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Advisory Committee
Beatriz Casais

Prof. Dr. Beatriz Casais is Associate Professor in Marketing and Strategy at the University of Minho – School of Economics and Management, and integrated researcher at CICS.NOVA.UMinho. She is a member of the ICMarkTech 2025 Advisory Committee and a board member of the European Social Marketing Association (ESMA). With a PhD in Business and Management Studies (Marketing and Strategy) from the University of Porto, she is an internationally recognised expert in social and nonprofit marketing, digital marketing, and public diplomacy. Her professional background includes serving as Social Marketing Manager at the Portuguese Ministry of Health, leading the HIV/AIDS National Prevention Program. She has published extensively in top-tier journals and actively contributes to bridging academic research with societal impact.

AFFILIATION:
University of Minho – School of Economics and Management and CICS.NOVA.UMinho,
Scopus

PERSONAL INFO

Beatriz Casais completed her PhD in Business and Management Studies (specialisation in Marketing and Strategy) at the University of Porto in 2015, graduating with Distinction for her dissertation Exploring Social Marketing Policies: the use of positive and negative emotional appeals in health advertising in four European countries. She holds an MSc in Marketing (2009), a Postgraduate Degree in Health Communication (2007), and a Bachelor’s Degree in Journalism and Communication Sciences (2005), all from the University of Porto. Her academic work focuses on public, social, and nonprofit marketing, digital communication, advertising ethics, and place branding. She served as Vice-Dean of the School of Economics and Management at the University of Minho (2020–2023) and Head of UMinhoExec – the school’s executive education unit. Previously, she was Social Marketing Manager at the Portuguese Ministry of Health, where she coordinated nationwide health campaigns. She continues to collaborate with national and international networks to advance research in social marketing and public health communication.

Academic Background

  • PhD in Business and Management Studies – Marketing and Strategy
    University of Porto, Portugal, 2015
    Thesis: Exploring Social Marketing Policies: the use of positive and negative emotional appeals in health advertising in four European countries – Distinction

  • MSc in Marketing
    University of Porto, Portugal, 2009
    Thesis: Inibições e Implicações Associadas à Participação de Figuras Públicas em Programas de Marketing Social Relacionados com a Infecção VIH: um estudo exploratório

  • Postgraduate Degree in Health Communication
    University of Porto, Portugal, 2007
    Project: Projeto de Comunicação em Saúde

  • Bachelor’s Degree in Journalism and Communication Sciences
    University of Porto, Portugal, 2005
    Internship: Jornal Diário Económico

Academic and Management Roles

  • Associate Professor – Marketing and Strategy
    University of Minho – School of Economics and Management

  • Integrated Researcher
    CICS.NOVA.UMinho

  • Board Member
    European Social Marketing Association (ESMA)

  • Former Vice-Dean
    School of Economics and Management, University of Minho (2020–2023)

  • Former Head – UMinhoExec
    Executive Education Unit, University of Minho

  • Former Social Marketing Manager
    Portuguese Ministry of Health – HIV/AIDS National Prevention Program

Conference Roles

Advisory Committee Member: ICMarkTech – International Conference on Marketing Technologies

  • Provides expertise in social marketing, health communication, and digital strategy.
  • Supports the integration of ethical, nonprofit, and public-oriented marketing topics into the conference’s scientific programme.

Collaborations and Interactions

  • Collaborates with European and global research networks in social marketing, health communication, and nonprofit sector strategy.
  • Works with governmental bodies, NGOs, and academic institutions to design, evaluate, and implement marketing and communication programmes with societal impact.

RESEARCH AREAS

  • Public, Social, and Nonprofit Marketing
  • Digital Marketing and E-Commerce
  • Advertising and Communication Ethics
  • Marketing Communications and Reputation Management
  • Place Branding and Public Diplomacy
  • Health Communication and Public Health Campaigns

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