Programme

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Conference Programme

8:30 a.m. - 9:15 a.m.
Católica Porto Business School

Registration & Welcome Coffee

9:15 a.m. - 9:45 a.m.
Católica Porto Business School

Welcome & Opening Remarks

Alba Soler

 Speaker

Nicholas Ind

 Chair

Oriol Iglesias

 Chair

Oscar Pérez

 Speaker
9:45 a.m. - 10:45 a.m.
Católica Porto Business School, Central Building, Room EC018

Keynote Session 1 | Building a Purpose-Driven Company: The Ferrer Experience

Alba Soler, Director of Communication at Ferrer
Oscar Pérez, Chief Scientific and Business Development Officer at Ferrer
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Moderators: Professor Nicholas Ind (Kristiania University College & Professor Oriol Iglesias (ESADE Business & Law School)

10:45 a.m. - 11:15 a.m.
Católica Porto Business School

Coffee Break

11:15 a.m. - 12:55 p.m.
Católica Porto Business School

Parallel Sessions 1-4

1 p.m. - 2 p.m.
Católica Porto Business School

Lunch

2 p.m. - 3:40 p.m.
Católica Porto Business School

Parallel Sessions 5-8

3:40 p.m. - 4:10 p.m.
Católica Porto Business School

Coffee break

Carlos Melo Brito

 Chair

Tânia Amaral

 Speaker

Tiago Gouveia

 Speaker
4:10 p.m. - 5:40 p.m.
Católica Porto Business School, Central Building, Room EC018

Keynote Session 2 | How to build a City and Sports Brand with Purpose

Tânia Amaral, Head of Digital Communication and Brand Activation Porto city brand
Tiago Gouveia, Head of Marketing FC Porto
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Moderator: Professor Carlos Melo Brito (School of Economics and Management of the University of Porto)

5:45 p.m. - 6:15 p.m.
Praia da Luz

Break and Walking Tour to Praia da Luz

Meeting Point: Central Building, near the check-in area.
Important: Ticket collection is mandatory for participation.

6:15 p.m. - 9:15 p.m.
Praia da Luz

Sunset at Praia da Luz

8:30 a.m. - 9 a.m.
Católica Porto Business School

Morning Coffee

9 a.m. - 10:40 a.m.
Católica Porto Business School

Parallel Sessions 9-12

10:40 a.m. - 11:10 a.m.
Católica Porto Business School

Coffee break

Carsten Baumgarth

 Speaker

Steffen Schmidt

 Speaker
11:10 a.m. - 12:40 p.m.
Católica Porto Business School, Central Building, Room EC018

Keynote Session 3 | AI Garage for Brands presents Augmented brand intelligence by AI 
for practice AND science

Prof. Dr. Carsten Baumgarth (HWR Berlin, Germany)
Dr. Steffen Schmidt (concept m. AI, Switzerland)

12:40 p.m. - 1:40 p.m.
Católica Porto Business School

Lunch

1:40 p.m. - 2:55 p.m.
Católica Porto Business School

Parallel Sessions 13-16

3 p.m. - 3:30 p.m.
Católica Porto Business School

Coffee Break

3:30 p.m. - 4:30 p.m.
Católica Porto Business School, Central Building, Room EC018

Keynote Session 4 | Brand Purpose: Private vs Public Ownership and Change over Time.

Dr. Judith Zaichkowsky (Distinguished Professor, Beedie School of Business, Simon Fraser University)

Francisco Guzman

 Speaker
4:30 p.m. - 5 p.m.
Católica Porto Business School, Central Building, Room EC018

Special Issue – Journal of Product & Brand Management

Professor Francisco Guzmán (University of North Texas, USA)

5 p.m. - 5:30 p.m.
Católica Porto Business School

Bus to the Port Wine Cellars and Gala Dinner

Meeting Point: Central Building, near the check-in area.
Important: Ticket collection is mandatory for participation.

5:30 p.m. - 10:30 p.m.
Casa Ferreirinha

Visit to the Port Wine Cellars and Gala Dinner

10:30 p.m. - 10:30 p.m.
Other

Bus to the Hotels

8:40 a.m. - 9 a.m.
Católica Porto Business School

Morning Coffee

9 a.m. - 10:40 a.m.
Católica Porto Business School

Parallel Sessions 17-19

10:40 a.m. - 11 a.m.
Católica Porto Business School

Coffee Break

11 a.m. - 12:15 p.m.
Católica Porto Business School

Parallel Sessions 20-23

Joana Gonçalves

 Speaker
12:25 p.m. - 1:15 p.m.
Católica Porto Business School, Central Building, Room EC018

The Mateus Way: A Story of Rosé, Purpose & Positivity.

Joana Gonçalves, Brand Manager

1:15 p.m. - 1:30 p.m.
Católica Porto Business School, Central Building, Room EC018

Awards and Closing Ceremony

1:30 p.m. - 2:30 p.m.
Católica Porto Business School

Lunch

2:45 p.m. - 2:45 p.m.
Other

Serralves Foundation Guided Visit (registration on 1st day at check-in)

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