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This study aimed to develop a strategic marketing plan for the Polytechnic University of Viana do Castelo. The methodology applied was a questionnaire survey applied in person to the students of the Polytechnic University of Viana do Castelo, during the class period. A total of 1762 valid responses were obtained. Although some answers indicate the necessary improvements to be made, most respondents are satisfied with the UPVC, pointing it out as young, welcoming and accessible higher education institution.

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This study presents a qualitative investigation into the current marketing and communication practices of the amateur sports modalities at Futebol Clube do Porto. Through structured exploratory interviews with key stakeholders, including the club’s marketing director, the marketing manager for the modalities, a player, a coach, and a club member, the research identified existing strengths, challenges, and critical gaps within their marketing efforts. The findings underscored specific areas for improvement, such as the need for dedicated marketing personnel, optimized digital engagement strategies, and innovative content creation. This study provides a robust foundation, offering nuanced guidance and critical insights that directly support a comprehensive digital marketing plan for the club’s diverse sports modalities. Ultimately, these conclusions aim to enable more effective communication, enhanced visibility, and stronger fan loyalty, thereby contributing to the sustained success and recognition of FC Porto’s non-football sports nationally and internationally.

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Corporate Social Responsibility (CSR) has consolidated itself as one of the strategic pillars of organizations, influencing reputation, competitiveness, and the relationship with consumers. This study examines the attitudes of Generations X, Y, and Z towards CSR practices, exploring the impact of these perceptions on purchase intention. In addition, it investigates the perception of the greenwashing phenomenon, with a particular focus on Generation Z, which is often considered more sensitive to sustainability issues. The research adopted a quantitative approach through an online questionnaire administered to 223 respondents, of which 218 were considered valid and distributed across the three generations under analysis (1965–2009). Data were processed using SPSS software, allowing the evaluation of knowledge levels, attitudes, and the influence of CSR on consumer behavior. The results show that Generation X demonstrates greater knowledge of CSR practices, while Generation Z reveals comparatively lower levels of concern. Generation Y displays balanced and consistent values across the different dimensions studied. These findings contribute to the intergenerational understanding of the relationship between CSR, trust, and purchase intention, offering relevant insights for companies and marketing professionals in designing ethical and differentiating strategies.

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In the context of Strategic Governance in Public Administration (SGPA) aimed at promoting Digital Transformation and Innovation, and improving the quality of services made available to citizens, this work proposes the design and specification of an open-source, citizen-centered application architecture to support SGPA, leveraging Generative Artificial Intelligence (AI) approaches. Based on a literature review and highlighting the lack of fully open-source virtual assistant (chatbot) solutions for SGPA, this work, in addition to the review, presents a prototype that adopts a hybrid AI approach for the development of chatbots tailored to SGPA purposes. It combines rule-based methods for quick responses with Large Language Models and Retrieval-Augmented Generation to improve accuracy in responding to complex queries. To encourage future research in this field, the code and pre-trained models are available in a public GitHub repository.