António Cardoso has a Post-Doctorate in Management and Digital Transformation (U. Vigo – SP), a Ph.D. in Engineering: Management and Design (U. Minho), a Master's degree in Design and Marketing (U. Minho), and a Bachelor's degree in Marketing (UFP). He is an Associate Professor in the Faculty of Humanities and Social Sciences at the University Fernando Pessoa (Porto, Portugal), Department of Communication and Department of Business Sciences, where he has taught since 1993, having assumed several coordination of study cycles (undergraduate, master's, and MBA). He is a member of several scientific bodies (pedagogical and scientific advice). He teaches, conducts research, and has published in the areas of management, marketing, branding, tourism, communication, entrepreneurship, and innovation. He currently coordinates the MBA program in Marketing.