José Morais da Silva holds a degree in Marketing, Advertising and Public Relations from ISLA - Instituto Superior de Linguas e Administração de Lisboa (currently Universidade Europeia - Lisboa), a Master's in Psychology of Emotions from ISCTE - Instituto Universitário de Lisboa, with specialization in Subliminal Communication and holds a PhD in Communication Sciences from Universidade Católica Portuguesa de Lisboa, with specialization in Non-verbal Communication. He investigates in the line “Media, Technology and Contexts”. His main areas of interest are the Sciences of Communication, Marketing and Advertising and the Science of Consumer Behaviour. He has developed specialization in the areas of Digital Marketing, where he teaches in the Bachelor's, Master's and Executive Education programs. He masters SEO, SEM and SEA techniques and masters online Business Models. Complementarily to teaching, he works as a consultant in the area of Business Development, Digital Transformation and Strategic Communication. In addition to the university world, José practices sports very regularly, loves his daughter and his family and is a vegetarian by choice.