Rui Cruz

About

Rui Cruz is an Adjunct Professor at Instituto Superior de Educação e Ciências in Portugal. His research areas include simulation-based learning, problem-based learning, and challenge-based learning in business education. He is also focused on data-driven marketing, generative AI in education, and the intersection of marketing and health knowledge management. His recent publications contribute to understanding mobile marketing adoption among university students and the impact of internal marketing on organizational objectives and customer satisfaction.