Lara Mendes Bacalhau

Lara Sofia Mendes Bacalhau holds a Ph.D. in Management - Specialization in Marketing and Strategy from the Faculty of Economics of the University of Porto (FEP-UP), where she also completed a Master's degree in Data Analysis and Decision Support Systems. This master's degree allowed her to combine her previous degrees, a Bachelor's degree in Mathematics - Teaching Branch of the Faculty of Science and Technology of the University of Coimbra and a Bachelor's degree in Business Management and a degree in Accounting and Auditing - via Business Management at the Coimbra Higher Institute of Accounting and Administration of the Polytechnic Institute of Coimbra (ISCAC | Coimbra Business School - IPC). She has other complementary training, including an MBA in Digital Marketing, a Postgraduate Diploma in Information Technology and Multimedia Communication, and a Training Course for Trainers to Obtain Specialization in Gender Equality. Lecturer at ISCAC since 2003, she has always been teaching in Marketing, Business Management, Accounting, and Taxation areas. In addition, she is also a lecturer/trainer at the Viseu School of Technology and Management of the Polytechnic Institute of Viseu (ESTGV-IPV), Coimbra Business School Executive, Institute for Employment and Vocational Training (IEFP), and ISLA Santarém. This teaching experience has led her to teach various undergraduate, master's, postgraduate and short courses. In addition to teaching, she was a member of the Direction of the Marketing and International Business Bachelor Degree (2013-April 2021) and is currently the director of this course. She is also a member of the Direction of the corresponding Master's Degree (2020-present). She was co-coordinator of the Preparation Workshops for the Certified Accountants Bar Exam (2016-2022). She is a researcher in the areas of Marketing (Branding, Digital Marketing, Social Media Marketing, E-commerce, and Relationship Marketing) and Business Management. She participates in national and international research projects. She is a peer reviewer and co-author of scientific publications in conference proceedings, book chapters, and journals. She is also a Certified Accountant.

Publications

Exploring the Relationship Between CRM Tools, AI, and Big Data: A Systematic Review
Exploring the Relationship Between CRM Tools, AI, and Big Data: A Systematic Review
Mariana Carapêto Tavares, Inês de Jesus Anastácio, Alexandra Leandro, Lara Mendes Bacalhau, Bruno Barbosa Sousa. © 2024. 15 pages.
In an increasingly digital and competitive world, CRM, Social CRM, AI and Big Data have become true allies for organizations that want to stand out. These technologies not only...
Dive Into Metaverse: Concept, Evolution, Framework, Technologies, Opportunities, and Trends
Dive Into Metaverse: Concept, Evolution, Framework, Technologies, Opportunities, and Trends
Joana Raquel Neves, Lara Mendes Bacalhau. © 2024. 26 pages.
The ever-changing environment of the Metaverse claim for a study that leads to a captivating journey for readers of this chapter in which the current condition of this digital...
Neuromarketing: Decoding the Role of Emotions and Senses and Consumer Behavior
Neuromarketing: Decoding the Role of Emotions and Senses and Consumer Behavior
Rodolfo Cordeiro, Ana Reis, Bruno Morgado Ferreira, Lara Mendes Bacalhau. © 2024. 18 pages.
Neuromarketing, a controversial field that integrates neuroscience and marketing principles, explores the mechanisms that influence consumer behavior. This systematic review...
E-Commerce: Issues, Opportunities, Challenges, and Trends
E-Commerce: Issues, Opportunities, Challenges, and Trends
Vasco Santos, Tatiana Augusto, Jorge Vieira, Lara Bacalhau, Bruno Miguel Sousa, Daniel Pontes. © 2023. 21 pages.
E-commerce is a business model that allows organizations to explore global markets. The objective of this study is to identify all the key points involved in e-commerce business...
Digital Transformation of the Retail Point of Sale in the Artificial Intelligence Era
Digital Transformation of the Retail Point of Sale in the Artificial Intelligence Era
Victor Santos, Lara Mendes Bacalhau. © 2023. 17 pages.
Digital transformation in the retail industry has led to significant changes in the way that point-of-sale (POS) systems operate. In the artificial intelligence (AI) era, POS...