Católica Porto School of Business and Economics puts human capabilities at the centre of its new international positioning
Católica Porto Business School, based in Porto, is adopting a new name and a renewed international positioning, placing human capabilities at the heart of its response to the accelerating impact of artificial intelligence and technology on business and society.
From Tuesday, the Porto-based
institution will operate as Católica Porto School of Business and Economics,
a change intended to reflect the evolution of the School and reinforce its international
ambitions across education, research and engagement with organisations and
society.
The rebranding comes at a
time when technological change is reshaping the skills required of business
leaders and organisations. Rather than positioning technology as the defining
force of the future, the School is placing greater emphasis on capabilities
it considers fundamentally human - from critical thinking and
creativity to ethical judgement, empathy, collaboration and responsible
decision-making.
The idea is encapsulated in
the new positioning, "Irreplaceable Humans”.
"Technology is profoundly
transforming the way we live, work and make decisions. But the future will not
be defined by technology alone; it will be shaped by people capable of giving
it purpose and putting it at the service of the common good,” says João
Pinto, Director of Católica Porto School of Business and Economics.
The new positioning is
intended to articulate the School’s broader view of business education: that technological
and technical expertise must be accompanied by the ability to interpret
complexity, exercise judgement and lead responsibly.
"Irreplaceable Humans’
translates what we believe in and what we seek to develop in our students and
participants: technical excellence, critical thinking, creativity, ethics,
empathy and collaboration, together with responsibility in decision-making and
holistic personal development,” João Pinto says.
For the School, these capabilities
will remain critical to the development of leaders and organisations
able not only to adapt to change, but also to shape it.
The new identity also seeks
to strengthen the visibility of Católica Porto School of Business and
Economics’ academic and research activities. Its portfolio includes
undergraduate and postgraduate degrees, doctoral programmes and executive
education, complemented by applied research developed in collaboration with
organisations.
The School’s educational
model continues to place emphasis on close relationships between
students and faculty, combining academic rigour and research with
strong links to the business community and the broader development of the
individual.
The rebranding strategy,
creative concept and advertising campaign were developed by Saint
Pirate, a Portuguese strategy and creative agency, together with El-Hey,
a Portuguese creative and audiovisual production studio. Right Zero
was responsible for the specific Paid Media Digital strategy.
The change in identity comes
as the Porto-based business school continues to strengthen its
international positioning. Católica Porto School of Business and
Economics holds Triple Crown accreditation, placing it among a
select group of business schools worldwide, and is represented in five
Financial Times rankings.
With "Irreplaceable Humans”, the
School is therefore seeking to make a broader statement about the role of
business education in an increasingly automated economy: technological
competence may determine what organisations can do, but human judgement,
responsibility and purpose will continue to influence what they choose to do,
and why.
