán
Part II Speaking About Human Resource Management
Human Resource Management: An Operational Perspective. . . . . . . . . 77
Carolina Feliciana Machado
Training and Development
in Organizations: Start at the Beginning . . . . . . . . . . . . . . . . . . . . . . . 105
Ana Paula Vieira Gomes Ferreira
Part III Speaking About Accounting and Finance
Accounting as an Information System . . . . . . . . . . . . . . . . . . . . . . . . . 125
Ana Alexandra Caria, Anabela Martins Silva, Delfina Rosa Rocha Gomes
and Lídia Cristina Alves Morais Oliveira
Introduction to Corporate Finance. . . . . . . . . . . . . . . . . . . . . . . . . . . . 157
Leoni Eleni Oikonomikou
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189
vii
Contributors
Ana Alexandra Caria Department of Management, School of Economics and
Management, University of Minho, Braga, Portugal
Ana Paula Vieira Gomes Ferreira Department of Management, School of
Economics and Management, University of Minho, Braga, Portugal
Delfina Rosa Rocha Gomes Department of Management, School of Economics
and Management, University of Minho, Braga, Portugal
Carolina Feliciana Machado Department of Management, School of Economics
and Management, University of Minho, Braga, Portugal
Xabier Martínez-Rolán Faculty of Communication and Social Sciences,
University of Vigo, Vigo, Spain
Leoni Eleni Oikonomikou Georg-August-Universität Göttingen, Göttingen,
Germany
Lídia Cristina Alves Morais Oliveira Department of Management, School of
Economics and Management, University of Minho, Braga, Portugal
Teresa Piñeiro-Otero Faculty of Communication Sciencies, University of A
Coruña, A Coruña, Spain
Jochen Schellinger BusinessSchool,BernUniversity ofApplied Sciences, Bern,
Switzerland
Anabela Martins Silva Department of Management, School of Economics and
Management, University of Minho, Braga, Portugal
Kim Oliver Tokarski Business School, Bern University of Applied Sciences,
Bern, Switzerland
ix
Part I
Speaking About Marketing