Rui Cruz

Rui Nunes Cruz is an Assistant Professor at Universidade Europeia in Lisbon since 2001 and Integrated Researcher at UNIDCOM/IADE, has a PhD in Management and Marketing from the University of Sevilla, Spain. He also has a DEA from the same university and an MBA in Strategic Foresight at IESFF, Lisbon. With over 20 years of teaching experience at the service of several higher education institutions in the public and private sector, such as Atlantica University, polytechnic of Setútal and Polytechnic of Lisbon. He has held academic management positions in some of the institutions where he has taught, having been the coordinator of the degree and scientific area at the Universidade Europeia. He was also a member of the Pedagogic and Scientific Councils of the European University for several mandates. He is the regent of several disciplines at IADE faculty. Actually teaches academic master's and global undergraduate programs taught in English and Portuguese in the areas of marketing, logistics & supply chain and Business Management. Also teaches subjects related with marketing and digital marketing in Executive Masters and post-graduation programs. Advisor and Tutor in master´s dissertations in the areas of marketing, digital marketing and entrepreneurship his research interests are in the areas of business strategy, strategic marketing, industrial and services marketing and relationship marketing and he has scientific articles published nationally and internationally and books published in Portugal and Angola. Professionally, he worked in the field of advertising at the service of large international agencies such as Publicis, ITT marketing services and BBDO in Portugal and abroad throughout the 80´s. He was also the marketing director of one of the largest Portuguese banking groups in the 90´s and a business consultant in the areas of strategy and innovation in the first decade of the 21st century.

Publications

Data-Driven Marketing for Strategic Success
Data-Driven Marketing for Strategic Success
Albérico Travassos Rosário, Rui Nunes Cruz, Luis Bettencourt Moniz. © 2024. 459 pages.
In the field of modern marketing, a pivotal challenge emerges as traditional strategies grapple with the complexities of an increasingly data-centric world. Marketers...
Transforming Education: Generative AI and Immediate Engineering in Synthetic Content Creation
Transforming Education: Generative AI and Immediate Engineering in Synthetic Content Creation
Andreia Bem Machado, João Rodrigues dos Santos, António Sacavém, Ramesh Sharma, Rui Nunes Cruz. © 2024. 20 pages.
Generative AI systems are increasingly present in our daily lives, helping us make crucial decisions. They use machine learning algorithms and tools, fed with millions of data...
Introduction to Data-Driven Marketing
Introduction to Data-Driven Marketing
Albérico Travassos Rosário, Rui Cruz, Luis Moniz, José Figueiredo. © 2024. 36 pages.
Data-driven marketing has emerged as a transformative force in modern marketing, leveraging insights from data analysis to inform strategic decision-making. This chapter delves...
Predictive Analytics for Customer Behavior
Predictive Analytics for Customer Behavior
Albérico Travassos Rosário, Rui Cruz, Luis Bettencourt Moniz, Joaquim A. Casaca. © 2024. 36 pages.
Predictive analytics have become indispensable tools for implementing data-driven strategies and decisions. These innovations are used to predict future activities, thereby...
The Impact of Digital Technologies on Marketing and Communication in the Tourism Industry
The Impact of Digital Technologies on Marketing and Communication in the Tourism Industry
Albérico Travassos Rosário, Ricardo Gomes Raimundo, Rui Cruz. © 2022. 13 pages.
The growing openness between regions accompanied by the rising of the tourism industry enhances its importance and the ensuing search for competitive advantages in terms of...
Determinants of Nascent Entrepreneurship Development
Determinants of Nascent Entrepreneurship Development
Albérico Travassos Rosário, Filipa Fernandes, Ricardo Gomes Raimundo, Rui Nunes Cruz. © 2021. 22 pages.
The current international economic crisis, at the moment of writing, will affect global economy and will demand entrepreneurial attitude to seize business opportunities. Nascent...
The Impact of Digital Technologies on Marketing and Communication in the Tourism Industry
The Impact of Digital Technologies on Marketing and Communication in the Tourism Industry
Albérico Travassos Rosário, Ricardo Gomes Raimundo, Rui Cruz. © 2021. 13 pages.
The growing openness between regions accompanied by the rising of the tourism industry enhances its importance and the ensuing search for competitive advantages in terms of...