Ana Estima

Ana Estima has received her Ph.D. in Marketing and Strategy from the University of Aveiro, Portugal. She is an Adjunct Professor at the Superior Institute of Accounting and Management - University of Aveiro, teaching undergraduate and postgraduate courses of marketing principles, integrated marketing communications and other marketing themes. She is a member of the research unit on Governance, Competitiveness and Public Policies (GOVCOPP). Research interests: Marketing education, marketing practice, consumer behavior and services marketing.

Publications

Business Within Ethical Marketing Education: The Upcoming Challenges
Business Within Ethical Marketing Education: The Upcoming Challenges
Carmina S. Nunes, Ana Estima, Judite Manso. © 2021. 17 pages.
The purpose of this chapter is to offer a new perspective on how business ethics, and more specifically ethical marketing, can be integrated into ethical education and the...
The Mismatch between Undergraduate Marketing Education and Employers' Requirements in Portugal
The Mismatch between Undergraduate Marketing Education and Employers' Requirements in Portugal
Ana Estima, Paulo Duarte. © 2021. 20 pages.
The debate on what should be offered by universities concerning their marketing education curricula in order to serve the market needs, specifically the employers' has been...
Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession
Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession
Margarida M. Pinheiro, Ana Estima, Susana Marques. © 2019. 252 pages.
Marketing has experienced unprecedented changes. Globalization, digital revolution, transparency, and growing pressure concerning the role of business in society are affecting...
Business Within Ethical Marketing Education: The Upcoming Challenges
Business Within Ethical Marketing Education: The Upcoming Challenges
Carmina S. Nunes, Ana Estima, Judite Manso. © 2019. 22 pages.
The purpose of this chapter is to offer a new perspective on how business ethics, and more specifically ethical marketing, can be integrated into ethical education and the...
The Mismatch between Undergraduate Marketing Education and Employers' Requirements in Portugal
The Mismatch between Undergraduate Marketing Education and Employers' Requirements in Portugal
Ana Estima, Paulo Duarte. © 2016. 19 pages.
The debate on what should be offered by universities concerning their marketing education curricula in order to serve the market needs, specifically the employers' has been...