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

The main streams
  • Marketing
  • Design
Topics for submission

Examples of presentation topics supporting these streams, singularly or in combination, but are not limited to:

Environmental Design

Brands and branding

Business design management

Communication design and Marketing

Corporate design and management

Creativity and Co-creation

Customer Relationship Management

Design management

Design Thinking

Digital Marketing and Social Media

Innovative and Human-centered processes

Interaction Design

Marketing and Design

Product/service design and Marketing

Smart cities

Important dates

The call for academic research papers is open

Oral presentations in Portuguese, Spanish and English

Papers in English

Registration fees for 2018
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

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)

  • Marzieh Allahdadi
  • Maryam Eskandarifar
  • Sara Taravati
  • Jahangir Hosienpour

Pars University

  • Maryam Zare
  • Fatemeh Pazooki
  • Sadjad Jahanshahi

Design and marketing:

  • Vladislav Shvedchikov
    ( Master of Marketing Management – FE UAlg )
Scientific Committee
  • Abdolreza Mohseni (Pars University)
  • 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)
  • 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)
  • 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)
  • Maria Caeiro (University of Algarve)
  • Marisa Cesário (University of Algarve)
  • Marisol Correia (University of Algarve)
  • Marta Silvério (University of Évora)
  • Mehrnoosh Ghazanfari (Pars University)

  • 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 (Universidade Beira Interior)
  • 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)
  • Pedro Oliveira (Universidade Europeia )
  • Pedro Quelhas Brito (University of Porto)
  • Ricardo Rodrigues (Universidade Beira Interior)
  • Rui Costa (Universidade de Aveiro)
  • Saeed Zohari Anboohi (Islamic Azad University)
  • Seyed Hashem Mosaddad (Iran University of Science and Technology)
  • Siavash Rafiei (Pars University)
  • Sílvia Fernandes (University of Algarve)
  • Vera Barradas (Polytechnic Institute of Porto)
  • Yasaman Khodadadeh (University of Tehran)

Keynote speakers

Norberto Chaves


Mahmood Golabchi


Jörg Henseler



Plenary sessions


Parallel Sessions


Workshop Executives


Publication Opportunities

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


Faculdade de Economia UALG

Rua Manuel Teixeira Gomes, Faro   +351 289 800 100

More info

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Venue information

Partner of "CHAVES-BELLUCCIA Branding Comunicación y Marca" (Barcelona-Buenos Aires).
Experts in Corporate Image and advisors of companies and institutions in strategies and programs in identity and communication.
Former Head of the Pedagogical Department and Professor of the Faculty of Architecture and Urbanism (UBA) and Escola EINA (Barcelona).
Visiting professor at design and architecture schools and universities in Spain and Latin America.
Author of essays on architecture, design, and communication.
Advisor in projects of institutional image of public organisms.
Jury in prizes and design competitions (Spain and European Union).
Advisor of organizations of the Spanish State in design promotion.

Lack of training of directors in strategic design management: the case of branding.

The expertise of managers responsible for design management varies according to the specialization and development of each organization.

This unequal management capacity is observed even within the same entity; for example, an excellent industrial design management and a faulty brand management.

Branding is an example of this dysfunction, with serious errors in graphic design, even in big corporations. Directors' education lacks knowledge of design management and this can be a challenge for business schools.


Prof. Golabchi (Mahmood Golabchi), is a Full Professor of Architectural Technology at University of Tehran, School of Architecture and the Rector of Pars University. He is also the head of the UNESCO Chair in Islamic Architecture, Technology and Intercultural Dialogue.

Design and Marketing: Intuitively Independent, Inherently Intertwined.

Design and Marketing were considered as completely independent concepts with different functions. Much of this belief was fuelled by the different mind-sets that they bring to approaching a problem, as well as their focus on the end-user as an individual. But in fact, they are so inherently intertwined and it is difficult to separate them from each other.

Each of these disciplines has its own procedures, approaches, and processes to solve problems of the businesses and respond to the needs of individuals. However, in many constructs and concepts, both disciplines have intersections and even overlaps, but in different languages.

Therefore, in order to better understand the differences and intersections of design and marketing, I would like to get help from an economic concept that both disciplines played an important role in its formation and development which is called "Bāzār".


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.