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Anna Carolina Boechat completed her PhD in Strategic Communication with the highest grade at University NOVA of Lisbon, and has worked as an Assistant Professor at prestigious Portuguese institutions such as IADE, University NOVA of Lisbon, Lusíada University of Lisbon, and the Portuguese Catholic University. She is also Marketing & Communication Scientific and Pedagogical Coordinator at IADE, Academic Supervisor, and participates in national and international scientific events as a speaker/conferencist. She develops Business Consulting projects in the areas of Marketing and Strategic Communication and is specialized in the following topics: Marketing, Strategic Marketing, Sports Marketing, Advertising, Communication, Strategic Communication, Project Management, Consumer Psychology, Market Research, Brand Management, and Corporate Social Responsibility. As an Integrated Researcher at UNIDCOM/IADE, Anna Carolina Boechat has been developing projects and publications in the areas of Strategic Communication, Marketing, Brands, Consumer Behavior, Corporate Social Responsibility, Sustainability, and Metaverse. Complementing the academic spectrum, she has over 10 years of exclusive professional experience in Marketing and Communication, having contributed to companies in different markets, assuming various roles over time.
Read full resume ↓
Identification

Personal identification

Full name
Anna Carolina Boechat Chaves Fernandes

Citation names

  • Boechat, Anna Carolina
  • Boechat, Anna

Author identifiers

Ciência ID
851F-C7B6-1392
ORCID iD
0000-0002-9252-6602

Email addresses

  • anna.boechat@universidadeeuropeia.pt (Professional)

Knowledge fields

  • Social Sciences - Media and Communications

Languages

Language Speaking Reading Writing Listening Peer-review
English Advanced (C1) Upper intermediate (B2) Upper intermediate (B2) Upper intermediate (B2) Upper intermediate (B2)
Portuguese (Mother tongue)
Education
Degree Classification
2017
Concluded
 Ciências da Comunicação (Doutoramento)
Major in Especialidade: Comunicação Estratégica
Universidade Nova de Lisboa Faculdade de Ciências Sociais e Humanas, Portugal
"Responsabilidade Social Corporativa e Brand Equity" (THESIS/DISSERTATION)
 Muito Bom
2015
Concluded
 Ciências da Comunicação (Mestrado)
Major in Área de especialização: Comunicação Estratégica
Universidade Nova de Lisboa Faculdade de Ciências Sociais e Humanas, Portugal
"Gestão de imagem e inteligência competitiva em mercados concorrenciais" (THESIS/DISSERTATION)
 16 valores
Affiliation

Teaching in Higher Education

Category
Host institution 		Employer
2023/09/01 - Current Assistant Professor (University Teacher) Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2021/08/01 - Current Invited Assistant Professor (University Teacher) Universidade Católica Portuguesa Faculdade de Ciências Humanas, Portugal
2023/02/01 - 2023/08/31 Invited Assistant Professor (University Teacher) Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
Universidade Europeia, Portugal
2020/02/01 - 2023/08/31 Assistant Professor (University Teacher) Universidade Lusíada de Lisboa, Portugal
2020/02/01 - 2020/08/01 Invited Assistant Professor (University Teacher) Universidade Nova de Lisboa, Portugal
Universidade Nova de Lisboa Faculdade de Ciências Sociais e Humanas, Portugal

Positions / Appointments

Category
Host institution 		Employer
2023/09/01 - Current Scientific & Pedagogical Coordinator for Marketing and Communication areas Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2023/09/01 - Current Bachelor Coordinator (Communication Sciences) Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2021/09/01 - 2023/08/01 Bachelor Coordinator Universidade Lusíada de Lisboa, Portugal
Universidade Lusíada de Lisboa, Portugal
Projects

Other

Designation Funders
2023/10 - Current The application of social capital theory in the study of innovation capacity through coopetition by SMEs in sectoral clusters – PMEINCoope
PMEINCoope
Researcher
Instituto Politécnico de Lisboa, Portugal
Ongoing
2023/03 - Current BIGTECHCon – Movimento consumerista e práticas de anticonsumo em contextos de poder de mercado significativo por parte das grandes empresas de base tecnológica
BIGTECHCon
Researcher
Instituto Politécnico de Lisboa, Portugal
Ongoing
2022/09 - 2023/09 Portuguese Attitudes Toward Energy Consumption
PATEC
Researcher
Universidade Nova de Lisboa Faculdade de Ciências Sociais e Humanas, Portugal
Concluded
Outputs

Publications

Book chapter
  1. Reka Danhauser; Anna Carolina Boechat; Ana Isabel Inácio; Patrícia Tavares. "Eatertainment". In Staging Food and Experiences for Brand Competitiveness in Restaurants. 2025.
    10.4018/979-8-3693-3579-6.ch012
  2. Albérico Travassos Rosário; Anna Carolina Boechat. "Systematic Literature Review". In Bibliometrics on Ethics Practised by Influencers. 2024.
    10.4018/979-8-3693-0912-4.ch015
  3. dos Santos, João Rodrigues; Machado, Andreia de Bem; Sacavém, António; Boechat, Ana Carolina; Sousa, Maria José. "Exploring the Intersection Between Data-Driven Marketing and Economics". In Advances in Marketing, Customer Relationship Management, and E-Services, 73-100. IGI Global, 2024.
    10.4018/979-8-3693-3455-3.ch003
  4. Michael Nobre Martins; Nuno Baptista; Anna Carolina Boechat. "Consumerism and Blockchain Technology". In The Application of Technology to Improve Market Equalization. 2023.
    10.4018/978-1-6684-8958-1.ch015
  5. Martins, M.; Baptista, N.; Boechat, Anna Carolina. "Consumerism and blockchain technology: The application of technology to improve market equalization". In Confronting Security and Privacy Challenges in Digital Marketing. Hershey, United States: IGI, 2023.
    Published
  6. Baptista, N.; Boechat, Anna Carolina. "O Marketing social no contexto da intervenção social". In Planeamento da Intervenção Social ¿ Conceção, Ação e Avaliação, edited by Casquilho-Martins, Inês; J. Fialho. Portugal: Edições Sílabo, 2023.
    In press
  7. Torgal, M.; Boechat, Anna Carolina; Baptista, N.. "When Sustainability Goes Wrong: A Critical Perspective about Consumer Behavior, Greenwashing, and its Impact on Sustainability". In Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs. Hershey, United States: IGI Global, 2023.
    In press
  8. Anna Carolina Boechat; Nuno Baptista; Mariana dos Reis Torgal. "When Sustainability Goes Wrong". In A Critical Perspective About Consumer Behaviour, Greenwashing, and its Impact on Sustainability. 2023.
    10.4018/978-1-6684-8984-0.ch013
  9. Boechat, Anna Carolina; Morais, João; Moura, Andreia; Barreto, Ana Margarida. "The impact of corporate social responsibility on brand loyalty and brand attachment : an analysis of the Portuguese brand Delta cafés". 2022.
    https://doi.org/10.34628/ys2p-ee30
Conference abstract
  1. Baptista, Nuno; Boechat, Anna Carolina; Fernández, Marianys. "Aplicação de Análise de Redes Sociais em Processos de Segmentação de Marketing Focados em Comunidades Online". Paper presented in Workshop em Aplicações da Matemática - WapMath, Leiria, 2024.
    Published
Conference paper
  1. Boechat, Anna Carolina. "Mind Map as a Creative Tool in the Advertising Context: A Teaching Methodology". Paper presented in Conference EDULearn 2023 - 15th annual International Conference on Education and New Learning Technologies, 2023.
  2. Anna Carolina Boechat; Nuno Baptista. "MIND MAP AS A CREATIVE TOOL IN THE ADVERTISING CONTEXT: A TEACHING METHODOLOGY". 2023.
    10.21125/edulearn.2023.0932
Dictionary entry
  1. Negre, Y.; Boechat, Anna Carolina; Ricarte, Élmano. "Metaverso". In Dicionário de Comunicação Organizacional, 2024. https://revistagalo.com.br/selo-bo/dic-com-org/book.pdf.
    Published
Edited book
  1. Rosário, Albérico; Boechat, Anna Carolina. Impact of Digitalization on Communication Dynamics. IGI Global. 2025.
    Published • Editor
  2. Confronting Security and Privacy Challenges in Digital Marketing. {IGI. 2023.
    10.4018/978-1-6684-8958-1
Journal article
  1. Rosário, A.; Boechat, Anna Carolina. Corresponding author: Rosário, A.. "How Sustainable Leadership Can Leverage Sustainable Development". Sustainability 17 8 (2025): 3499. https://doi.org/10.3390/su17083499.
    Open access • Published
  2. Albérico Travassos Rosário; Anna Carolina Boechat. "How Automated Machine Learning Can Improve Business". Applied Sciences (2024): https://doi.org/10.3390/app14198749.
    10.3390/app14198749
  3. Ana Margarida Barreto; Nuno Correia de Brito; Anna Carolina Boechat; Luís Oliveira Martins; Fernando Martins. "Why don’t we consume energy more efficiently? a Lisbon Parish council case study". Frontiers in Energy Efficiency 1 (2023): http://dx.doi.org/10.3389/fenef.2023.1250795.
    10.3389/fenef.2023.1250795
  4. Anna Carolina Boechat. "The impact of corporate social responsibility on brand loyalty and brand attachment : an analysis of the Portuguese brand Delta cafés". Universidade Lusíada (2022): http://hdl.handle.net/11067/6321.
    10.34628/YS2P-EE30
  5. Boechat, Anna Caroliona; Barreto, Ana Margarida. "Uma reflexão conceptual sobre a Responsabilidade Social Corporativa e a sua relação com a Comunicação Estratégica". (2018): http://hdl.handle.net/10362/59122.
    https://doi.org/10.14195/2183-5462_33_2
  6. Boechat,Anna Carolina; Barreto,Ana Margarida. "Uma reflexão conceptual sobre a Responsabilidade Social Corporativa e a sua relação com a Comunicação Estratégica". (2018): http://www.scielo.mec.pt/scielo.php?script=sci_arttext&pid=S2183-54622018000200003.
Preprint
  1. Albérico Travassos Rosário; Anna Carolina Boechat. "How Sustainable Leadership Can Leverage Sustainable Development". 2025. https://doi.org/10.20944/preprints202503.1157.v1.
    10.20944/preprints202503.1157.v1
  2. Albérico Travassos Rosário; Anna Carolina Boechat. "How Automated Machine Learning Can Boost Business". 2024. https://doi.org/10.20944/preprints202409.0426.v1.
    10.20944/preprints202409.0426.v1
  3. Albérico Travassos Rosário; Anna Carolina Boechat. "Smart Cities and Sustainable Urban Development". 2024. https://doi.org/10.20944/preprints202412.1127.v1.
    10.20944/preprints202412.1127.v1
Thesis / Dissertation
  1. Fernandes, Anna Carolina Boechat Chaves. "Responsabilidade Social Corporativa e Brand Equity". PhD, 2020. http://hdl.handle.net/10362/107817.
  2. Fernandes, Anna Carolina Boechat Chaves. "Gestão de Imagem e Inteligência Competitiva em Mercados Concorrenciais". Master, 2015. http://hdl.handle.net/10362/15432.

Other

Other output
  1. Educational Content - Public Relations | Universidade Europeia Online (Communication Sciences Bachelor). Pedagogical Content for the Public Relations Curricular Unit - 14 theoretical works (3.500 words each) + 7 practical assignments. 2024. Boechat, Anna Carolina.
  2. Educational Content - Strategic Communication | Universidade Europeia Online (Communication Sciences Bachelor). Curricular Unit: Strategic Communication Educational Content - Theoretical (3.500 words) and practical content 14 theoretical lessons + 7 practical exercises. 2023. Boechat, Anna Carolina.
  3. Preparation of curricular plans for short courses - Public Marketing, Non-Profit Marketing, and Social Marketing. University Lusíada of Lisbon. 2023. Boechat, Anna Carolina.
  4. Preparation of curricular plans for short courses - Management of Sports Facilities. University Lusíada of Lisbon. 2023. Boechat, Anna Carolina.
  5. Preparation of curricular plans for short courses - Branding and Management of Multimedia and Audiovisual Works. University Lusíada of Lisbon. 2022. Boechat, Anna Carolina.
Activities

Oral presentation

Presentation title Event name
Host (Event location)
2024/11/26 Aplicação de análise de redes sociais em processos de segmentação de marketing focados em comunidades online Baptista, N., Boechat, A. and Fernandéz, M. (2024) Aplicação de análise de redes sociais em processos de segmentação de marketing focados em comunidades online Presented at Workshop em Aplicações da Matemática – WapMath, Instituto Politécnico de Leiria, 26th November 2024 Workshop em Aplicações da Matemática – WapMath
Instituto Politécnico de Leiria (Portugal)
2024/07/24 Jornadas Pedagógicas II Jornadas Pedagógicas II
2024/07/01 Teoria, conhecimentos práticos consolidados e entrega de outputs profissionais – o planeamento como ferramenta de excelência no Challenge-Based Learning de Relações Públicas II Jornadas Pedagógicas
Universidade Europeia (Portugal)
2024/06/13 EMPLOYER BRANDING E SÍNDROME DE DOWN: UMA ANÁLISE EXPLORATÓRIA DAS PRÁTICAS INCLUSIVAS EM PORTUGAL Jornadas da Comunicação Aplicada
Instituto Politécnico de Viseu (Portugal)
2024/05/10 THE USE OF VOICE IN THE CONTEXT OF MARKETING: INSIGHTS AND PERSPECTIVES FROM PORTUGAL International Symposium on Communication, Information, and Society
Iskad Institute
2024/05/10 International Symposium on Communication, Information, and Society A LITERATURE REVIEW OF PERSONALISATION IN MARKETING: CURRENT PERCEPTIONS, CHALLENGES, AND INSIGHTS FOR THE FUTURE
2024/04/08 Speaker (Managing Green Brands: A quick guide for marketers) X International Conference CEU San Pablo
2024/03/11 Special Lecture - Metaverse and Maketing (Hogeschool van Amsterdam | Amsterdam University of Applied Sciences) COIL Lecture
2024/02/17 10th International Paris Congress on Social Sciences and Humanities EXPLORING COOPETITION AS A STRATEGY FOR SMALL AND MEDIUM SIZE COMPANIES (Baptista et al.)
2024/02/17 10th International Paris Congress on Social Sciences and Humanities A SOCIAL CAPITAL APPROACH TO STUDY COOPETITION INVOLVING SMES (Baptista et al.)
2023/12/26 Scientific Conference 9th ANKARA INTERNATIONAL CONGRESS ON SCIENTIFIC RESEARCH INCLUSIVE FUTURES: EMPLOYER BRANDING TO PROMOTE THE EMPLOYABILITY OF WORKERS WITH DOWN SYNDROME
2023/07/15 VIII-INTERNATIONAL EUROPEAN CONFERENCE ON INTERDISCIPLINARY SCIENTIFIC RESEARCH CONSUMER ACTIVISM AND ANTI-CONSUMPTION OF GENERATION Z CONSUMERS IN A CONTEXT OF SIGNIFICANT MARKET POWER BY BIG-TECH COMPANIES
2023/07/10 AN ANALYSIS OF SOCIAL CAPITAL IN ONLINE FORUMS IN WHICH USERS ARE SUBJECT TO TREATMENT UNCERTAINTY
2023/07/05 Mind Map as a Creative Tool in the Advertising Context: A Teaching Methodology Conference EDULearn 2023 - 15th annual International Conference on Education and New Learning Technologies
IATED - International Academy of Technology, Education and Development
2023/05/24 Seminar “Master Thesis Development” Role: Keynote Speaker (“How to prepare an attractive and efficient presentation”) Seminar “Master Thesis Development”
2023/05/10 Big Tech’s Corporate Social Responsibility and Greenwashing Conference ‘BIGTECHCon - “O ativismo pró-consumidor e o anti-consumo em contextos de poder de mercado significativo por parte das grandes empresas tecnológicas”
Instituto Politécnico de Lisboa (Portugal)
2023/04/26 Sustainability under a Green Marketing and a Green Branding perspective • Seminar ‘European Talk Hub – A economia comportamental e os facilitadores da sustentabilidade’
Instituto Politécnico de Viseu (Portugal)
2022/05/17 Metaverse and the future of Marketing Open Class
Universidade Lusíada de Lisboa (Lisboa, Portugal)
2022/05/13 Presentation of the article "The impact of Corporate Social Responsibility on brand loyalty and brand attachment: an analysis of the Portuguese brand Delta Cafés" 1st International Workshop on Marketing
2022/03/29 International Lecturer - Pázmány Catholic University Marketing Trends + CSR Workshop
2021/12/10 CSR, Marketing, and Covid-19: current contexts and outlook for the future Open Class
Universidade Lusíada de Lisboa (Lisboa, Portugal)

Supervision

Thesis Title
Role 		Degree Subject (Type)
Institution / Organization
2023 - Current Exploring the Impact of Online Community Interactions on Brand Loyalty and Advocacy
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2023 - Current The Impact of Digital Marketing on Brand Equity in the Wine Industry: An Analysis of Weinhof Scheu’s Newsletter Strategy
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2023 - 2025/02/06 CONSUMERS’ PERCEPTION OF PERSONALIZED MARKETING CONTENT AND ITS IMPACT ON THEIR ENGAGEMENT
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2023 - 2025/01/10 FACING GREENWASHING ACCUSATIONS IN FAST FASHION: HOW H&M GROUP AND INDITEX COMMUNICATE THEIR COMMITMENTS
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2023 - 2025 THE COMMUNICATION AND PERCEPTION OF SUSTAINABILITY IN THE HEALTHCARE INDUSTRY IN FRANCE THROUGH SOCIAL MEDIA - A CASE STUDY OF THE ABOCA BRAND
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2023 - 2025 SEXISM IN BRANDING: INVESTIGATING THE PORTRAYAL OF GENDER IN FASHION ADVERTISING ACROSS VARIOUS MEDIA PLATFORMS
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2023 - 2025 EMPLOYER BRANDING E SÍNDROME DE DOWN: UMA ANÁLISE EXPLORATÓRIA DAS PRÁTICAS INCLUSIVAS EM PORTUGAL
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2023 - 2025 O "TRADICIONAL" E O STREAMING: UMA COMPARAÇÃO DAS ESTRATÉGIAS DE COMUNICAÇÃO DE PRODUTOS AUDIOVISUAIS
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2023 - 2025 OS DRIVERS DA AUTENTICIDADE DA MARCA SEGUNDO A GERAÇÃO Z EM PORTUGAL: UM ESTUDO EXPLORATÓRIO DA COMUNICAÇÃO DIGITAL DA FENTY BEAUTY
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2023 - 2025 SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) E LEALDADE À MARCA – UMA ANÁLISE DAS MARCAS DE SKINCARE NO INSTAGRAM
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2022 - 2025 O IMPACTO DAS CRÍTICAS ONLINE NA REPUTAÇÃO DAS MARCAS HOTELEIRAS
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2022 - 2025 LOGOTYPE CHANGE AND PERCEIVED QUALITY: AN ANALYSIS OF THE NEW EDP BRAND IMAGE
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2022 - 2024/12/17 A Influência da Inteligência Artificial no Consumo de Moda em Portugal: Satisfação e Valorização do Consumidor
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2021/09/01 - 2024/09/30 Supervisor of 19 Master Thesis in development
Supervisor
 Marketing & Communication
Universidade Católica Portuguesa, Portugal
2024/01/18 - 2024/01/18 O impacto da sustentabilidade da ‘The Body Shop’ na reputação, intenção de compra, qualidade percebida e lealdade à marca
Supervisor of Mariana Oliveira Gonçalves dos Reis Torgal
 Communication, Marketing and Advertising (Master)
Universidade Católica Portuguesa Faculdade de Ciências Humanas, Portugal
2022 - 2024/01/16 O IMPACTO DO MARKETING DE INFLUÊNCIA NA ADOÇÃO DE UM ESTILO DE VIDA SAUDÁVEL POR PARTE DAS MULHERES - O CASO DA INFLUENCER PAMELA REIF
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa, Portugal
2024 - 2024 O impacto da Sustentabilidade da ‘The Body Shop’ na reputação, intenção de compra, qualidade percebida e lealdade à marca
Supervisor
 Ciências da Comunicação (Master)
Universidade Católica Portuguesa Faculdade de Ciências Humanas, Portugal
2022/01/06 - 2023/01/30 The impact of Brand Activism on Brand Equity among Generation Z consumers
Co-supervisor
 Communication Studies (Communication, Marketing & Advertising) (Master)
Universidade Católica Portuguesa Faculdade de Ciências Humanas, Portugal
2022 - 2023 The art of plating: Examining the influence of food presentation on brand experience
Supervisor
 Communication Studies (Communication, Marketing & Advertising (Master)
Universidade Católica Portuguesa Faculdade de Ciências Humanas, Portugal
2022 - 2023 Does Gen Z Trust in Instagram Fashion Influencers? – An Analysis of the Portuguese Context
Supervisor
 Communication Studies (Communication, Marketing & Advertising) (Master)
Universidade Católica Portuguesa Faculdade de Ciências Humanas, Portugal
2022 - 2023 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Zumub
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Luís Filipe H. Alves (company)
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - AFID
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Converse
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Louis Barbershop
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Editorial Plan - Rare Beauty
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Kérastase
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Start Campus
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Barbie The Movie
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Prozis
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - IKEA
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Lusíada
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Continente Food Lab
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Osklen
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Social Media Plan - Boutik
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Social Media Plan - JUCZ Wonderland Store
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Transeclipe
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Sports Interactive
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Bricomarché
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan - Kawasaki
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Social Media Plan - Glam & Glow
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2022 - 2023 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021/09/01 - 2022/09/30 Digital Marketing: Strategies for customer retention as a source of commercial drive for organizations
Supervisor
 Management (Master)
Universidade Lusíada de Lisboa, Portugal
2022 - 2022 Marketing digital : estratégias para impulsionamento comercial das organizações
Supervisor
 Gestão (Master)
2021 - 2022 Internship Report - Marketing Plan - MUSA
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Plano de Marketing - Festa Aluga
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Chulé - Portuguese Socks
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Parfois
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Clínica do Pelo
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Brownie
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Porshe Taycan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Social Media Marketing Plan - Havaianas
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Editorial Project - Mocho
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Editorial Project - Scullings
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Mapfre
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - ISTO
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Sporting
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - MonTea
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Social Media Plan - IDEALTOM
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Carhart
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Pepsi
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Continente
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Healsi
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Marmitando
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Worten
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Mediterrânico
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Viçoclima
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Continente Food Lab
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Airbnb
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Eleven Sports
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Maxpay
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Social Media Plan - SportZone
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - ERA
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Nescafé
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Activo Bank
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Decathlon
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Social Media Plan - CD Mafra
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Under Armour
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Internal Communications Plan - Amazon
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - Headspace
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal
2021 - 2022 Internship Report - Marketing Plan - FCA
Supervisor
 Marketing (Degree)
Universidade Lusíada de Lisboa, Portugal

Event organisation

Event name
Type of event (Role) 		Institution / Organization
2024/10/28 - 2024/10/28 Mkt & Com Talks - Como ser um profissional 360º numa agência de comunicação ou publicidade (2024/10/28 - 2024/10/28)
Other (Other)
 Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2024/03/13 - 2024/03/13 Mkt&Com Talks - Leadership 3.0 - gestão de equipas e de vendas na era digital (2024/03/13 - 2024/03/13)
Other (President of the Organising Committee)
 Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2023/12/12 - 2023/12/12 Mkt&Com Talks - Celebrity Branding (Organization & Speaker) (2023/12/12 - 2023/12/12)
Seminar (Member of the Organising Committee)
 Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2023/11 - 2023/11 Mkt&Com Talks - Comunicação Corporativa: Estratégias e Práticas (2023/11/04 - 2023/11/04)
Other (Other)
 Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2023/11 - 2023/11 I International Seminar of Audiovisual Communication and Multimedia (2023/11/05 - 2023/11/05)
Seminar (Member of the Organising Committee)
 Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2023/06/01 - 2023/06/01 The importance of social media in the tourism sector (2023/06/01 - 2023/06/01)
Conference (Member of the Organising Committee)
 Universidade Lusíada de Lisboa, Portugal
2023/05 - 2023/05 Lusíada Open Day 2023 (2023/04)
Other (Member of the Organising Committee)
 Universidade Lusíada de Lisboa, Portugal

Event participation

Activity description
Type of event 		Event name
Institution / Organization
2024/07 - 2024/07 Jornadas Pedagógicas II
Conference
Universidade Europeia, Portugal
2023/09/01 - 2023/09/01 Jornadas Pedagógicas I
Conference
 Jornadas Pedagógicas I
Universidade Europeia, Portugal
2023/07/15 - 2023/07/15 Moderator - VIII-INTERNATIONAL EUROPEAN CONFERENCE ON INTERDISCIPLINARY SCIENTIFIC RESEARCH
Conference
 • VIII-INTERNATIONAL EUROPEAN CONFERENCE ON INTERDISCIPLINARY SCIENTIFIC RESEARCH
2023/05/01 - 2023/05/01 • Marketing Experience – Antigos alunos: Um testemunho” Role: Organizer & Moderator
Symposium
Universidade Lusíada de Lisboa, Portugal
2022/10/14 - 2022/10/15 Lecture, COIL Project, and Research Activities with Universidad CEU San Pablo, Spain
Other
 Marketing Trends
Universidad CEU San Pablo, Spain

Jury of academic degree

Topic
Role 		Candidate name (Type of degree)
Institution / Organization
2025/04/10 Consumers mental journey through augmented reality attributes: A SOR Theoretical Framework
(Thesis) Main arguer
 Ana Leonor Batista Sajara Madeira (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2025/04 O efeito da pandemia COVID-19 na comunicação interna empresarial
(Thesis) Main arguer
 Ricardo Luís Calapez Freitas Bernardo (Master)
Universidade Lusíada de Lisboa, Portugal
2025/02 Fashion Influencers and FOMO: A Study on Social Comparison, Trust, and Their Effect on Gen Z's Purchasing Behavior.
(Thesis) Arguer
 Joana Sofia de Vilela Teles (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2025/02 What Influences Consumers´ Perception and Engagement with the Metaverse
(Thesis) Arguer
 João Francisco Ferreira de Sousa Pissarra (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2025/02 NON-WEARABLE FASHION FOMO - The impact of digital fashion FOMO on the behavior of Gen Z consumers within the metaverse
(Thesis) Arguer
 Maria Beatriz Lourenço Vieira (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2024/11/06 Dressed to Impress: Investigating how social media fashioninfl uencers shape consumers’ purchase intentions
(Thesis) Main arguer
 Inês Maria Figueira Jardim Silva (Master)
ISCTE Business School, Portugal
2024/11/06 Corporate Social Responsibility: The impact on Luxury Fashion Brands
(Thesis) Main arguer
 Margarida Metello de Sousa (Master)
ISCTE Business School, Portugal
2024/11 Consumer Behavior and Infl uence Marketing: DeterminingFactors in the Decision and Purchase Intention of Clothing Items in Portugal
(Thesis) Main arguer
 Guilherme da Silva Roberto (Master)
ISCTE-Instituto Universitário de Lisboa, Portugal
2024/10/30 Subscription video-on-demand: User payment patterns, subscriber access control, and subscription inducement
(Thesis) Main arguer
 Diana Serrano de Lara (PhD)
2024/04/03 Experiência com Golfinhos em Parque Temático
(Thesis) Arguer
 Filipa Andreia Sousa Gonçalves (Master)
Universidade do Algarve, Portugal
2024/02/01 El uso de bloqueadores de anuncios y la respuesta a los anti-bloqueadores desde la perspectiva de los usuarios
(Thesis) Main arguer
 Gloria Aznar Fdez-Montesinos (PhD)
Universidad Autónoma de Madrid, Spain
2024/01/15 TRANSFORMING HEALTHCARE THROUGH PERSONALIZATION – THE POWER OF ARTIFICIAL INTELLIGENCE IN PRECISION MEDICINE
(Thesis) Main arguer
 Leandra Sicking (Master)
Universidade NOVA de Lisboa NOVA School of Business and Economics, Portugal
2024/01/15 The Human Element of New Work - a multidimensional study on the sustainable implementation of new work dynamics in organizations
(Thesis) Main arguer
 Lea Allegra Koenig (Master)
Universidade NOVA de Lisboa NOVA School of Business and Economics, Portugal
2024/01/15 Transforming Service Industry Rewards in the Cashless Era: Exploring 'BetterTip' as a Digital Tipping Solution through the Lens of Disciplined Entrepreneurship
(Thesis) Main arguer
 Moritz Paul Hinnerk Geschke (Master)
Universidade NOVA de Lisboa NOVA School of Business and Economics, Portugal
2024/01/03 Publicidade com um propósito social: contributos para compreender o impacto do social advertising no comportamento do consumidor
(Thesis) Main arguer
 Alexandra Pinho Silva (Master)
Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2021/12/10 Impacto de anúncios com apelo emocional no engagement em social media
(Thesis) Arguer
 Rafaela Lobato da Silva Lopes (Master)
Universidade Lusíada de Lisboa, Portugal

Ad Hoc journal article review

Journal title (ISSN) Publisher
2025 - Current International Journal of Online Marketing (IJOM)
2025/04 - 2025/04 Sustainability
2025/03 - 2025/03 Entrepreneurial Strategies in the Global Market IGI Global
2025/03 - 2025/03 Journal of Advertising Education
2025/01/08 - 2025/01/08 Entrepreneurial Strategies in the Global Market IGI Global
2024/05/01 - 2024/05/05 Trends Hub Polytechnic of Porto
2024/03/25 - 2024/03/25 Data-Driven Marketing for Strategic Success IGI Global
2024/03/24 - 2024/03/24 Global Perspectives on Social Media Influencers and Strategic Business Communication IGI Global
2024/02/10 - 2024/02/11 Global Perspectives on Social Media Influencers and Strategic Business Communication (9798369309124) IGI Global
2024/02/01 - 2024/02/02 Global Perspectives on Social Media Influencers and Strategic Business Communication (9798369309124 ) IGI Global
2023/11/01 - 2023/11/02 Journal of Advertising Education SAGE Publications

Association member

Society Organization name Role
2025 - Current SOPCOM Associate Member
2022 - Current Observatorio Metaverse I+D Community Lab Academic Member

Committee member

Activity description
Role 		Institution / Organization
2023 - Current UNIDCOM - Scientific Council
Member
 Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2022/09/01 - Current Course Comission – Masters in Communication and Multimedia
Member
 Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2022/09 - Current Course Comission – Bachelor in Communication Sciences
Member
 Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2023 - 2024 Organization Committee - UNICAST - IADE's 1st Podcast Festival
President / Vice-president
 Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2021 - 2023 COMEGI – Research Center for Organizations, Markets and Industrial Management
Member
 Universidade Lusíada de Lisboa Centro de Investigação em Organizações Mercados e Gestão Industrial, Portugal
2019 - 2023 Scholar Council
Member
 Universidade Lusíada de Lisboa, Portugal
2017 - 2020 ICNOVA - Communication Institute of NOVA University of Lisbon
Member
 Universidade Nova de Lisboa, Portugal

Conference scientific committee

Conference name Conference host
2022/05/13 - Current 1st International Workshop on Marketing Universidade Lusíada de Lisboa / COMEGI
2023/11/05 - 2023/11/05 I International Seminar of Audiovisual Communication and Multimedia IADE - Europeia University

Course / Discipline taught

Academic session Degree Subject (Type) Institution / Organization
2022/09/01 - Current Marketing Sports (Licenciatura) Universidade Lusíada de Lisboa, Portugal
2022/09 - Current Market Research (Licenciatura)
2024/03/01 - 2024/04/30 Storytelling and Creative Content Communication & Marketing 5.0 (Pós-Graduação) Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2023/11/14 - 2023/11/21 Marketing for Sustainability and Social Causes workshop - TISE Program (NOVA FCSH and University for Continuing Education Krems (Danube University Krems), Austria) Marketing for Sustainability and Social Causes (Outros) Universidade Nova de Lisboa Faculdade de Ciências Sociais e Humanas, Portugal
2021/10/01 - 2022/06/30 Communication Theories (Licenciatura) Universidade Católica Portuguesa Biblioteca Universitária João Paulo II, Portugal
2021/10/01 - 2022/02/01 Strategic Marketing Communication Science (Master) Universidade Católica Portuguesa, Portugal
2021/10/01 - 2022/02/01 Marketing Estratégico Ciências da Comunicação (Mestrado integrado) Universidade Católica Portuguesa Faculdade de Ciências Humanas, Portugal
2021/09/01 - 2022/02/01 Advertising & Markets - Complements Gestão (Licenciatura) Universidade Lusíada de Lisboa, Portugal
2021/09/01 - 2022/02/01 Consumer Psychology Gestão (Licenciatura) Universidade Lusíada de Lisboa, Portugal
2021/09/01 - 2022/02/01 Project Management - Communication Comunicação e Multimédia (Licenciatura) Universidade Lusíada de Lisboa, Portugal
2021/09/01 - 2022/02/01 Marketing & Advertising Communication Sciences (Bachelor) Universidade Católica Portuguesa, Portugal
2020/02/01 - 2021/07/01 Brand Management Gestão (Mestrado integrado) Universidade Lusíada de Lisboa, Portugal
2019/09/01 - 2020/02/01 Marketing Comunicação Estratégica (Licenciatura) Universidade Nova de Lisboa, Portugal

Evaluation committee

Activity description
Role 		Institution / Organization Funding entity
2024/10/17 - 2024/10/18 UNICAST Awards - Jury
President
 Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2024/10/17 - 2024/10/18 Award "Desafio Criativo RFM 24 Horas" - UNICAST
President
 Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
2023/05/30 - 2023/05/30 Seminar “Master Thesis Development” – Dissertation Day
Evaluator
 Universidade Lusíada de Lisboa, Portugal

Journal scientific committee

Journal title (ISSN) Publisher
2024/06/24 - 2024/06/24 The Trends Hub Instituto Superior de Contabilidade e Administração do Porto

Mentoring / Tutoring

Topic Student name
2023/05 - Current Creative Challenge CERELAC by IADE Bachelor Students
2024/11 - 2024/11 Desafio Criativo MAJORA 2024 Group of Students
Distinctions

Award

2022 2nd Place - Pearson-Praxar Business Simulation (European Competition)

Other distinction

2020 Maximum Evaluation - PhD
Universidade Nova de Lisboa, Portugal