Susana Vasconcelos Marques (8C1B-D4FF-69B4)

Curriculum Vitae

Susana Vasconcelos Marques

Susana is member of the Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, and coordinating professor at the Higher Institute of Accounting and Administration, ISCA-University of Aveiro, where she has been teaching Services Marketing, Sustainability & Social Responsibility and Marketing for Tourism. She was awarded two scholarships (master and doctoral) by the Fundação para a Ciência e Tecnologia (FCT) and she received her PhD in Marketing from the University of Stirling, Scotland, in 2008. Her research work is focused on the potentialities of social marketing for multilevel complex programs, social change frameworks and the intersection of marketing, tourism and sustainability. Further research interests include marketing education, marketing curricula design and consumption dynamics during recessions. Susana has served as coordinator of first and second cycles in Marketing studies at ISCA-University of Aveiro, including self-evaluation process for accreditation. She is actively engaged in the supervision of doctoral and master students and in academic juris for awarding the academic degree of doctor and master. She is also regularly involved in reviewing for journals and international conferences.

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Identification

Personal identification

Full name: Susana Vasconcelos Marques

Citation names

Marques, Susana

Author identifiers

Ciência ID: 8C1B-D4FF-69B4
ORCID iD: 0000-0003-4354-0659
Researcher Id: AAD-3588-2022
Scopus Author Id: 57216073611

Email addresses

susana.vasconcelos@ua.pt (Professional)

Addresses

Instituto de Contabilidade e Administração da Universidade de Aveiro. Rua Associação Humanitária dos Bombeiros de Aveiro, 3811-902, Aveiro, Aveiro, Portugal (Professional)

Knowledge fields

Social Sciences - Economics and Business

Languages

Language	Speaking	Reading	Writing	Listening	Peer-review
Portuguese (Mother tongue)
English	Advanced (C1)	Advanced (C1)	Advanced (C1)	Advanced (C1)	Advanced (C1)
French	Intermediate (B1)	Intermediate (B1)	Intermediate (B1)	Intermediate (B1)	Intermediate (B1)
Spanish; Castilian	Elementary (A2)	Elementary (A2)	Elementary (A2)	Elementary (A2)	Elementary (A2)

Education

	Degree	Classification
2003/10/30 - 2008/07/29 Concluded	PhD Marketing (Doctor of Philosophy) Universidade de Stirling (Scotland -UK), United Kingdom "“Creating Value through Relationships: a Critical Contribution from Social Marketing”" (THESIS/DISSERTATION)
2002/10/30 - 2003/09/30 Concluded	Postgraduate Diploma in Research Methodology in Business and Management (Postgraduate Certificate) Universidade de Strathclyde (Escócia-UK), United Kingdom
1996/09 - 1999/09 Concluded	Master in Management - specialization in Marketing (Mestrado) Universidade do Minho - Escola de Economia e Gestão, Portugal	Muito Bom
1987/09 - 1991/07 Concluded	International Relations - Cultural and Political (Licenciatura) Universidade do Minho, Portugal	15 valores

Affiliation

Teaching in Higher Education

	Category Host institution	Employer
2023/11 - Current	Teacher Coordinator (Polytechnic Teacher)	Universidade de Aveiro, Portugal

2016/08 - 2023/10	Adjunct Teacher (Polytechnic Teacher)	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2014/09 - 2016	Invited Adjunct Teacher (Polytechnic Teacher)	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2009/09 - 2014/07	Teacher Coordinator (Polytechnic Teacher)	ISAG - Instituto Superior de Administração e Gestão, Portugal

2008/09 - 2009/07	Invited Adjunct Teacher (Polytechnic Teacher)	Instituto Politécnico de Viana do Castelo, Portugal
	Instituto Politécnico de Viana do Castelo Escola Superior de Ciências Empresariais, Portugal
1997/09 - 2002/07	Invited Assistant (University Teacher)	Universidade do Minho, Portugal

Positions / Appointments

	Category Host institution	Employer
2022 - Current	Member of CAe - Doctoral Programme in Tourism	Universidade de Aveiro, Portugal
	Universidade de Aveiro, Portugal
2018 - Current	Member of the School Council	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2024 - 2025	PEP - Self -assessment of 2nd cycle degree in Marketing and Digital Communication(Agency for Evaluation and Accreditation of Higher Education)	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
	Universidade de Aveiro, Portugal
2021/07 - 2025	Director of the Master in Digital Marketing and Communication	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2021 - 2025	Member of the Council for the Quality and Evaluation of the Teaching System	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal

2017 - 2018	PEP - Self -assessment of 1st cycle degree in Marketing (Agency for Evaluation and Accreditation of Higher Education)	Universidade de Aveiro, Portugal
	Universidade de Aveiro, Portugal
2014 - 2018	Director of the 1st cycle degree in Marketing	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2014 - 2018	Member of the Council for the Quality and Evaluation of the Teaching System	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2010 - 2014	Member of the Technical and Scientific Council	ISAG - Instituto Superior de Administração e Gestão, Portugal
	ISAG - Instituto Superior de Administração e Gestão, Portugal

Projects

Contract

	Designation	Funders
2017 - 2019	Refining Higher Education Apprenticeships with Enterprises in Europe ¿ ApprEnt¿ (Erasmus+, 585163-EPP-1-2017-1-BE-EPPKA3-VET-APPREN) 585163-EPP-1-2017-1-BE-EPPKA3-VET-APPREN Researcher Universidade de Aveiro, Portugal	Erasmus Plus Concluded
2005 - 2008	Evaluation of the Blueprint Drug Prevention Programme - Researcher University of Strathclyde, United Kingdom	Home Office Concluded
1995 - 1996	Projeto Pronorte - O Comércio de Braga face à Proximidade Geográfica das cidades de Porto e Vigo - Researcher Universidade do Minho, Portugal	Concluded

Other

	Designation	Funders
2022 - Current	Unidade de Investigação em Governança, Competitividade e Políticas Públicas NA Researcher Universidade de Aveiro Unidade de Investigação em Governança Competitividade e Políticas Públicas, Portugal	Fundação para a Ciência e a Tecnologia

Outputs

Publications

Book	Estima, Ana; Carvalho, Ana Carolina; Bairrada, Cristela; Marques, Susana. 20 Marcas, 20 Histórias. Estudos de caso em marketing. Portugal: EDITORA D´IDEIAS. 2024. Published Pinheiro, M.; Estima, A. ; Marques, Susana. Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession. IGI GLOBAL. 2019. Editor
Book chapter	Marques, Susana; Estima, Ana. "Corporate Digital Responsibility in Digital Marketing and Business Education". In Proceedings of 20th Iberian Conference on Information Systems and Technologies (CISTI 2025), 346-352. Springer Nature Switzerland, 2026. Miguel Cachulo Pereira; Susana Marques. "The Role and Relevance of Customer Data Platforms in Marketing–A Systematic Literature Review". In Studies in Systems, Decision and Control. Springer Science and Business Media Deutschland GmbH, 2025. Published • 10.1007/978-3-031-87372-0_46 Marques, Susana; Estima, Ana. "A Project Management, Communication, and Language Contribution to Enhancing Higher Education Internships". In Procedia Computer Science, 241-248. Elsevier B.V., 2024. Published • DOI: 10.1016/j.procs.2024.06.168 Ricardo Grilo; Vera Teixeira Vale; Susana Marques. "LGBT Brand Activism: A Research Agenda on How to Be Committed to the LGBT Conversation". In Springer Proceedings in Business and Economics, 19-34. Springer Nature, 2023. Published • 10.1007/978-3-031-29020-6_2 Marques, Susana; Estima, Ana; Santos, Edson; Laranjeira, Célia; Mesquita, Adriana; Couceiro, Carla. "Acting on the climate change crisis through the art and culture: a social innovation journey at the city of Águeda". In Social Marketing: Principles and Practice for delivering global change, edited by Hastings, Gerard; Domegan, Christine, 195-203. Londres, United Kingdom: Routledge, 2023. Published Magalhães M.J; Marques, Susana. "Marketing/Demarketing Strategies for Sustainability of Hotel Operations.". In COVID-19 and the Tourism Industry, Sustainability, Resilience and New Directions. Routledge, 2022. Published Sarmento, M; Marques, Susana; Galan-Ladero, M. Mercedes. "Private label and national brands: A dive into consumers’ minds and wallets". In Consumer-First Marketing: Cuidar al Cliente como Leitmotiv Empresarial. Cátedra Fundación Ramón Areces de Distribución Comercial, Universidad de Oviedo, 2022. Sarmento, Maria; Marques, Susana; Galan-Ladeiro, Mercedes. "Consumer Behavior during Recessions: A Qualitative Approach: An Abstract". In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 407-408. Springer International Publishing, 2020. 10.1007/978-3-030-42545-6_136 Sarmento, Maria; Galan-Ladero, Mercedes; Marques, Susana. "Consumer Attitudes During Periods of Economic Downturn: Embodying Responsible Behaviors". In Advances in National Brand and Private Label Marketing, 17-22. Springer International Publishing, 2018. 10.1007/978-3-319-92084-9_3 Balonas, S.; Marques, S.. "Food waste in higher education institutions: ‘Smaller eyes than belly movement’". In Social Marketing – A Rebel with a Cause, edited by Hastings, G.; Domegan, C., 453-461. Routledge, 2017. Published • https://www.scopus.com/pages/publications/85050197554?origin=resultslist Marques, Susana. "Relationship Marketing involves parents in drug prevention, but how easy is it?". In Social Marketing – From Tunes to Symphonies, edited by Hastings, G.; Domegan, C.. Routledge, 2014. Published • 10.4324/9780203380925 Balonas, S; Marques, Susana. "Saving lifes: involving citizens in the chain of survival - the critical role of placement.". In Social Marketing – From Tunes to Symphonies, edited by Hastings, G.; Domegan, C., 421-428. Routledge, 2014. Published Marques, S.. "New thinking for social marketing". In Psychology of Thinking, 139-154. Nova Science Publishers, 2011. Published Marques, Susana; Domegan, Christine. "Relationship Marketing and Social Marketing". In The SAGE Handbook of Social Marketing, edited by Hastings, G.; Angus, K.; Bryant, C., 44-60. SAGE Publications Ltd, 2011. Published • 10.4135/9781446201008.n4
Conference abstract	Balonas. S.; Marques, Susana. "The elephant in the room - the role of advertising in social marketing". Paper presented in European Social Marketing Conference, 2022. Galan-Ladero, M. Mercedes; Sarmento, Maria; Marques, Susana. "Es el comportamiento del consumidor más o menos responsable en una situación de crisis económica? Un estudio longitudinal del caso de Portugal. Paper presented in XIX International Congress on Public and Nonprofit Marketing". 2020. Galan-Ladeiro, Mercedes; Sarmento, Maria; Marques, Susana. "Marcas de fabricante versus marcas de distribuidor: hacia una mejor comprensión dela actitud del consumidor. Paper presented in AEMARK- XXXI Congreso Internacional de Marketing". 2019. Sarmento, Maria; Marques, Susana; Galan - Ladero, Mercedes. "Consumer behavior during recessions: a qualitative approach. Paper presented in Academy of Marketing Science World Marketing Congress". 2019. Sarmento, Maria; Galan - Ladero, Mercedes; Marques, Susana. "Consumer attitudes towards private labels and national brand promotions: effects of price and personality-related variables. Paper presented in EMAC 2019 Annual Conference". hamburg, 2019. Nunes, C; Marques, Susana. "Corporate Social Responsibility and Green Marketing Strategy towards Organizational Sustainable Development". Paper presented in International Conference on Sustainability, Ethics and Sustainable Business, 2019. Marques, S.,; Sarmento, M.; Estima, A.. "The implications of sustainability for marketing departments and marketing professionals: a theoretical perspective". Paper presented in International Conference on Sustainability, Ethics and Sustainable Business, 2019. Marques, Susana; Sarmento, Maria; Estima, Ana. "The implications of sustainability for marketing departments and marketing professional: a theoretical perspective. Paper presented in 8 th International Conference on Social Responsibility, Ethics, & Sustainable Business". Braga, 2019. Sarmento, Maria; Marques, Susana; Galan - Ladero, Mercedes. "Consumer attitudes during periods of economic downturn: embodying responsible behaviours. Paper presented in Research on National Brand and Private Label Marketing International Conference". Barcelona, 2018. Sarmento, Maria; Marques, Susana; Galan - Ladero, Mercedes. "Consumer attitudes during recessions: an opportunity for retailers. Paper presented in EMAC 2018". 2018. Mahamad, D. ; Marques, Susana. "Updating the Internal Marketing Framework: A case study of the Hilti Corporation". Paper presented in Eurasia Business and Economics Society (EBES) Conference, 2015. Marques, Susana; Sarmento, Maria. "Receptivity to advertising in social networks: an empirical replication with Portuguese users. Paper presented in ICMC 2013 – International Conference of Marketing & Consumer Behaviour". 2013. Marques, Susana. "New priorities and new competencies for social marketers". Paper presented in European Social Marketing Conference, 2012.
Conference paper	Simões, S; Pais, A.; Cunha, V.; Marques, Susana. "AUTENTICIDADE, PAISAGENS ALIMENTARES E MARCA DOS DESTINOS: UMA REFLEXÃO NO CONTEXTO DO TURISMO GASTRONÓMICO". Paper presented in Conference on Diversity and Sustainability - Opportunities and Threats DSOTT23, 2023. Susana Marques; Ana Estima. "MARKETING FOR HIGHER EDUCATION INSTITUTIONS: UNLEASHING THE POWER OF PART-TIME MARKETERS". 2022. 10.21125/edulearn.2022.1055 Susana Marques; Ana Estima. "STUDENTS OVER23 IN MARKETING EDUCATION: AN EMPATHY MAPPING APPROACH". 2022. 10.21125/inted.2022.1644 Soares, B.; Rodrigues, V.; Catarino, M.; Caramalho, M.; Marques, S.. "As potencialidades do pensamento visual no ensino de marketing de serviços: um estudo de caso sobre a experiência de aprendizagem dos estudantes". Paper presented in International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour, 2022. Correia, V.; Marques, Susana. "O papel da comunicação no ponto de venda e dos eventos para a retail brand experience - o caso da FNAC". Paper presented in International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour, 2022. Ana Estima; Susana Marques; Joaquim Marques. "THEATER-BASED LEARNING IN SALES EDUCATION: A LAB OF EMOTIONS AND SELF-DISCOVERY". 2021. 10.21125/iceri.2021.0517 Ana Estima; Susana Marques. "EXAMINING THE EVOLUTION OF MARKETING CURRICULA IN PORTUGAL – A LONGITUDINAL STUDY". 2021. 10.21125/iceri.2021.0516 Susana Marques; Ana Estima. "MARKETING INTERNSHIPS IN TIMES OF PANDEMICS - THE EMPLOYERS PERSPECTIVE". 2021. 10.21125/edulearn.2021.0519 Ana Estima; Susana Marques. "REDESIGNING MARKETING CURRICULUM: THE ART OF MAKING CHOICES". 2021. 10.21125/inted.2021.0870 Lira, D.; Ferreira, S.; Marques, Susana. "Marketing de Recrutamento, Felicidade e Propósito na Indústria High-Tech: o caso da Critical TechWorks". Paper presented in International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour, 2021. Published Souza, V.; Marques, S.; Veríssimo, M.; Costa, C.. "Gamification as a research strategy to promote sustainable urban tourism". 2020. Published • 10.34190/ERM.20.132 Rocha, M.; Marques, Susana. "Internacionalização de PME: o papel da diversidade, da distância e da inteligência cultural.". Paper presented in International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour, 2020. Mendes,A.; Marques, Susana. "Peculiaridades do Health Care Marketing: uma abordagem teórica focada no Marketing Interno e na Gestão das Pessoas". Paper presented in International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour, 2020. Figueiredo, I.; Marques, Susana. "Auditar para fidelizar-diagnóstico à estratégia de gestão de relacionamento com clientes na aglux®". Paper presented in International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour, 2020. Magalhães, M.J.; De Magalhães, S.T.; Rodrigues, C.; Marques, S.. "Acceptance criteria in a Promotional Tourism Demarketing Plan". Paper presented in ProjMAN - International Conference on Project MANagement, 2017. 10.1016/j.procs.2017.11.121 Heath T; Heath, M.; Marques, Susana. "Living is easy with eyes closed: Thoughts on Critical Marketing and Education". Paper presented in Academy of Marketing Conference, 2011. Marques, Susana; Hastings, G.. "Relationship marketing in social marketing: a value creation process". Paper presented in Academy of Marketing Conference, 2006. Farhangmehr, M.; Marques, Susana. "Consumers and Retailers Perceptions: a comparative analysis". Paper presented in European Marketing Academy Conference (EMAC), 2000. Farhangmehr, M.; Marques, Susana. "Hypermarkets and Traditional Retail: Consumers Perceptions and Behaviour,". Paper presented in International Conference on Recent Advances in Retailing and Services Science, 2000.
Journal article	Souza, Viviane; Marques, Susana. "Urban tourists' receptivity to ecogamification: A technology, environment, and entertainment-based typology". European Journal of Tourism Research 37 (2024): 3707. https://doi.org/10.54055/ejtr.v37i.3300. 10.54055/ejtr.v37i.3300 Simões, Sandra; Pais, Ana Paula; Cunha, Vera Margarida; Marques, Susana. "Authenticity, Food Landscapes, and Destination Branding: A reflection in the context of gastronomic tourism". Journal of Tourism and Development 46 (2024): 61-83. https://www.scopus.com/pages/publications/85216115672?origin=resultslist. Open access • Published • 10.34624/rtd.v46i0.34513 Souza, Viviane Silva; Marques, Susana Regina Bacelar de Vasconcelos. "Factors influencing urban tourists’ receptivity to ecogamified applications: a study on transports and mobility". International Journal of Tourism Cities 8 4 (2022): 820-843. http://dx.doi.org/10.1108/ijtc-08-2021-0165. 10.1108/ijtc-08-2021-0165 Souza, V.S.; Marques, S.. "Potential of urban tourist receptivity to ecogamification: Framework and research propositions,Potencial de recetividade do turista urbano à ecogamificação: Framework e proposições de investigação". Journal of Tourism and Development 36 2 (2021): 553-574. http://www.scopus.com/inward/record.url?eid=2-s2.0-85120345028&partnerID=MN8TOARS. 10.34624/rtd.v36i2.9207 Estima, A. ; Marques, Susana. "A Reflection on Marketing Innovation: Theory, Practice, Education and All of Us". Revista Portuguesa de Marketing 19 38 (2021): 8-17. Published Souza, V.S.; Marques, S.R.B.V.; Veríssimo, M.. "How can gamification contribute to achieve SDGs? : Exploring the opportunities and challenges of ecogamification for tourism". Journal of Hospitality and Tourism Technology 11 2 (2020): 255-276. http://www.scopus.com/inward/record.url?eid=2-s2.0-85082200489&partnerID=MN8TOARS. 10.1108/JHTT-05-2019-0081 Sarmento, M.; Marques, S.; Galan - Ladero, M.. "Consumption dynamics during recession and recovery: A learning journey". Journal of Retailing and Consumer Services 50 (2019): 226-234. http://www.scopus.com/inward/record.url?eid=2-s2.0-85066142660&partnerID=MN8TOARS. 10.1016/j.jretconser.2019.04.021 Souza, Viviane; Marques, Susana. "Gamificação e Marketing para um turismo sustentável: uma revisão exploratória". Revista Turismo & Desenvolvimento [Journal of Tourism and Development 1 27/28 (2017): 773-788. Published Santos, A.; Sousa, A.; Marques, Susana. "Perfil e segmentação do visitante de festivais de vinho: O evento EV-Essência do Vinho - Porto". Journal of Tourism and Development 21/22 (2014): 95-109. Published Marques, Susana; -. "Creating value through relationships: A critical contribution from social marketing (PhD Thesis Review)". International Review on Public and Nonprofit Marketing 6 1 (2009): 95-96. https://www.scopus.com/pages/publications/67349274967?origin=resultslist. Published Farhangmehr, M.; Marques, S.; Silva, J.. "Hypermarkets versus traditional retail stores — consumers’ and retailers’ perspectives in Braga: a case study". Journal of Retailing and Consumer Services 8 4 (2001): 189-198. http://www.scopus.com/inward/record.url?eid=2-s2.0-14844358408&partnerID=MN8TOARS. 10.1016/S0969-6989(00)00020-5 Farhangmehr, M.; Marques, S.; Silva, J.. "Consumer and retailer perceptions of hypermarkets and traditional retail stores in Portugal". Journal of Retailing and Consumer Services 7 4 (2000): 197-206. http://www.scopus.com/inward/record.url?eid=2-s2.0-0033847896&partnerID=MN8TOARS. 10.1016/S0969-6989(00)00019-9
Journal issue	Galan-Ladero, Mercedes; Sarmento, M.L.; Marques, Susana; M. Mercedes Galan-Ladero; Maria Sarmento; Susana Marques. "Social Marketing to achieve the Sustainable Development Goals (SDGs) in 2030 Agenda by the United Nations". International Review on Public and Nonprofit Marketing (2023): https://www.scopus.com/record/display.uri?eid=2-s2.0-85165971847&origin=resultslist. 10.1007/s12208-023-00381-7 • Coeditor

Activities

Oral presentation

	Presentation title	Event name Host (Event location)
2014/01	Identidade corporativa e comunicação integrada/Corporate Identity and Integrated communications	Seminar Instituto Superior de Tecnologias Avançadas (ISTEC)
2013/06	Marketing Social: problemas e soluções/Social Marketing: problems and solutions	Seminar Instituto de Estudos Superiores Financeiros e Fiscais (IESF)
2012/06	Implicações do paradigma relacional no ensino do marketing/Implications of relationship paradigm in marketing education	Seminar Universidade Católica Portuguesa – Centro Regional do Porto,
2011/09	Marketing social: especificidades e potencialidades/Social Marketing: specificities and potentialities	Workshop Empresa B+ Comunicação
2011/05	Empreendedorismo e Criatividade/Entrepreneurship and creativity	Seminar Escola Profissional de Gaia
2011/04	Marketing: How to achieve a broader perspective?	Seminar (doctoral programme in Marketing and Strategy) Universidade do Minho
2010/07	Social Marketing: relevance, scope and evolution	Seminar (Master in Social Economy) Universidade do Minho
2010	Empreendedorismo e o processo de geração de ideias/Entrepreneurship and the ideation process	Gabinete de Apoio ao Empreendedor/Cidade das Profissões

Supervision

	Thesis Title Role	Degree Subject (Type) Institution / Organization
2023 - Current	The role of Martech and marketing agility on omni-channel marketing Supervisor	Doctorate in Business and Economics (PhD) Universidade de Aveiro Departamento de Economia Gestão e Engenharia Industrial, Portugal
2022 - Current	Tourism work and employment: a service ecosystem approach Supervisor	Doctoral Program in Tourism (PhD) Universidade de Aveiro Departamento de Economia Gestão Engenharia Industrial e Turismo, Portugal
2024 - 2025	Marketing Experiencial e turismo – uma aplicação aos summer camps e cursos de línguas Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2024 - 2025	Conveniência e a sua relevância na satisfação dos consumidores em serviços multicanais Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2024 - 2025	Comunicação B2B e integração de UGC: comunicação e presença digital no contexto da OUTGLOCAL Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2024 - 2025	Processo de compras online no contexto B2B: estudo desenvolvido na Mistolin Solutions Supervisor	Master in Digital Marketing and Communication (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2023 - 2024	Marketing Digital nos serviços on-demand: o caso da SPARKL Supervisor	Master in Digital Marketind and Communication (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2023 - 2024	Marketing e comunicação digital no setor público: o caso da Câmara Municipal da Póvoa de Varzim Supervisor	Master in Digital Marketing and Communication (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2023 - 2024	Diversidade, equidade e inclusão: um estudo empírico focado na comunicação corporativa Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2022 - 2023	Otimização do ecossistema digital Amorim Cork Flooring Supervisor	Master in Digital Marketing and Communication (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2022 - 2023	Avaliação da satisfação na consultoria B2B de serviços: Desenvolvimento de uma metodologia prática para a VLM Consultores Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2022 - 2023	O comportamento verde dos colaboradores no local de trabalho: um estudo na Extrusal Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2020 - 2023	From brand allyship to brand activism Co-supervisor	Doctoral Program in Marketing and Strategy (PhD) Universidade de Aveiro, Portugal
2016 - 2023	Ecogamificação para a promoção de comportamentos sustentáveis dos turistas Supervisor	Doctoral Program in Tourism (PhD) Universidade de Aveiro Departamento de Economia Gestão e Engenharia Industrial, Portugal
2021 - 2022	Estratégias comerciais e de Marketing para o negócio do coworking – aprendizagens e contribuições para a Feel Porto Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2020 - 2021	Motivações e Barreiras Para o Consumo Colaborativo de Roupa. Um Estudo Qualitativo Com Consumidores Portugueses Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2020 - 2021	O papel da comunicação no ponto de venda e dos eventos para a Retail brand experience - o caso da FNAC do Gaia Shopping Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2016 - 2021	Gestão de tensões entre turismo e indústria em distritos industriais: contribuições do Marketing/Demarketing Co-supervisor	Doctoral Program in Tourism (PhD) Universidade de Aveiro Departamento de Economia Gestão Engenharia Industrial e Turismo, Portugal
2018 - 2019	Atitudes dos Millennials Portugueses face à Responsabilidade Social Empresarial Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2018 - 2019	Auditar para Fidelizar: Diagnóstico à Estratégia de Gestão do Relacionamento com os Clientes na Aglux Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2018 - 2019	O Desafio da Comunicação de Responsabilidade Social Corporativa: o caso da Coca-Cola Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2017 - 2018	Comunicação Digital em contexto de PME e B2b Marketing: um estudo de caso Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2016 - 2018	Estudo das Associações da Marca na Perspetiva do Consumidor: Aplicação da Metodologia Brand Concept Map à Marca Yämmi Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2014 - 2016	Marketing Sensorial Aplicado à Banca – Uma Ferramenta de Fidelização, Mestrado em Marketing da Universidade de Aveiro Supervisor	Master in Marketing (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2014 - 2015	Updating the Internal Marketing Framework - a Case Study of the Hilti Corporation Supervisor	Master in Marketing and Sales Management (Master) ISAG - Instituto Superior de Administração e Gestão, Portugal
2014 - 2015	Determinação do Posicionamento B2B - Decflex Sodeca Group Supervisor	Master in Marketing (Master) Universidade Católica Portuguesa Católica Porto Business School, Portugal
2014 - 2015	O papel das convenções na resolução de sinistros e a sua influência nas reclamações: o caso da Fidelidade Companhia de Seguros, SA Supervisor	Master in Banking and Insurances (Master) Universidade Católica Portuguesa Católica Porto Business School, Portugal
2013 - 2014	A função Marketing em contexto de PME – uma experiência no setor têxtil e de vestuário Supervisor	Master in Marketing and Sales Management (Master) ISAG - Instituto Superior de Administração e Gestão, Portugal
2012 - 2013	Recetividade à publicidade nas redes sociais: estudo empírico com utilizadores portugueses Supervisor	Master in Marketing and Sales Management (Master) ISAG - Instituto Superior de Administração e Gestão, Portugal
2012 - 2013	O Marketing como ferramenta de fidelização de clientes e de internacionalização na empresa CIMACA, Supervisor	Marketing and Sales Management (Master) ISAG - Instituto Superior de Administração e Gestão, Portugal
2009 - 2013	Publicidade, Sociedade, Cidadania: mapeamento da publicidade a favor de causas sociais em Portugal Co-supervisor	Doctoral Program in Communication Sciences (PhD) Universidade do Minho, Portugal
2011 - 2012	A orientação para o mercado das Start Up Portuguesas Supervisor	Master in Marketing (Master) Universidade do Minho Departamento de Gestão, Portugal
2011 - 2012	Do Marketing à Publicidade: Experiência numa Agência de Comunicação Supervisor	Marketing and Sales Management (Master) ISAG - Instituto Superior de Administração e Gestão, Portugal

Event organisation

	Event name Type of event (Role)	Institution / Organization
2016 - 2017	Organization of MARKETING AND TOURISM - Thematic session at the INVTUR 2017 Conference (2017 - 2017)	Universidade de Aveiro Departamento de Economia Gestão e Engenharia Industrial, Portugal
2016 - 2016	Conference Integrated into the APPM National Marketing Week-SHARING ECONOMY ROADSHOW (2016 - 2016) Conference (Co-organisor)	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2012 - 2012	Professional tools for a global world (2012 - 2012) Workshop (Member of the Organising Committee)	ISAG - Instituto Superior de Administração e Gestão, Portugal
2011 - 2011	Workshop Agarrar o Mercado de Trabalho , in partnership with Gabinete de Apoio ao Empreendedor/Cidade das Profissões (2011 - 2011) Workshop (Member of the Organising Committee)	ISAG - Instituto Superior de Administração e Gestão, Portugal
2010 - 2010	Member of the organizing committee of Conference Entrepreneurship - a solution for handling crisis (2010 - 2010) Conference (Member of the Organising Committee)	ISAG - Instituto Superior de Administração e Gestão, Portugal Instituto Politécnico de Viana do Castelo, Portugal
2002 - 2002	Member of the Organizing Committee of the European Marketing Academy (EMAC) Annual Conference - Marketing in a Changing World: Scope, opportunities and challenges. (2002 - 2002) Conference (Member of the Organising Committee)	Universidade do Minho, Portugal

Jury of academic degree

	Topic Role	Candidate name (Type of degree) Institution / Organization
2025	Choice Architecture in Social Marketing: A Study on Health Behaviour in Egypt (Thesis) Arguer	Mona Mohamed Reda El-Badry (PhD) Universidade do Minho, Portugal
2024/10/17	A Influência de uma Formação em Diversidade, Equidade e Inclusão: Um Estudo de Caso da Logicalis Portugal (Thesis) Arguer	Ana Catarina Seabra Gouveia de Oliveira (Master) ISCTE-Instituto Universitário de Lisboa, Portugal
2023	A importância do pequeno-almoço para a satisfação, intenção de retorno e fidelização dos hóspedes na hotelaria (Thesis) Arguer	Fernanda Leite (PhD) Universidade de Aveiro Departamento de Economia Gestão Engenharia Industrial e Turismo, Portugal
2023	Plano de comunicação integrada de marketing para a empresa VR2P – consultoria estratégica (Thesis) Arguer	Ana Rita Oliveira (Master) Universidade de Aveiro Departamento de Economia Gestão e Engenharia Industrial, Portugal
2023	Proposta de um Plano de Marketing para o Centro Histórico de Mbanza Kongo (Thesis) Arguer	Hélio Nirene Quinheme (Master) Universidade de Aveiro Departamento de Economia Gestão e Engenharia Industrial, Portugal
2023	Análise concorrencial para implementação do novo website do Grupo MCoutinho (Thesis) Arguer	Pedro Monteiro (Master) ISAG - Instituto Superior de Administração e Gestão, Portugal
2020	O impacto do Visual Merchandising no Comportamento de Compra por Impulso (Thesis) Arguer	Liliana Jorge (Master) Instituto Politécnico de Leiria Escola Superior de Tecnologia e Gestão, Portugal
2019	Análise do eWOM do mercado chinês em relação ao município do Porto (Thesis) Arguer	Ana Rita Dias (Master) Universidade de Aveiro Departamento de Economia Gestão e Engenharia Industrial, Portugal
2019	Consumo consciente: comunicação de moda online (Thesis) Arguer	Renata Carneiro (Master) Universidade do Minho, Portugal
2018	The Green Consumer Identity Formation Process: the Context of Organic Food Consumption (Thesis) Arguer	Artur Vieira Saraiva (PhD) Universidade do Minho, Portugal
2016	Adaptação das Marcas Ocidentais na Transmissão da mensagem publicitária na China (Thesis) Arguer	Maria do Céu Guerra (Master) Universidade de Aveiro Departamento de Ciências Sociais Políticas e do Território, Portugal
2016	Capacidade de um Destino para satisfazer as necessidades e exigências dos Millenials: o caso do Centro de Portugal (Thesis) Arguer	Tiago Lopes (Master) Universidade de Aveiro Departamento de Economia Gestão e Engenharia Industrial, Portugal
2015	O Impacto da Qualidade na Satisfação do Utente e nas Dimensões da Confiança Pública nos Serviços de Saúde (Thesis) Arguer	Teresa Josefino Lopes Esquerdo (PhD) Universidade do Minho, Portugal
2015	Uma Análise ao Comportamento de Compras do Turista Internacional no Porto (Thesis) Arguer	Rui José Silva (Master) Universidade de Aveiro Departamento de Economia Gestão e Engenharia Industrial, Portugal
2014	Práticas de cocriação de valor no consumo de uma oferta tangível suportada por recursos intangíveis: a perspetiva do cliente (Thesis) Arguer	Joaquim Silva (PhD) Universidade do Minho, Portugal
2014	Satisfação do cliente interno: o caso da Rede Telefónica EDP (Thesis) Arguer	Carolina Martins (Master) Universidade Católica Portuguesa, Portugal
2014	Pursuit of competitive advantage for Online Travel Agencies: driving from price to value (Thesis) Arguer	Tiago Vilarinho (Master) Universidade Católica Portuguesa Católica Porto Business School, Portugal
2014	A influência do modelo de aceitação da tecnologia na utilização da rede social facebook na perspetiva do perfil pessoal (Thesis) Arguer	Daniela Ferreira (Master) Instituto Politécnico do Porto Instituto Superior de Contabilidade e Administração do Porto, Portugal
2014	President of more than 20 juries President of the jury	Since 2014 until present (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2013	O impacto do marketing relacional na auscultação do mercado na força de vendas - Estudo de caso (Thesis) Arguer	Cristiana Silva Mendes (Master) Instituto Superior da Maia, Portugal
2013	O comportamento do consumidor - processo de decisão de compra em ginásios (Thesis) Arguer	Cristiana Silva Mendes (Master) Instituto Superior da Maia, Portugal
2013	Fatores determinantes da satisfação dos clientes de ginásios desportivos - um estudo de caso (Thesis) Arguer	Joana Isabel Caetano (Master) Instituto Superior da Maia, Portugal
2011	Linhas de comunicação para regiões: o caso do Minho (Thesis) Arguer	Isabel Ferraz (Master) Universidade do Minho, Portugal

Ad Hoc journal article review

	Journal title (ISSN)	Publisher
2025 - 2026	IRPN - International Review on Public and Nonprofit Marketing	Springer
2023 - 2023	Cities	Elsevier
2021 - 2021	Journal of Hospitality and Tourism Technology	Emerald
2021 - 2021	International Journal of Contemporary Hospitality Management	Emerald
2021 - 2021	Journal of Financial Reporting and Accounting	Emerald
2020 - 2020	Journal of Retailing and Consumer Services	Elsevier

Committee member

	Activity description Role	Institution / Organization
2024 - 2024	Collaboration in the team that developed the new specialization course in Strategic Leadership Member	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2021/06 - 2021/11	Coordination of a teaching team for the creation and development of two new specialization courses in Digital Markting (Aveiro Education and Social Alliance) Coordinator	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2017 - 2018	Coordination of the Teaching Team that Developed a profound reformulation of the 1st cycle degree in Marketing Coordinator	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2015/01 - 2015/08	Collaboration in the Team that Developed the New CTeSP in Sales and Marketing Management at ISCA-UA Member	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2008/01 - 2008/07	Creation and development of the new 1st cycle degree in Marketing and Corporate Communication Coordinator	Instituto Politécnico de Viana do Castelo Escola Superior de Ciências Empresariais, Portugal

Conference scientific committee

	Conference name	Conference host
2024 - 2024	INVTUR 2024 - Tourism in unprecedented times: Looking for new directions	University of Aveiro (DEGEIT)
2020 - 2023	International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour	University of Aveiro (ISCA-UA)
2021 - 2021	INVTUR 2021, Tourism and the SDGs	University of Aveiro (DEGEIT)
2018 - 2021	International Conference of Applied Business and Management	Instituto Superior de Administração e Gestão (ISAG)
2017 - 2017	INVTUR 2017, Co-creating the future of tourism	University of Aveiro (DEGEIT)

Course / Discipline taught

	Academic session	Degree Subject (Type)	Institution / Organization
2021 - Current	Seminars in Digital Marketing	Master in Digital Marketing and Communication	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2020 - Current	Sustainability and Social Responsibility	Master in Marketing	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2014 - Current	Services and B2B Marketing	1st cycle degree in Marketing	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2014 - Current	Marketing For Tourism	PhD	Universidade de Aveiro Departamento de Economia Gestão e Engenharia Industrial, Portugal
2014 - Current	Professional Project - Supervision of more than forty internships reports/professional projects	1st cycle degree in Marketing	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2021 - 2022	Marketing Seminars	1st cycle degree in Marketing	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2020 - 2021	Marketing and Promotion for Tourism	(CTeSP) Applied Management to the development of Tourism Products	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2014 - 2020	Strategic Management	1st cycle degree in Marketing	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2014 - 2019	Marketing and Sustainability	Master in Marketing	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2013 - 2015	Services Marketing	Master in Services Management	Universidade Católica Portuguesa Centro Regional do Porto, Portugal
2014 - 2014	Relationship Marketing	International MBA	Universidade Católica Portuguesa Católica Porto Business School, Portugal
2013 - 2013	Entrepreneurial Skills	Post-graduation in Human Resources	ISAG - Instituto Superior de Administração e Gestão, Portugal
2013 - 2013	Diversification of new business opportunities and markets	Post-graduation in management accounting and corporate strategy	Instituto Politécnico do Cávado e do Ave, Portugal
2011 - 2013	Tourism Marketing	1st cycle degree in Tourism	ISAG - Instituto Superior de Administração e Gestão, Portugal
2009 - 2013	Relationship Marketing	Master in Marketing and Sales Management	ISAG - Instituto Superior de Administração e Gestão, Portugal
2009 - 2013	Entrepreneurship	1st cycle degree in Management	ISAG - Instituto Superior de Administração e Gestão, Portugal
2008 - 2009	Organizations Management	1st cycles degrees in Distribution & logistics and Informatics for Management	Instituto Politécnico de Viana do Castelo Escola Superior de Ciências Empresariais, Portugal
2008 - 2009	Strategy and Competitiveness	1st cycle degree in Distribution & Logistics and Informatics for management	Instituto Politécnico de Viana do Castelo Escola Superior de Ciências Empresariais, Portugal
1999 - 2002	Corporate Strategy and Planning	1st degree cycle in Management	Universidade do Minho Departamento de Gestão, Portugal
1997 - 2000	Marketing	1st cycles degrees in International Relations and Sociology of Organizations	Universidade do Minho Departamento de Gestão, Portugal

Journal scientific committee

	Journal title (ISSN)	Publisher
2022 - Current	International Journal of Business Innovation	University of Aveiro (ISCA-UA)
2014 - Current	Journal of Tourism and Development	University of Aveiro (DEGEIT)

Mentoring / Tutoring

	Topic	Student name
2017 - 2017	Mentoring - Ph.D Workshop- Are You Lost in your Ph.D? (University of Aveiro - DEGEIT)	.

Other jury / evaluation

	Activity description	Institution / Organization
2014 - Current	Arguer (Internship Reports/Professional Projects); more than 20 students (1st cycle degree in Marketing)	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2014 - Current	President of the jury more than 40 examinations (Internship Reports and Professional Projects); 1st cycle degree in Marketing	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2025 - 2026	Member of the Juri - international public competition for the recruitment of 2 (two) positions as Adjunct Professor in the subject area of Management, subarea Marketing	Universidade de Aveiro, Portugal
2024/09 - 2024/09	Member of the Jury for the Specialist Title Examinations in Marketing of João Miguel Lopes	Universidade de Aveiro, Portugal
2024 - 2024	Reviewing for DIGICOM 2024 – 8th International Conference on Design and Digital Communication
2022 - 2022	Member of the evaluation panel - Research Summitt 2022 (students´pitch/Doctoral Proramme in Marketing and Strategy)	Universidade de Aveiro, Portugal
2022 - 2022	Reviewing for International Conference on Digital Economy: Emerging technologies and Business Innovation - ICDEc 2022
2019 - 2022	Member of the jury - Over 23 - Assessing the ability to attend Higher Education Courses at the University of Aveiro (1st cycle Degree in Marketing).	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2021 - 2021	Discussant - First year project presentation (thesis project), Doctoral Programme in Marketing and Strategy,	Universidade do Minho, Portugal
2019 - 2019	Member of the Jury for the Specialist Title Examinations in Marketing de Luís Veríssimo	Instituto Politécnico de Lisboa, Portugal
2015 - 2018	President of the jury - Over 23 - Assessing the ability to attend Higher Education Courses at the University of Aveiro (1st cycle Degree in Marketing).	Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2015 - 2015	Member of the Jury for the Specialist Title Examinations in Marketing of Judite Maria Manso e Silva	Universidade de Aveiro, Portugal
2012 - 2012	Member of the Jury for the Specialist Title Examinations in Marketing of José Magano	Instituto Superior Politécnico Gaya, Portugal
2012 - 2012	Member of the Jury for the Specialist Title Examinations in Marketing of Paulo Rui Lopes	Instituto Superior Politécnico Gaya, Portugal
2012 - 2012	Member of the Jury for the Specialist Title Examinations in Marketing of Gilda Veloso	Instituto Superior Politécnico Gaya, Portugal
2012 - 2012	Member of the Jury for the Specialist Title Examinations in Marketing of José Santos	Instituto Superior Politécnico Gaya, Portugal

Distinctions

Other distinction

2002	Research Grant - Doctoral Studies Fundação para a Ciência e a Tecnologia, Portugal
1996	Research Grant - Master (JNICT - PRAXIS XXI) Fundação para a Ciência e a Tecnologia, Portugal