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Carla Viana completed the academic part of the PhD in Business Economics at Universidad Rey Juan Carlos. She holds a Master's degree and Postgraduate in Marketing and a Graduation degree in Marketing Management. She has the Advanced Management Program for Executives at the Portuguese Catholic University. She is a doctoral candidate in Business Sciences, specializing in Marketing at the Universidad Portucalense. She holds the academic titles of Specialist in Management and Administration, conferred by the Polytechnic Institute of Porto, Polytechnic Institute of Coimbra, and IPAM Porto; Specialist in Marketing and Advertising, awarded by the Technical-Scientific Councils, IADE, and IPAM Lisbon; Specialist in Marketing and Advertising, granted by the Polytechnic Institute of Setúbal, Polytechnic Institute of Lisbon (ESCS), and Polytechnic Institute of Leiria. Since 2002, she has been a University Lecturer in Public and Private Higher Education. In her professional and business activities, she has held management and leadership positions in prestigious and recognized sectors and companies. Between 2015 and 2023, she was the Vice-President of the Digital Marketing Association. She is the CEO of People Talent.
Identification

Personal identification

Full name
Carla Sofia Correia da Costa Viana

Citation names

  • Viana, Carla

Author identifiers

Ciência ID
F51D-756E-B588
ORCID iD
0009-0002-6618-8184

Email addresses

  • produtividadeigualalucro@gmail.com (Professional)

Websites

Knowledge fields

  • Social Sciences - Economics and Business - Business and Management
Education
Degree Classification
2023/10 - 2027
Ongoing
Ciências Empresariais (Doutoramento)
Major in Especialização em Marketing
Universidade Portucalense Infante D Henrique Departamento de Ciências Económicas e Empresariais, Portugal
2023/06/27
Concluded
Marketing e Publicidade (Título de especialista)
Instituto Politécnico de Setúbal, Portugal

Instituto Politécnico de Lisboa, Portugal

Instituto Politécnico de Leiria, Portugal
2019/10/01
Concluded
Programa Avançado de Gestão para Executivos (PAGE) (Diploma de especialização)
Universidade Católica Portuguesa Unidade de Investigação em Gestão e Economia, Portugal
2015/12/04
Concluded
Gestão e Administração (Título de especialista)
Instituto Politécnico de Coimbra, Portugal

Instituto Português de Administração de Marketing, Portugal

Instituto Politécnico do Porto, Portugal
2015/02/01
Concluded
Marketing e Publicidade (Título de especialista)
Instituto de Artes Visuais, Design e Marketing, Portugal
2014/04/04
Concluded
Marketing e Publicidade (Título de especialista)
Instituto Português de Administração de Marketing de Lisboa, Portugal
2008 - 2010/05/28
Attended
Economia da Empresa (Curso de doutoramento (conclusão de unidades curriculares))
Major in Marketing
Universidad Rey Juan Carlos, Spain
19 valores
2008/09/01
Concluded
Gestão de Marketing (Mestrado)
Instituto Português de Administração de Marketing de Lisboa, Portugal
18 valores (Muito Bom com Distinção)
2006/06/01
Concluded
Marketing (Pós-Graduação)
Universidade Independente, Portugal
2006/01/01
Concluded
Certificado de Aptidões Pedagógicas (Outros)
Instituto do Emprego e Formação Profissional, Portugal
2002/09/01
Concluded
Gestão de Marketing (Licenciatura)
Instituto Português de Administração de Marketing de Lisboa, Portugal
2001/07/01
Concluded
Gestão de Marketing (Bacharelato)
Instituto Português de Administração de Marketing de Lisboa, Portugal
Affiliation

Teaching in Higher Education

Category
Host institution
Employer
2021 - Current Invited Adjunct Teacher (Polytechnic Teacher) Instituto Politécnico da Lusofonia, Portugal
2020 - Current Visiting Professor (University Teacher) Universidade do Algarve - Campus de Gambelas, Portugal
2019 - Current Invited Adjunct Teacher (Polytechnic Teacher) Instituto Politécnico de Setúbal Escola Superior de Ciências Empresariais, Portugal
2019 - Current Visiting Professor (University Teacher) Ensino Lusófona, Portugal
2019 - 2021 Adjunct Teacher (Polytechnic Teacher) Instituto Superior de Línguas e Administração de Leiria, Portugal
2008 - 2016 Visiting Teacher (Polytechnic Teacher) Instituto Superior de Administração e Línguas, Portugal
2002 - 2016 Adjunct Teacher (Polytechnic Teacher) Instituto Português de Administração de Marketing de Lisboa, Portugal
2014 - 2015 Assistant Professor (University Teacher) Universidade Europeia IADE Faculdade de Design Tecnologia e Comunicação, Portugal
2002 - 2015 Adjunct Teacher (Polytechnic Teacher) Instituto Português de Administração de Marketing de Lisboa, Portugal

Positions / Appointments

Category
Host institution
Employer
2016 - 2023 Organic Unit Vice-President Associação Portuguesa de Marketing Digital, Portugal
2014 - 2016 Conselho científico/técnico-científico ou orgão correspondente Instituto Português de Administração de Marketing de Lisboa, Portugal
2002 - 2015 Organic Unit Director Instituto Português de Administração de Marketing de Lisboa, Portugal
2013 - 2014 Conselho pedagógico Instituto Português de Administração de Marketing de Lisboa, Portugal

Others

Category
Host institution
Employer
2020 - 2021 Arguente Dissertações Mestrado Instituto Politécnico de Leiria, Portugal
Outputs

Publications

Book chapter
  1. Duarte Xara-Brasil; Carla Viana; Maria Inês F. S. Cruz. "Digitalization and the Consumer Experience". In The Case of the Health Sector in Portugal. 2023.
    10.4018/978-1-6684-9039-6.ch006
Conference paper
  1. Viana, Carla. "Integrating Digital Skills in Business and Marketing Education: Preparing for a Digital Work Environment". Recife, 2024.
    Accepted
Conference poster
  1. Viana, Carla. "Digital Transformation in Healthcare: Consumer Experiencein Portugal’s Health Sector". 2023.
Journal article
  1. Clarisse Toniatti; Maria Manuela Martins Guerreiro; Carla Viana; Luis Pereira. "Emerging Branding Trends in the Post-COVID World". CinTurs - Research Centre for Tourism, Sustainability and Well-being (2023): https://www.jsod-cieo.net/journal-tsw/index.php/jtsw/article/view/376.
    10.34623/QSTN-4P54
Distinctions

Award

2010 Negócio do Ano
Instituto Português de Administração de Marketing de Lisboa, Portugal
2008 EDP - University Challange
2003 Unidade - ENSIGEST
Instituto Português de Administração de Marketing de Lisboa, Portugal

Other distinction

2024 Melhor Docente 2023/2024
Instituto Politécnico da Lusofonia Escola Superior de Ciências da Administração, Portugal
2023 Medalha de Mérito
Instituto Politécnico de Setúbal Escola Superior de Ciências Empresariais, Portugal