Welcome Guide SUNY Summer Program 2013

Published by
UNIVERSIDADE PRESBITERIANA MACKENZIE (UPM) University President Benedito Guimares Aguiar Neto University Vice-President Marcel Mendes Welcome Guide Universidade Presbiteriana Mackenzie SUNY Summer Program 2013 is a publication developed and produced by the International and Interinstitutional Cooperation Office (COI) in partnership with the Coordinator of Academic Publications (CPAc). INTERNATIONAL AND INTERINSTITUTIONAL COOPERATION OFFICE Coordinator Claudia Forte Programs and Agreements Coordinator Heyd Ms COORDINATOR OF ACADEMIC PUBLICATIONS Coordinator Helena Bonito Couto Pereira Editorial coordination Andria Ferreira Cominetti Graphic Design and Desktop Publishing Alex Silva Designers www.alexsilvadesign.com.br Photography UPM Reporter Cludia Emi Izumi Translation Andrart tradues UNIVERSIDADE PRESBITERIANA MACKENZIE International and Interinstitutional Cooperation Office (COI) Rua da Consolao, 896 Edifcio Joo Calvino, Mezanino, Sala COI So Paulo SP CEP: 01302-907 Tel.: +55 (11) 2114-8186

Table of contents
Universidade Presbiteriana Mackenzie .................................... 7 Word of the University President ...................... 9 A course tailored to your needs ........................................................ 11 Lectures Details ................................................................................. 12 Schedule at a Glance .......................................................................... 14 Faculty ............................... 16 Business School ................................................................................ 22 Communication Center .................................................................... 28 Law School ................................................... 32 Portuguese for Foreigners ........................... 34 Technical Visits ............ 36 Touristic Information ................. 38 General Information ....... 46

Welcome Guide UPM SUNY Summer Program 2013

Universidade Presbiteriana Mackenzie

One of the oldest universities of Brazil, the Universidade Presbiteriana Mackenzie (UPM) combines tradition and modernity since its founding, on March 1st, 1952. Its history, however, is longer: the first Degree in Commerce was introduced in 1886 at the then Mackenzie College. In these 143 years of history, the primary goal of this institution has been the pursuit of excellence in teaching, research and extension programs. The emphasis on the improvement has made the brand Mackenzie a seal of warranty, currently sought out by more than 32,000 students at the Higienpolis, Alphaville, Campinas and Rio de Janeiro campuses. In the case of the Universidade Presbiteriana Mackenzie (UPM), the high quality of its higher education is the result of a frequent evaluation and review of educational projects, always in line with the demands of current times, so that its courses are fully connected with the market and deliver differentiated professionals. The UPM offers 37 graduation courses in the Higienpolis, Alphaville, Campinas and Rio de Janeiro campuses. At the stricto sensu graduate courses there are eight Doctorate and Masters degree programs, and three Masters degree programs only. 93% of the 1,450 teachers have a masters or doctorate degree. In 2012 the UPM has been chosen as the best non-public university of the State of So Paulo, in a survey performed by the renowned national newspaper Folha de S. Paulo, one of Brazils best newspapers. The UPM is constantly investing in the improvement of its infrastructure. Currently it has 163 laboratories in the fields of Engineering, Broadcasting, Computing, Radio Astronomy, Astrophysics, Digital TV, Photography, Communication, Nutrition, Pharmacy, Chemistry, Physics, Biology and Physical Therapy, all equipped with the highest technology and innovative equipment for each of these fields. The infrastructure of the campuses also has auditoriums, food courts, wireless system, bookstores, copiers and banks. In short, a range of expertise and services available for the entire academic community, which now you are part of.

Word of the University President

Prof. Benedito Guimares Aguiar Neto, Ph.D.

Welcome to the Mackenzie Presbyterian University (UPM). As one of the most recognized, traditional and innovative educational institutions of the country, the UPM has emerged as an important hub for training qualified professionals in its 61 years of existence. This fact is highlighted by the high level of employability of its graduates and the maximum evaluation obtained in the institutional assessment of the Ministry of Education (degree 5) in over 10 years. These accomplishments put the UPM in a select group of institutions of higher education in Brazil, and are the result of a continuous effort in building an active knowledge that brings together knowledge, social contribution and critical awareness encouraged in all areas of education, research and post-graduation. The main objective of UPM is to educate citizens and responsible professionals with moral values and autonomous intelligence, oriented to practical and enterprising action, able to perceive and interpret the current paradigms, envision new possibilities and propose the creation of alternative paths to meet the demands of contemporary times. To achieve this, important internal policies have been implemented. These include curricular flexibility; massive internationalization of its student and faculty body, which encourages the exchange of knowledge and scientific production with 60 other universities through the exchange of students and teachers; the encouragement of the student role in the teaching-learning process and the valuation of a set of concepts that develop a social, economic, ecological and enterprising vision of the students of UPM. The expansion of Postgraduate and Research programs and the constant improvement of qualification and motivation of our faculty body are goals pursued with perseverance. The organization is still investing in the expansion and consolidation of its campuses in Higienpolis, Alphaville, Rio de Janeiro and Campinas. We hope that you get the maximum benefits for your academic visit to the UPM, and that you can feel part of our academic community, strengthening the mutual cooperation between our universities and our countries.

A course tailored to your needs

It is with great pleasure that COI The Interinstitutional and International Cooperation Coordination Department gives a warm welcome to international exchange students in the Higienpolis campus. Aiming at enhancing opportunities for intellectual exchange in the fields of study, research and academic extension programs among students, teachers and researchers from higher education partner institutions, we present an overview of the internationalization process in the university. The COI has as main objective to advise the University President of Mackenzie University (UPM) in the development and implementation of interinstitutional and international activities and projects. Internationally, the result of the work done by the COI is the UPMs participation in the 2012 Erasmus Mundus Program and an active participation in relevant educational events, with the goal of broadening contacts and partnerships with prestigious universities abroad. This 60-country list includes the United States, France, Canada, Germany, Argentina, Spain, Austria, Chile, Singapore, Colombia, Italy, Liechtenstein, Romania, Mexico, Mozambique, and East Timor. To give an idea, about 200 students on average take part in the interchange program each semester. Over the years, the UPM has also established itself as a very attractive destination for foreign students. They can choose attending one of more than 20 courses in different languages (English, Spanish, French or Italian), and they can benefit from a wide range of courses with several levels of scope and duration, including the Summer Course and thematic areas. Furthermore, the exchange students can join the Portuguese course throughout their stay in Brazil, taught by the Mackenzie Center of Foreign Languages (CLEM), which allows them a better understanding of the Brazilian social and cultural issues. Aiming at meeting the specific international demands of short courses with academic content, the UPM developed a course for one of its American partners, the SUNY - State University of New York. The development of a course with such a specific content has only been possible thanks to the high qualification the University professors and the know-how that UPM has in the development of tailor-made courses. In these days of intense interaction, the COI wants the SUNY students to enjoy the training and academic excellence, providing them with the cutting edge of the University infrastructure and a highly skilled faculty body, who traditionally excels in the quality of its teaching.

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Prof. Claudia Forte, Ph.D. Coordinator Interinstitutional and International Coordination (COI)

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Lectures Details
Total of 140 hours/4 weeks BUSINESS THEMES 60 HOURS
Contemporary Brazilian Economy, Strategy for Sustainable Business in Brazil, International Financial Management in Brazil, Institutional History of the Brazilian Economy)

Syllabi and Faculty

The following information concerns specifically the Academic Units participating at the present Summer Program. For more information about Universidade Presbiteriana Mackenzie please visit our website www.mackenzie.br

LINGUISTICS 32 HOURS
Brazilian Advertising Creativity, Sound portraits Storytelling to Radio & Internet, Communication for Interaction)

Prof. Claudia Forte, Ph.D.

Graduated in Business Administration (1996), Master in Business Administration from the Catholic University of So Paulo (2001) and Ph.D. in Latin American Integration, USP (So Paulo University) in 2006, title of the thesis: Case study comparing microcredit programs in Latin America: the socioeconomic impact on women from the cities of Bogota and Recife. Is an appraiser for ad hoc courses in Business Administration, International Business and International Relations from INEP. Researcher Professor in undergraduate and Lato Sensu at Mackenzie Presbyterian University. Presides over the Standing Committee of Internationalization at UPM, besides acting as an advisor and director of international relations for the Universidade Presbiteriana Mackenzie. Integrates the group of researchers / consultants for UNDP, working on the development of microfinance, microcredit, social inclusion and regional development. Is referee of several scientific academic journals. Author of over 20 papers, 2 books and several articles about high education internationalization; in addition to publishing several articles in national and international newspapers. Being a speaker and guest lecturer in several international congresses the theme being, administration, entrepreneurship, microfinance, international relations among others.

LAW 8 HOURS
Economic and Environmental Law

CLEM 40 HOURS
Portuguese Language

Courses will be held from 9 am to 5 pm (1 hour for lunch) students shall be assessed based on a paper (single or duo) Assessments: and must achieve a minimum score of 7 (seven) out of 10.
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WEEK #1 JULY 22-28, 2013

WEEK #2 JULY 29 - AUGUST 4, 2013

WEEK #3 AUGUST 5-11, 2013

WEEK #4 AUGUST 12-18, 2013

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DATE
All Involved July 22 Communication School In loco actitivity at Paulista Avenue Brazilian Advertising Creativity Language Center Lunch Business School Business School SUNY Language Center July 29 to August 2 Business School August 3 August 4 SUNY SUNY Communication School Portuguese Free time Visit to Port of Santos Institutional History of the Brazilian Economy Prof. Roberta Muramatsu Prof. Lilian Miguel Suggestion: Visit to MASP Prof. Maria Thereza Gentil Profs. Mrcia Detoni & Denise Villaa Portuguese Prof. Maria Thereza Gentil Brazilian Advertising Creativity In loco actitivity at Ch Viaduct Prof. Celso Figueiredo Inaugural Class + General Orientations All Involved + Campus Brazil

UPM UNIT

ACTIVITY THEME

ENCHARGED PERSON

TIME
9-10 am 10 am 1 pm 9 am 1 pm 9-11 am 1-2 pm 2-5 pm All day All day 9-11 am

July 23 July 24 to 26 July 22 to July 26 July 27 July 28

Sound Portraits, Story Telling to Radio and Internet Visit to So Paulo (downtown) July 31st Lunch Contemporary Brazilian Economy Free Time Free time

11 am 1 pm 1-2 pm Prof. Nelson Shimabokuro Suggestion: Turismetr Suggestion: Central Market 2-5 pm All day All day

August 5

Business School Language Center Law School

Visit to Embraer Portuguese Principles of Environmental Law Lunch Business School August 10 August 11 SUNY SUNY International Financial Management in Brazil Free Time Free time

Profs. Senichiro Koshio & Lilian Miguel Prof. Maria Thereza Gentil Profs. Solange Teles & Clarice Duarte Prof. Senichiro Koshio Suggestion: Portuguese Language Museum Suggestion: Soccer Museum Language Center Communication School Portuguese Communication for Interaction Lunch Business School August 17 August 18 SUNY SUNY Strategy for Sustainable Business in Brazil Rio de Janeiro Rio de Janeiro Prof. Denise Curi Have a Good Time!!! Have a Good Time!!! Prof. Maria Thereza Gentil Prof. Mariza Reis

All day 9-11 am 11 am 1 pm 1-2 pm 2-5 pm All day All day August 6 to August 9

9-11 am 11 am 1 pm 1-2 pm 2-5 pm All day All day August 12 to August 16

Schedule at a Glance
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Faculty
BUSINESS SCHOOL INTERNATIONAL REPRESENTATIVES Prof. Patricia Vidal, Ph.D. ____________________________________
Professor at University Mackenzie. Graduated in Economics from the Federal University of Rio de Janeiro (1989), she has her master degree in Production Engineering from COPPE / UFRJ (1993) and Ph.D. in Business Administration - Boston University (2003). Experience in Administration, with an emphasis on Knowledge Management, acting on the following themes: learning and knowledge transfer, crowdsourcing / crowdfunding, sustainability and corporate governance, and decision making.

Prof. Nelson Mitsuo Shimabukuro, M.Sc. _____________________

Extensive experience in Business and Technology marketplace in companies such as Glory Global Solutions, NEC, Diebold, Ericsson, Openwave, IBM, Digitel and HSBC, in different areas Sales, Services, Marketing, Support, Product Management, Business Development and Competition Analysis. M.Sc. in Management from FEA-USP , Post Graduation Work from EAESP-FGV and BSc in Electronic Engineering Associate Professor at Universidade Presbiteriana Mackenzie since 2008 Associate Professor of Computer Science and Business Management at Universidade Nove de Julho from 1995 to 2006.

Prof. Denise Pereira Curi, Ph.D. __________________________________

Ph.D. in Production Engineering from Escola Politcnica da Universidade de So Paulo. She is currently an professor at Universidade Mackenzie and consultant for the Ministry of Education. Twenty five years of experience as executive in multinational companies in the areas of Controlling, Strategic Planning, Marketing and Sustainability. Research studies at sustainability and sustainable innovations. Author of the book Environmental Management, by Pearson Publishing.

Prof. Roberta Muramatsu, Ph.D. __________________________________

She has a Ph.D. diploma in Economics and Philosophy from Erasmus University of Rotterdam. Currently, she is a Professor of Economics at Universidade Presbiteriana Mackenzie and is also a lecturer at Insper Business School, So Paulo. Her research interests are in the areas of Institutional Economics, Behavioral Economics, History of Economic Thought and Economic Methodology. Main publications are in the Journal of Economic Psychology, Brazilian Journal of Political Economy, Revista Estudos Econmicos and Journal of Economic Methodology.

Prof. Lilian Miguel, Ph.D. _____________________________________

Professor Lilian A. P. Miguel has a Doctorate in Administration Advanced Techniques, by Universidade Presbiteriana Mackenzie, with a long-range professional experience in international trade working for multinational companies, with emphasis in mercadology and strategic planning for foreign markets. As a researcher, she focuses on knowledge management, with emphasis in knowledge creation towards the organizational competitiveness. She manages the Mackenzies Business School internationalization area.

Prof. Senichiro Koshio, Ph.D. ____________________________________

Assistant Professor of Finance at Universidade Presbiteriana Mackenzie. B.S. in Industrial Engineering from University of So Paulo and Ph.D. in Business Administration from Fundao Getlio Vargas, Brazil. Conducted graduate studies in International Financial Management at New York University and research projects at the University of Texas at Austin. His professional career has also been built on project feasibility analysis, financial planning, business management and consulting at firms in So Paulo and New York, as well as global corporate banking at Citibank.

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Faculty
COMMUNICATION CENTER INTERNATIONAL REPRESENTATIVES Prof. Edson Capoano, Ph.D. __________________________________
International Representing Professor at the Presbyterian University Mackenzie, Communication and Literature Faculty. Capoano is a journalist and has an MA in Communication and Semiotics. He has two specializations, environmental and Ibero American journalism. His Ph.D. is from the Latin American Program of the University of So Paulo (PROLAM-USP).

Prof. Celso Figueiredo, Ph.D. ___________________________________

Celso Figueiredo, a former ad agency copywriter, became creativity professor at Universidade Presbiteriana Mackenzie back in 1996. Ever since, he directed his research to the persuasive system within Brazilian advertising. In his masters he studied advertising catchphrases and his Ph.D. was on advertisement. He has three books published on creativity and copywriting and manychapters and papers on different ways on how rhetoric persuasion works.

Prof. Lenize Villaa Cardoso, M.Sc. _____________________________

Graduate at Comunicao Social from Universidade Estadual de Londrina (1994) and Masters at Communication from Universidade de So Paulo (2002). Has experience in Communications focusing on the following subjects: radio, radio journalism, journalism, communication and citizenship.

Prof. Marcia Detoni, Ph.D. ______________________________________

Mrcia Detoni is an Assistance Professor in the Journalism Graduate Program at the Center of Languages, Literature and Communication. She holds a M. S. and a Ph.D. in Communication Sciences from University of So Paulo (USP). Prof. Detoni worked for major national and international news companies such as the BBC World Service in London, Reuters Agency, Folha de S.Paulo and the Brazilian Broadcast Company (Radiobras), where she headed the Radio Department in Brasilia. Her current academic research focuses on public broadcasting, media and democracy and communication for social change.

Prof. Mariza de Fatima Reis, Ph.D. ______________________________

Ph.D. on Semiotics and Communication. Experience during the last five years on University international department. Programmer and responsible for Portuguese language and Brazilian culture courses for foreign students. Published papers analyzing, among others, Patch Adams and Forrest Gump communicative performances. Having acted recently as a visitor Professor at Peking University, currently collecting data about Chinese and Brazilian interaction features through media registers.

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Faculty
LAW SCHOOL INTERNATIONAL REPRESENTATIVE Prof. Carlos Camillo, M.Sc. ___________________________________
Graduated in Law from PUC/SP - Pontifical Catholic University of So Paulo in 1992 and Master in Social Relations Law from the same University in 1999. Responsible for Coordination of International Cooperation at the Law School and faculty member of the Law undergraduate program both at Universidade Presbiteriana Mackenzie, where he teaches Introduction to the Study of Law, Civil Law and Biolaw. Conducts research in the following areas: Philosophy of Law, General Theory of Law, Biolaw and Family Law and Law of Succession from the perspective of civil law constitutional. Member of the Scientific Committee of the Mackenzie University. It Ph.D. in Law from PUC / SP, concentration in Philosophy of Law, by the guidance of Prof. Dr. Willis Santiago War Child.

Prof. Clarice Seixas Duarte, Ph.D. _____________________________

Clarice Seixas Duarte holds a Ph.D. in Philosophy and General Theory of Law, Faculty of Law, University of So Paulo. She is currently professor in the Graduate Program in Political and Economic Law from Universidade Presbiteriana Mackenzie. Her research covers the topic of human rights, with particular emphasis on the fulfillment and justiciability of social rights and the study of public policy. Between 2003 and 2008 she was a professor in the Masters Program in Environmental Law at the University of the State of Amazonas.

Prof. Solange Teles, Ph.D. ______________________________________

Solange Teles da Silva holds a Ph.D. in Law at Paris I University Pantheon-Sorbonne. She has been professor at State University of Amazonas (Master Program of Environmental Law) from 2003-2012. Since 2009 she is Professor of Environmental Law and Sustainable Development Law in the Graduate Program in Political and Economic Law at Universidade Presbiteriana Mackenzie. She is also Member of the National Technical Commission on Biosecurity (CTNBio) and she her researches covers the topic of environmental law, environmental international law, environmental conflicts, water, climate change, forests, biodiversity, and biotechnology.

PORTUGUESE FOR FOREIGNERS INTERNATIONAL REPRESENTATIVE Prof. Maria Thereza Gentil, M.A. ________________________________
Maria Thereza Garrelhas Gentil got her Master Degree in Languages by Universidade Presbiteriana Mackenzie in 2000. She has been working for Universidade Presbiteriana Mackenzie since 1975. She was a teacher of the graduation course of Liberal Arts Languages teaching English from 1992 until 2011. She is a teacher and the pedagogical coordinator of the Language Center of the University and responsible for the course of Portuguese for Foreigners.

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Business School
A. Strategy for Sustainable Enterprise in Brazil: Leading Change for Sustainable Enterprise
Relating real cases to current literature on the sustainability theme, this course intent to qualify the students to realize that the sustainability embedded in the operational management or in the business strategies, is a means to achieve competitive advantage.

PROGRAM

BIBLIOGRAPHY
Porter, M. E. 1996. What is a strategy? Harvard Business Review (November-December): 61-78. Milton Friedman (1970), The Social Responsibility of Business Is to Increase Its Profits, New York Times Magazine, September 13 Beth Comstock and Andrew L. Shapiro (2010), Making Eco-Innovation Work. Forbes.

Historical overview of sustainability - from 1962

until 2012, what has changed in 50 years? they impact the firm

Understanding who are the key drivers and how Climate Change: What Is at Stake? Business Strategy versus operational management Mission, Vision and Corporate Values. How to
rewrite them incorporating sustainable values? embedded sustainability

Strategic objectives, competitive advantage and Sustainable innovation, which means? Sustainable management and sustainable
enterprises. Practical examples

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Business School
B. Brazilian Contemporary Economy
Study about recent socio-economic development and the economy policy adopted, impacts and consequences on todays situation. Analysis of historic evolution and economic and strategic challenges and implications on business and management.

C. Institutional History of the Brazilian Economy

An inquiry into the origins and evolution of key Brazilian institutions and organizations and their impact on economic performance from the Colonial Period until now. Description and analysis of incentives and opportunities posed to Governments, private enterprise (among organizations) under specific institutional matrixes over time that have set up some opportunities as well as non-negligible constraints on sustained and sustainable path of economic growth with human development.

PROGRAM

BIBLIOGRAPHY
BAER, Werner. Brazilian Economy: growth and development. Boulder: Lynne Rienner Publishers, 2007 BRAINARD, Lael; MARTINEZ-DIAS, Leonard. Brazil as an Economic Superpower? Understanding Brazils Changing Role in the Global Economy. Washington: Brookings Institution Press, 2009 FURTADO, Celso. The Colonial Growth of Brazil: a survey from Colonial to Modern Times. Westport: Greenwood Press, 1984

PROGRAM

BIBLIOGRAPHY
BAER, Werner. The Brazilian Economy-Growth and Development. 6th Edition. Boldon, CO: Lynne Rienner Publishers, 2007 ROETT, Riordan. The New Brazil. Washington: Brookings Institution Press, 2010 ROHTER, Larry. Brazil on the rise The story of a country transformed. New York: Palgrave Macmillan, 2010

Introduction: aims and methodology A New institutional perspective on economic

history

Brazil Historical Perspective and Key Aspects World War I and II Industrialization begins Stagnation and Boom: Brazil in the 60s External Schocks and Debt Crisis 1973-1985 The resurgence of Inflation in Brazil: 1974-1986 The decline and fall of Brazils Cruzado Stagnation and Inflation: 1987-1993 The stability process: The Plano Real Economy acceleration and Social evolution
under Lulas leadership

The logic of Brazilian colonization process and the

development of a rent seeking market economy

The Export led model of development in Brazil Economic development after the 1930s: assessing
the complex process of import substitution indebtedness crises

From simulated economic growth from the over The fight against inflation: Brazilian Economy during
the 1980s and mid 1990s

The path for an effective price stabilization policy Recurrent challenges of post real
Brazilian Economy posed to President Lula and his descents

Brasil on the rise Current Challenges

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Business School
D. International Financial Management in Brazil
Study of international financial management with special focus in Brazil. Analyses of Corporate Finance and Investments in the international context. Analyses of funding mechanisms in the international financial markets. Comprehension of the cost of capital and the capital structure in the international context.

PROGRAM

BIBLIOGRAPHY
Bekaert, Geert; Hodrick, Robert J. International Financial Management, Prentice Hall, 2/e, 2012. Damodaran, Aswath. Damodaran on Valuation, Wiley & Sons, 2/e, 2009. Eiteman, David K.; Stonehill, Arthur I.; Moffett,Michael H. Multinational Business Finance, Prentice Hall, 13/e, 2013.

Environment of International Business

International Business International Financial Markets Risk and Return in International Context

Investments in International Context

International portfolio diversification Asset pricing models in international context Capital budgeting in international context Company valuation in international context Investments in Brazil

Financing in International Context

Foreign trade finance Financing in international financial markets Financing from Economic Cooperation Agencies Cost of capital and capital structure in international context - Financing of Brazilian companies

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Communication Center
A. Communication for Interaction
The course aims at developing communication skills for group work interaction, through language uses perception. Develop contextual competence during message interpretation. Practice communication to build up and share ideas.

PROGRAM

BIBLIOGRAPHY
BERLO, David. The Process of Communication. An introduction to theory and practice New York: Holt, Rinehart and Winston, 1960. COPEY, Stephen. The 3rd alternative. New York: Free Press, 2011. SENGE, Peter. The Necessary Revolution. Working together to create a sustainable world. New York: Broadway Books, 2008.

The elements of the process of

communication

The implicit and the explicit

meaning of the messages language perception ideas together

The symbolical pattern of verbal Brainstorm strategy for making up Expressing and sharing ideas
through verbal messages

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Communication Center
B. Brazilian Advertising Creativity
A trip through the creative process that made Brazilian advertising be considered one of the best in the world. How Brazilian creative people absorbed the American way of doing advertising and turned that into a modus operandi benchmarked throughout the world.

C. Sound Portraits, Storytelling for Radio and Internet

The course aims to improve the students ability to select and craft educational and entertaining audio short stories (from news to drama) to inspire, illuminate and promote a better understanding of life. It is focused on developing writing, recording and editing techniques as well as the skill of combining narration, music, sound effects and other voices to tell a story.

PROGRAM
to the Elements of Radio Introduction Writing techniques Report and Storytelling Production Recording Interviews techniques to Audio and Recording Introduction Narration techniques Fundamentals Digital Editing and Mixing techniques imagery of Sound: Using voice, The environmental sounds and music Hands on: Airing your Short Story to tell a Story

PROGRAM

BIBLIOGRAPHY
CARRASCOZA, Joo A. Redao Publicitria. Futura: 2003. So Paulo CITELLI, Adilson. Linguagem e Persuaso. 8 ed. So Paulo, tica, 2004 FIGUEIREDO, Celso. Redao Publicitria: Seduo pela Palavra. 1 ed. Thomson, So Paulo, 2005 MIERAU, Christina. Accept no Substitutes: The History of American Advertising. 1a ed. , Lerner, Minneapolis, 2000 PEREZ, Clotilde. Signos da Marca. So Paulo, 1 ed. Thomson, 2004 PERISCINOTO, Alex. Mais vale o que se aprende que o que te ensinam. So Paulo, Best Seller, 1995. ROMAN, Kenneth. O Rei da Madison Avenue. Cultrix. So Paulo, 2011

Historical overview of
advertising

BIBLIOGRAPHY
BIEWEN, John; DILWORTH, Alexa (orgs.). Reality radio: telling true stories in sound. Chapel Hill: UNC Press, 2010. BOYD, Broadcast Journalism: techniques of Radio & TV News. Oxford: Focal Press. 1993. CAMACHO, Lidia.La imagen radiofnica. Mxico: McGraw Hill, 1999. CSAR, CYRO.Rdio, a mdia da emoo. So Paulo: Summus Editorial, 2005. DETONI, Mrcia.O audiovisual de no-fico e a Maldio do jornalstico.Estudos em Comunicao n.7 - Volume 2 - , Labcom, Universidade da Beira Interior, Maio 2010, pp 63-84. http://www.ec.ubi.pt/ec/07/vol2/detoni.pdf GROBEL, Lawrence.The Art of Interview: lesson from a master of the craft. New York: Three River Press, 2004. KERN, Jonathan. Sound Reporting.The NPR guide to audio journalism and production. Chicago: The University of Chicago Press, 2008. LPES VIGIL, Jos Ignacio.Manual urgente para radialistas apaixonados. So Paulo, Paulinas, 2003. MCLEISH, Robert:Um guia abrangente da produo radiofnica. So Paulo: Summus, 2001. MEDINA, Cremilda.A arte de tecer o presente, narrativa e cotidiano. So Paulo: Summus, 2003. MENEZES, Jos Eugnio de Oliveira.Rdio e cidade, vnculos sonoros. So Paulo: Annablume, 2007. ORTIZ, Miguel ngel; MARCHAMALO, Jess.Tcnicas de comunicao pelo rdio: a prtica radiofnica.So Paulo: Edies Loyola, 2005. S, Jorge de.A Crnica. So Paulo: tica, 2007. SILVA, Jlia Lcia de Oliveira Albano da.Rdio: oralidade mediatizada, o spot e os elementos da linguagem radiofnica. WHITE, Ted.Broadcast news: writing, reporting, and producing. New York: Elsevier, 2005.

Understanding the impact of A pick of Brazil: cultural,

social, consume

international companies and advertising agencies in Brazil

Developing new ideas What makes a advertising

campaign successful customer loyalty messages

Branding, differentiation, How to create powerful

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Law School
Principles of Environmental Law
This course intends to presents a general theory of environmental law principles for Summer Students. Through this course students will grasp the general theory of International Environmental Law focused on environmental principles as well as international major global issues. This course aims to cultivate students ability to consider and analyze from a critical legal perspective environmental issues. Learning to work with the concept of efficiency in the application of Environmental Law.

PROGRAM

BIBLIOGRAPHY
HARISSON, James. Significant International Environmental Cases: 2009-10. In Journal of Environmental Law 22:3, August 2010, pp. 499-50. ROBINSON, Nicholas A.: International environmental law: common but differentiated responsabilities Revista Direito Ambiental n 24, out.-dez. 2001, pp.9-20. SILVA, Solange Teles da. Direito ambiental internacional. Del Rey: Belo Horizonte, 2010.

Globalization and environmental issues United nations conferences and environmental international
principles (Stockholm, Rio/92, Johannesburg, Rio+20)

Sustainable development and future generations rights Climate change and environmental international principles Biodiversity and environmental international principles Environmental rights and constitution Public policies and environmental issues Environmental justice Effectiveness of environmental international principles Challenges and perspectives of environmental
international law

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Portuguese for Foreigners

The proposal is to offer 40 hours (possibility of extra-class activities) distributed as follows: 20 classes of 2 hours each from July 22 to August 16 (from 1 pm to 3 pm).

PROGRAM

Introductions,

personal information (visit to campus) (eating facilities nearby)

Verbs, numbers Food and drink Routines Means of

Entertainment Weekend activities Sports Visit to Museum of Housing Comparatives

/ adjectives / descriptions

Colors and physical

description

Football (Pacaembu Stadium)

transportation (Higienpolis neighborhood)

Visit to a supermarket

Jobs Past events History of Brazil Folklore Travelling Plans for the future Final evaluation

SUGGESTIONS FOR EXTRA-CLASSES ACTIVITIES (WEEKENDS)

Paulista Avenue Masp Turismetr visit to the city center

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Central Market (Mercado Municipal) Portuguese Language Museum

(Museu da Lngua Portuguesa)

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Technical visits
EMBRAER
Inspired by Santos Dumont, who designed the first Brazilian airplane, Embraer (Empresa Brasileira de Aeronutica) is one of the largest aerospace companies in the world, present in the U.S. (Nashville/ Tennessee, Fort Lauderdale and Melbourne/Florida), France, Portugal, China and Singapore. Founded in 1969, it works in a complex process: design, development, manufacture, sale and after-sales support of commercial and business aviation aircraft, and offers integrated defense and security solutions. Its head offices are located in the city of So Jos dos Campos, 97 km from the city of So Paulo and home of Brazilian cutting-edge research agencies such as technology and space ones.

PORT OF SANTOS
Embraer

Tadeu Nascimento/Prefeitura Municipal de Santos

INTERESTING FACTS

Commercial Aviation is Embraers strong point, The main buyers are in the markets of Europe The Embraer Historic Center, a place with
modern facilities, tells the history of the company and also shows the development of the Brazilian aviation. the first low operational cost aircraft for both civilian or military use able to reach poor infrastructure regions.

accounting for 67% of the revenue per business segment. Next are defense and security (18%), executive aircraft (14%) and others (1%). (25%), Asia Pacific (23%), North America (20%), Brazil (17%) and others (4%).

In the 1960s, the EMB-110 Bandeirante was

The coastal city of Santos, about 68 km from the city of So Paulo, has the largest seaport in Latin America and Brazil, where over 60 million tons of cargo in containers are handled per year. In the past, the site was an obligatory stop for ships that brought the first slaves to the Country, and later, the immigrants (Portuguese, Spanish, Italian and Japanese). The result of this massive coming of people from different coutries would result in a multiracial society as is the Brazilian one. Around 1867, the port and the So Paulo Railway, which linked the Santos region to the plateau, stimulated the trading and the coffee based development of Santos and the State of So Paulo as a whole. Officially opened in 1892, the port of Santos took part in all the cycles of the Brazilian economic growth. It has a significant importance in ensuring the entry of products that feed the country and the export of articles for the trade balance.

INTERESTING FACTS

In the initial two months of 2013,

driven by the corn and sugar exportation, the port had a record activity with 15.5 million tons of cargo. of Brazil: the founder of Santos, Brs Cubas, came to Brazil with the Portuguese expedition of Martin Afonso de Souza in 1532. Cubas was the man who suggested that the port of Santos should be transferred from the bay to the channel, so that the vessels would be better protected and far from the pirates. the immigrants presented themselves at the Inn of Immigrants, which has kept very important historical records of the Brazilian immigration.

The port came along with the colonization

After arriving at the port of Santos,

The docks of Santos are amazing 13 km long.

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Touristic Information
SO PAULO
With a population that exceeds 11 million people from 70 different nationalities, So Paulo is the largest gateway of Brazil, with 65% of the international flights arriving in the country. To have an idea of its popularity, the city receives up to 12 million visitors a year, of which 82.4% from other Brazilian states, and 17.6% are tourists coming mainly from the United States, Argentina, Japan, Germany and Spain. In the recent past (19th and 20th centuries), the State of So Paulo experienced an immense flow of immigrants and became one of the major coffee exporters to the world. As a result, the city became richer and more modern, and over time a reference in industry, business, technology and the arts in general. According to the latest survey, it has the highest GNP (Gross National Product) of the country. So Paulo is famous as the capital of gastronomy, with more than 12,500 places that suit different tastes and budgets. From traditional cuisine to international cuisine, tourists can always find something new to try. There are 15,000 pubs, 6,000 pizza and 600 Japanese-food restaurants. Examples of this variety are the district of Liberdade, with shops and restaurants that serve original Japanese recipe food, and Vila Madalena, known for hipster places serving bar food. Art is another visible side of the exuberant So Paulo. The list is long with 110 museums, 260 theaters, 80 libraries, and 40 cultural centers. Outdoor fairs and parties complete the list. Together with its cosmopolitan side, So Paulo is provided with green areas and parks, and the Ibirapuera Park is a reference not only for offering sports fields and running and bike tracks, but also for having at the same place a planetarium and more than one museum for visitation.

Fotos: Jos Cordeiro/SPTuris

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Touristic Information
WHAT TO DO CLOSE TO MACKENZIE
PAULISTA AVENUE The region concentrates malls (Moema and Paulista), cinemas, electronic stores and cultural centers in the area (MIS MuBE, Casa das Rosas, MASP and Centro Cultural FIESP). Augusta street is a hot spot for alternative bars, of late working hours, visited by young people. The street is divided in Upper and Lower Augusta. DOWNTOWN SO PAULO At the old part of the city highlights go to, the breakfast of the Ptio do Colgio; art expositions at Caixa Cultural, Centro Cultural Banco do Brasil, Museu da Lngua Portuguesa and Pinacoteca, also the restaurant and the architecture of our Teatro Municipal and classical music concerts at Sala So Paulo. CRAFT FAIRS At Praa Benedito Calixto, antiques and modern shops share the same location with cafes and restaurants. At Praa da Repblica there are all types of handicraft objects for sale. At Praa Liberdade stalls selling decorative products and typical food are spread everywhere. At MASPs gap one can visit the antiques fair on weekends. FOOD Vila Madalena is an alternative neighborhood with great options of bars and restaurants and Liberdade neighborhood is where we can find most of Japanese shops and restaurants. So Paulo has about 1 million Japanese descendants.

Caio Pimenta/SPTuris Caio Silveira/SPTuris

Priscilla Vilario/SPTuris

PACAEMBU The Museu do Futebol is located at Pacaembu Stadium, which also can be seen during the visit. Souvenirs available for buy. SPORTS The Ibirapuera Park and the Praa Buenos Aires are options for those who like to exercise. In the first option, there are three museums (Museu Afro Brazil, MAC and MAM). ITAIM BIBI AND VILA OLIMPIA Noble areas of the city, with bars and clubs that are visited mostly by young people from upper middle class.

TURISMETR The TurisMetr presents the historical and tourist city of So Paulo. There are bilingual guides and the outputs are always on weekends. Just show up at the counter TurisMetr at S station (blue line) at least 20 minutes in advance. There are five itineraries available:
Departures on Saturdays 9 am Republic Square 2 pm Tourism in S 2 pm Niemeyer and So Paulo Modernism Departures on Sundays 9 am Paulista Avenue 2 pm Liberdade 2 pm Luz Information at TurisMetr (0xx11) 2958-3714 (Monday to Friday from 8 am to 5 pm) and (0xx11) 7716-5141 (Monday to Friday from 9 am to 6 pm, Saturday and Sunday, from 8 pm to 5 pm).

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Touristic Information
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Touristic Information
SANTOS
The coastal city is mainly known for two reasons. It is identified as the future capital of pre-salt (underground layer with large crude oil reservoirs, used for oil production) and where the headquarters of the Santos Football Club is, where Pel, the Athlete of the Century, and Neymar, the new star of the Brazilian football, came from. Besides being known as a city with a high quality of life, Santos entered the Guinness Book of Records for having the largest beachfront garden. It is 5335 meters long and has 218,800 square meters of green area facing the sea. Highlights of the city also include a continental area that preserves a rich biome, the Atlantic Rain Forest, and a historic center served by a tour tram. Founded in 1532 by the Portuguese Brs Cubas, the city is as old as the discovery of Brazil, which happened 32 years before. The importance of coffee, which strongly shaped the countrys economy in the past, is pictured on Rua 15, overhauled in 2007. The Official Coffee Exchange is there, a building of an eclectic style that features a 40-meter tower with a clock.
Fotos: Tadeu Nascimento/Prefeitura Municipal de Santos

Alexandre Macieira/Riotur Fernando Maia/Riotur

RIO DE JANEIRO
The Brazilian city most famous abroad got its name during a Portuguese exploratory expedition led by Gaspar Lemos in January, 1502. Upon reaching the bay, the explorer thought it was a river mouth and called the place Rio de Janeiro (ie, the January River). Rio has developed its natural vocation as a port and became in the past the intellectual center of the country, hosting the Portuguese Royal Family that settled in Brazil in 1808. It only lost its place as the capital of the Republic to Brasilia in 1960. Although it has become one of the largest urban areas in the world, the expansion of Rio took place around a green spot, the Tijuca Forest. It is the countrys most populous city and has its second GDP only; behind So Paulo. Rio has its image linked to several tourist sites admired all over the world. Examples of its rich diversity are: the Sugar Loaf, where one arrives by way of a charming trolley; Christ the Redeemer, a 38-meter high statue that opens its arms over the Guanabara Bay, the Rodrigo de Freitas Lagoon, a heart-shaped lake, and the Maracan stadium. Like the Carnival, one of the most majestic samba parades in the country, Rio is also the classic holder of a beach culture. On sunny days, the coastal shore becomes crowded with umbrellas, sunbathers, surfers and athletes, and crowded on sunny days (Copacabana, Ipanema and Leblon are the most famous beaches). For its touching natural beauty, the Marvelous City will host the 2016 Olympic Games and the 2014 World Cup, two sporting events that will be part of the history of the city.

Ricardo Zerrenner/Riotur

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General information
TRANSPORT DIPLOMATIC AFFAIRS
Consulate General of the United States in So Paulo R. Henri Dunant, 500, Chcara Santo Antonio Website: http://saopaulo.usconsulate.gov/ Phone: 11-3250-5000 (consular time from 8 am to 5 pm) Phone: 11-5186-7000 (after working hours) E-mail: SaoPauloACS@state.gov Consulate General of the United States in Rio de Janeiro Av. Presidente Wilson, 147, Castelo Website: http://riodejaneiro.usconsulate.gov/ Phone: 21-3823-2000 (consular time from 8 am to 5 pm) Phone: 21-3823-2029 (after working hours) E-mail: acsrio@state.gov The bus fare costs R$ 3.00 and you board the bus through the front door. The subway runs from 4:40 am to 12 am from Sunday through Friday and on Saturdays from 4:40 am to 1am.

SHOPPING CENTERS

HIGIENPOLIS Av. Higienpolis, 646, Higienpolis. http://www.patiohigienopolis.com.br PAULISTA R. Treze de Maio, 1.947, Bela Vista. http://www.shoppingpaulista.com.br

MUSEUS

MUSEU DA LNGUA PORTUGUESA (PORTUGUESE LANGUAGE MUSEUM) Pa. Da Luz, s/n, Centro. Phone: (0xx11) 3326-0775. Closed on Mondays. Tuesday to Sunday, from 10 am to 6 pm Website: http://www.museulinguaportuguesa.org.br CASA DAS ROSAS (HOUSE OF ROSES) Av. Paulista, 37, Bela Vista. Phone: (0xx11) 3285-6986. Tuesday to Saturday from 10 am to 10 pm and on Sundays and public holidays from 10 am to 6 pm Website: http://www.casadasrosas-sp.org.br MASP (MUSEU DE ARTE DE SO PAULO) Av. Paulista, 1.578, Bela Vista. Phone: (0xx11) 3253-6382 . Closed on Monday, Tuesday to Sunday from 10 am to 6 pm (ticket office open until 5:30 pm), Thursday from 10 am to 8 pm Website: http://masp.art.br/masp2010/

DOWNTOWN SO PAULO

PATEO DO COLLEGIO Pa. Pateo do Colgio, 2, S. Phone: (0xx11) 3105-6899. Tuesday to Friday, from 9 am to 4:45 pm, Saturday and Sunday, from 9 am to 4:30 pm Website: http://www.pateocollegio.com.br/newsite/ PINACOTECA DO ESTADO (PINACOTECA OF THE STATE) Pa. da Luz, 2, Bom Retiro. Phone: (0xx11) 3324-1000. Tuesday, Wednesday and Friday to Sunday from 10 am to 5:30 pm (w/ stay up to 6 pm); Thursday from 10 am to 9h30 pm Website: http://www.pinacoteca.org.br TEATRO MUNICIPAL (MUNICIPAL THEATER) Pa. Ramos de Azevedo, s/n, Centro. Phone: (0xx11) 3397-0300. The restaurant is open for breakfast and lunch from Monday to Friday, 9 am to 11 pm and from 12 pm to 3 pm, Saturdays until 3 pm Website: http://www.prefeitura.sp.gov.br/cidade/ secretarias/cultura/theatromunicipal/ SALA SO PAULO (SO PAULOS ROOM) Pa. Jlio Prestes, 16, Campos Elseos. Phone: (0xx11) 3367-9500. Schedules according to event, visit the website Website: http://www.osesp.art.br/portal/ paginadinamica.aspx?pagina=salasaopaulo MUSEU DO FUTEBOL (SOCCER MUSEUM) Pa. Charles Miller, s/ n, Pacaembu, Centro. Phone: (0xx11) 3664-3848. Tuesday to Sunday from 9 am to 5 pm (w / stay up to 18h) Website: http://www.museudofutebol.org.br/

PHONE CALLS

If you are calling to and from So Paulo phones, dial only the phone number. If calling from other municipalities to So Paulo, type 0 + operator code (15 or 21) + area code (for So Paulo: 11) and finally the phone number. The international code of Brazil is 55. To call the United States, dial the international prefix (00) + 21 (Embratel operator) + U.S. code (1) + area code + phone number. EMERGENCY CALLS Ambulance 192 Directory Help 102 Fire Department 193 Police Department 197 Military Police 190

PARQUES

PARQUE IBIRAPUERA Av. Pedro lvares Cabral, s/n, Parque Ibirapuera. Daily, 5 am to midnight. Website: http://www.parqueibirapuera.org PRAA BUENOS AIRES Av. Anglica, s/n (near to #1500), Higienpolis. Daily, from 6 am to 7 pm.

SAFETY

Like any metropolis in the world, So Paulo also has serious social problems. Tourists should be aware about their safety: Do not carry large amounts of money in the wallet or in the back pocket of your pants. Do not show your electronic devices (cell phone, for example) and take them with you if you have to leave a place for a few minutes. At the hotel, place your valuables in the vault (in the room or at the front desk). Never react in an assault. For loss of passport, theft or holdup, seek the Deatur (Specialized Tourist Police ) R. Consolao, 247, Downtown. Phone 11-3257-4475

FAIRS

STUDENT ID
Show your university student card to earn discounts in theaters and museums, among other places.

BENEDITO CALIXTO Pa. Benedito Calixto, 112, Pinheiros. Every Saturday, 2:30 pm to 6:30 pm Website: http://www.pracabeneditocalixto.com.br LIBERDADE Pa. da Liberdade, s/n, Liberdade. Saturday and Sunday from 9 am to 6 pm. REPBLICA Pa. da Repblica, s/n, Repblica. Saturdays and Sundays, from 8 am to 6 pm. Website: http://www.cidadedesaopaulo.com/sp/ br/o-que-visitar/220-praca-da-republica MASPS GAP Av. Paulista, 1.578, Bela Vista. Sunday from 10 am to 5 pm.

TIPS
Do not pay tips for taxi rides. Most bars and restaurants already include a 10% service charge. So there is no obligation to extra tips. In bars do not give money to the bartender as in the US, not even a low amount.

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