José Duarte da Rocha Santos has a degree in Business Sciences with a specialization in Marketing from the Instituto Superior de Línguas e Administração. Master in Marketing from Universidade Portucalense. PhD in Management from the University of Vigo. Specialist in Marketing and Advertising, having obtained the title in accordance with Decree-Law No. 206/2009, of August 31st. From 1998 to 2002, he developed various roles in the commercial, marketing and management areas, essentially in companies in the technology sector. From 2003 to 2018, he participated as a trainer and consultant in the area of management and marketing in several projects, most financed by European funds. Teaching in higher education since 1999 in the areas of management and marketing. He is currently a professor in the field of marketing at the Instituto Superior de Contabilidade e Administração do Porto / Politécnico do Porto. Researcher at the Center for Organizational and Social Studies of the Polytechnic of Porto (CEOS.PP).