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 Degree (2013-April 2021) and is currently the director of this Bachelor. 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. CIÊNCIA ID 291E-C593-4D04 (https://www.cienciavitae.pt/pt/291E-C593-4D04); ORCID ID 0000-0001-9674-4167 (https://orcid.org/0000-0001-9674-4167; Scopus ID 58305757100 (https://www.scopus.com/authid/detail.uri?authorId=58305757100); Researcher ID (Web of Science): JVD-7987-2023 (https://www.webofscience.com/wos/author/record/JVD-7987-2023); Scholar Google ID T5NCdeIAAAAJ&hl=pt-PT (https://scholar.google.com/citations?user=T5NCdeIAAAAJ&hl=pt-PT); ResearchGate https://www.researchgate.net/profile/Lara-Mendes-2/publications; Investigadora Integrada CEOS.PP https://www.ceos.iscap.ipp.pt/polo-coimbra-1/lara-mendes