The conference is structured in three sessions in which the practical aspects to be taken into account when preparing the strategic plan of a company or business unit will be worked on. To this end, presentations that introduce the main concepts will be combined with dynamics and the study of different cases to favour the learning experience (based on continuous interaction with the students). The aim is that, upon completion, participants will be able to face strategic reflection processes in their company or business unit. 
Structure of the workshop:
1. STRATEGIC MANAGEMENT MODEL: Phases of Strategic Management | Tools for analysing the environment | Analysis of internal and organisational capacities | Definition of strategic maps | Diagnosis: synthesis of the strategic analysis.
2. STRATEGY FORMULATION AND SELECTION: Analysis of the business model | Competitive strategies | Growth strategies | Approach of alternatives and selection of the strategy.
3. THE STRATEGIC PLAN AS A MANAGEMENT TOOL: Organisational aspects | The Strategic Plan as a process | Structure of the Strategic Plan | Programming.