on marketing
and design
and challenges

18th and 19th of October, 2018
Faro, Portugal

Conference overview

Conference mission

Introducing transdisciplinary approaches to design and marketing with an emphasis on the common touch-points (business models, markets, organizations, culture, cities and environments).

Aims of the conference
  • To establish a new dialogue among researchers, designers, managers, marketers and leaders;
  • To establish a bridge between theory and practice;
  • To achieve new consensus and to create synergies.
Who should attend?
  • Researchers
  • Design and Marketing practitioners
  • Educators
  • Entrepreneurs and Business leaders
  • Students
  • Others

Call for Papers

Full paper submission is closed.

The deadline for full paper submission ended on July 31, 2018.

The early bird registration for ICMD18 is closed.

Publication Opportunities

The conference offers the opportunity of publishing in several indexed journals (e.g, ISI, Scopus, ESCI).

Important dates

The call for full papers is closed

Oral presentations in Portuguese, Spanish and English

Papers in English

Registration fees for 2018
Payment Information

Entity name: Association Only4search

University of Algarve, Gambelas Campus, Building 7, 8005-139, Faro, Portugal

VAT Number: PT509 889 700 


IBAN: PT50 0035 0205 00013765 53054

Swift Code (BIC): CGDIPTPL

Author Guidelines

Open link to check guidelines

General conditions
Reviewing policy

The papers will be accepted on the double blind review basis made by the members of the Scientific Advisory Board. The review criteria will be the novelty and level of contribution, validity of conclusions, industrial or application perspective and formal qualities of the contribution. Selected papers will be published in the Book of the Conference and some papers will be recommended for publication in a special number of the Journal of Spatial and Organizational Dynamics (CIEO)


Organizing Committee

Universidade do Algarve – FE

  • Manuela Guerreiro (Chair)
  • Júlio Mendes
  • Bernardete Sequeira
  • Patrícia Pinto
  • Magda Wikesjö
  • Filipe Da Lage
  • Armita Serajzahedi
  • Homayoun Golestaneh
  • Pooyan Sedarati
  • Emília Madeira

Universidade do Algarve – ESEC

  • António Lacerda (Chair)
  • Maria Caeiro

Universidade do Algarve – ESGHT

  • Cláudia Henriques
  • Nelson Matos

AFAM Arts Ins. (Secretariat of the Conference in Iran)

  • Maryam Eskandarifar
  • Jahangir Hosienpour
  • Nariman Parineh
  • Nima Safdarian
  • Sara Taravati

Pars University

  • Maryam Zare
  • Fatemeh Pazooki
  • Sadjad Jahanshahi

Design and marketing:

  • Vladislav Shvedchikov
    ( Master of Marketing Management – FE UAlg )

Secretariat and marketing:

  • Ana Bender
    ( Master of Marketing Management – FE UAlg )
Honor Committee
  • Prof. Jafar Jafari
  • Prof. Norberto Chaves
Scientific Committee
  • Abdolreza Mohseni (Pars University)
  • Afshin Amouzadeh (University of Gilan)
  • Ahad Ravanjou (University of Sepahan)
  • Nader Broumand (University of Nieshabour)
  • Alector Ribeiro (University of Surrey)
  • Alireza Azhdari (University of Tehran)
  • Álvaro Sousa (University of Aveiro)
  • Ana Brochado (University Institute of Lisbon)
  • Ana Cláudia Campos (University of Algarve)
  • Andriew Lim (Hospitality Business School, NL)
  • Androniki Kavoura (University of West Attica)
  • António Carrizo (University of Aveiro)
  • António Lacerda (University of Algarve)
  • Arnaldo Coelho (University of Coimbra)
  • Bernardete Sequeira (University of Algarve)
  • Carlos Afonso (University of Algarve)
  • Carlos Sousa (University of Algarve)
  • Cátia RijoI (Lisbon Polytechnic Institute)
  • Célia Ramos (University of Algarve)
  • Cláudia Henriques (University of Algarve)
  • Daniel Raposo (Polytechnic Institute of Castelo Branco)
  • Dora Agapito (University of Lincoln)
  • Durdana Ozretic Dosen (University of Zagreb)
  • Edar da Silva Añaña (Federal University of Pelotas)
  • Eugénia Ferreira (University of Algarve)
  • Fatemeh Kateb (Alzahra University)
  • Fernando Moreira da Silva (Lisbon University)
  • Francisco Paiva (Universidade Beira Interior)
  • Gernot Heisenberg (TH Köln – University of Applied Sciences)
  • Jan Kramoliš (Tomas Bata University in Zlín)

  • Javier Ramon Perez Aranda (University of Malaga)
  • Jamshid Emami (University of Tehran)
  • João Filipe Marques (University of Algarve)
  • João Neves (Polytechnic Institute of Castelo Branco)
  • José SilvaI (Polytechnic Institute of Castelo Branco)
  • José Ramón Saura (University Rey Juan Carlos, Espanha)
  • Jurica Pavicic (University of Zagreb)
  • Júlio Mendes (University of Algarve)
  • Hartmut Holzmuller (TU Dortmund University)
  • Hassan Sadeghi Naeini (Iran University of Science and Technology)
  • Helena Barbosa (Universidade de Aveiro)
  • Helena Alves – (Universidade Beira Interior)
  • Katayoun Taghizadeh Azari (University of Tehran)
  • Luís Flores (UNIVALI)
  • Luísa Barreto (ESAD – Polytechnic of Leiria)
  • Luis Pereira (University of Algarve)
  • Manuela Guerreiro (University of Algarve)
  • Marco Aurélio Petrelli (UNIVALI)
  • Margarida Santos (University of Algarve)
  • Margarida Viegas (University of Algarve)
  • Maria Caeiro (University of Algarve)
  • Marisa Cesário (University of Algarve)
  • Marisol Correia (University of Algarve)
  • Marta Silvério (University of Évora)
  • Mehrnoosh Ghazanfari (Pars University)
  • Miguel Ángel Sánchez Jiménez (Universidad de Cádiz)
  • Mohammad Sharifi (University of Isfahan, Iran)

    • Mónica Romãozinho (Polytechnic Institute of Castelo Branco)

  • Nasser Koleini Mamaghani (Iran University of Science and Technology)
  • Nelson Matos (University of Algarve)
  • Nevenca Čavlek (University of Zagreb)
  • Nicolau de Almeida (Polytechnic Institute of Porto)
  • Nuno Baptista (Lisbon Polytechnic Institute)
  • Nuno Martins (Polytechnic Institute of Cávado and Ave)
  • Pablo Limberger (UNIVALI)
  • Paula Tavares (Polytechnic Institute of Cávado and Ave)
  • Paulo Duarte (Universidade Beira Interior)
  • Paulo Rita (University Institute of Lisbon)
  • Patrícia Pinto (University of Algarve)
  • Patricia P. Iglesias Sánchez (Universidad Málaga)
  • Pedro Oliveira (Universidade Europeia )
  • Pedro Palos (Universidad Sevilla )
  • Pedro Quelhas Brito (University of Porto)
  • Ricardo Rodrigues (Universidade Beira Interior)
  • Rui Costa (Universidade de Aveiro)
  • Saeed Zohari Anboohi (Islamic Azad University)
  • Samereh Kazemi (University of Science and Technology)
  • Seyed Hashem Mosaddad (Iran University of Science and Technology)
  • Shahab Nazari (North Carolina State University, USA)
  • Siavash Rafiei (Pars University)
  • Sílvia Fernandes (University of Algarve)
  • Vera Barradas (Polytechnic Institute of Porto)
  • Yahya Khonsari (University of Nieshabour)
  • Yasaman Khodadadeh (University of Tehran)

Keynote speakers

Hassan Sadeghi



Jörg Henseler



Pedro Gomes


Carsten Baumgarth




18th of October

09:00 – Registration

09:30 – Welcome session

10:00 – Keynote speaker (Jörg Henseler)

11:00 – Coffee break

11:30 – 13:00 Parallel Sessions (Sessions A, B & C)

12:45 – 14:00 – Lunch

14:30 – 15:30 – Keynote speaker (Pedro Gomes)

15:30 – Coffee break

15:30 – 17:30 Parallel Sessions (Sessions D, E & F)

20:00 – Conference dinner

19th of October

09:00 – Registration

09:30 – Keynote speaker (Carsten Baumgarth)

10:30 – 11:00 – Coffee break

11:30 – 13:00 Parallel Sessions (Sessions G, H & I)

12:45 – 14:00 – Lunch

14:00 – 15:00 – Keynote speaker (Hassan Sadeghi)

15:00 – 15:30 – Coffee break

15:30 – 17:30 Parallel Sessions (Sessions J, K & L)

17:00 – 17:15 – Closing session


Armita Serajzahedi

Color in Design and Marketing


Faculdade de Economia UALG

Rua Manuel Teixeira Gomes, Faro   +351 289 800 100

More info

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Venue information

Accommodation in Faro

The following hotels offer special rates for the ICMD conference attendees. The conference organizing committee is not responsible for hotel bookings and cancellations.

To make your hotel reservation, please contact directly the official housing partners through email, reservation form or telephone contact and mention the participation in the conference.


Hotel Eva – Hotel par excellence of ICMD conference

Hotel Faro – Website:

Best Western Hotel Dom Bernardo – Website:

Aqua Ria Boutique Hotel – Website:

Hotel Mónaco – Website:

Ibis Faro Algarve – Website:

Aeromar – Beach of Faro – Website:


1878 Hostel Faro – Website:

Hostel 33 – Website:

Hostellicious – Website:

Hassan Sadeghi Naeini is an Associate Professor of Industrial Design Department at Iran University of Science & Technology (IUST). His expertise is ergonomics in design. He has been teaching ergonomics for industrial design students, interior Architecture for about two decades. He is also the deputy of Iranian Association of Industrial design lecturers. During the last two decades, he has presented some of his research works at some international conferences and workshops. During 2009-2011 he was hired by UPM (an international university) in Malaysia, and last year he was working at KTH-Stockholm as a visiting researcher. His current research focuses on ergonomics and sustainability. Hassan has been managing some sorts of industrial ergonomics projects at some well-known manufacturing companies in Iran in which cost-benefit studies are the core of his ergonomics interventions.

ErgoSustaiNomics: Making a synergistic collaboration between Marketing and Design

Ergonomics as a multidisciplinary science concerns with human being and performance. Health and productivity are known as dual goals of ergonomics. Considering a wide range of Ergonomics scope, this file of study is able to play a critical role as an effective bridge between Design, Management, and Economics. Besides, sustainability as a global pledge should not be ignored not only in marketing but also in design. In this regards merging these two mentioned firms make an appropriated collaboration between economics and design. The author named this new paradigm as “ErgoSustaiNomics” in which ergonomic design, productivity and three main aspects of sustainability are focused. In this regards, as ErgoSustaiNomics concerns with some different aspects of design, sustainability, and productivity, it seems this integrated approach is able to make a firm association between economics and product/services design.


Jörg Henseler is Professor of Product-Market Relations and head of the Department of Design, Production & Management at the Faculty of Engineering Technology of the University of Twente, Enschede, The Netherlands; Visiting Professor at NOVA Information Management School, Universidade Nova de Lisboa, Portugal; and Distinguished Invited Professor in the Department of Business Administration and Marketing at the University of Seville, Spain. His current research focuses on bridging market and design research. His work has been published in International Journal of Research in Marketing, Journal of the Academy of Marketing Science, MIS Quarterly, and Organizational Research Methods, among others.

Being Rigorous and Relevant: On the Interplay of Marketing and Design Research
Marketing as a social science studies phenomena of the current world and tries to answer questions like ‘How do value creation and exchange take place?’ In contrast, design is a science of the artificial, trying to answer questions like ‘How can the world be changed?’ While marketing research has been losing relevance for business practice, design research is struggling to become a science as rigorous as more traditional scientific disciplines. Why not join forces? Adopting design thinking and design methods, marketing can become more relevant. Using principles and methods of marketing research, design research can become more rigorous.


Global Award Winning, working for 5 continents in a unique merge between consultancy, education and training, PGD proudly works from Portugal to the world, with love.
  With core expertise in industries like consumer products, robotics, retail, IOT, furniture, healthcare and education, PGD has been working with clients around the world in deep system thinking programs that merge the best of business strategy, design, branding, marketing, industrial design and communication.
The workshop will be delivered by PGD’s leadership team Pedro Gomes, Pedro Monteiro e Ricardo Rafael.
Ready for what’s next?


Design, Marketing, Technology & Humans - Driving Holistic Innovation


Living in an era where there are less and less boundaries between physical and digital and brands and consumers, we'll open a discussion and share PGD industry case studies on how organizations can leverage the best from a holistic strategy mindset (Design, Marketing, Technology & Humans) that can drive transformational multidisciplinary, end-to-end innovation

Carsten Baumgarth has been Professor of Marketing and Brand Management at the Berlin School of Economics and Law (Germany) since 2010. He has published more than 350 papers and books with a focus on brand management, B2B marketing, sustainable marketing, arts marketing and empirical methods. His work has been published in Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, Journal of Product & Brand Management, Journal of Brand Management and International Journal of Arts Management among others. In 2018, he edited a special issue on the collaboration between brands and arts (Journal of Product & Brand Management). He has won more than ten best paper awards.



Color explosion meets RAL 4010 – Boundary points and collaborations of arts and brands
Arts and brands are two worlds with different mindsets, values, goals and routines. However, in the past as well in the present a lot of brands have collaborated with the art sector and artists. The presentation discusses the different types and the potential of collaboration between arts and brands. Based on a short historical overview, the keynote presents with Inspiration, Insights, Identity and Image four fields for arts-brand-collaborations. The keynote finishes with a snapshot of the success factors of arts-brand-collaborations and the presentation of ideas for further research.


“Color in Design and Marketing”


Armita Serajzahedi,
Designer, Scholar and University Lecturer,


Importance of Color;
Color Communications;
Color Theory Review;
Colors’ Connotation;
Design and Marketing;
Color References;
Research about Color;
Color in Practice (Color discussions in design for the market and creative exercises to
choose colors for different topics).


Half-day, 3-4 Hours, 9:30-12:30.




Armita Serajzahedi is a design scholar and university lecturer at Iran University of Science and Technology and Pars University. Her current research focuses on higher education branding in design universities and institutes. She recently published an EBook about “Color in Design”.