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Estratégias de comunicação para aumentar a visibilidade e notoriedade da Escola Superior de Saúde do Politécnico do Porto: Relatório de Estágio
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O presente relatório foi elaborado no âmbito do estágio integrado no Mestrado em Assessoria em Comunicação Digital, do Instituto Superior de Contabilidade e Administração do Porto (ISCAP) e tem como principal objetivo a apresentação do estágio realizado na Escola Superior de Saúde (E2S), inserida no Politécnico do Porto.
O estágio foi realizado junto da Equipa do Gabinete de Comunicação, Imagem e Marketing da Escola Superior de Saúde, e incluiu atividades de criação de conteúdos digitais e gestão de redes sociais institucionais, fortalecimento do posicionamento da marca nos media, participação em eventos, implementação de e-mail marketing e manuseamento do website. Ao longo do relatório é possível encontrar trabalhos realizados durante o estágio.
A componente de investigação do estágio teve como foco a perceção dos alunos do 12º ano em relação às licenciaturas oferecidas pela E2S. Para tal, foi adotada uma metodologia de estudo de caso, recorrendo ao inquérito por questionário como instrumento de recolha de dados. O questionário foi aplicado nos eventos Open Campus 2025 e Qualifica 2025 e através de uma ferramenta de e-mail marketing. Os dados foram analisados com recurso ao Statistical Package for the Social Sciences (SPSS).
Apesar das limitações na recolha de respostas, os resultados obtidos permitiram refletir sobre o impacto das estratégias de comunicação aplicadas e delinear caminhos para a sua otimização. Este estágio revelou-se fundamental para o desenvolvimento de competências na área da comunicação digital e para o reforço da visibilidade institucional da Escola Superior de Saúde.
This report was written as part of the Master's Degree in Digital Communication Consultancy at the Porto Accounting and Business School, with the aim of showcasing the internship that took place at The School of Health, part of the Polytechnic of Porto. The internship was carried out with the team from the Communication, Image and Marketing Office at The School of Health, and included activities such as creating digital content and managing institutional social media, strengthening the brand's positioning in the media, taking part in events, implementing e-mail marketing and handling the website. Throughout the report, you can find work carried out during the internship. The research component of the internship was focused on the perception of 12th-year students in relation to the degrees offered by The School of Health. To do this, a case study methodology was adopted, using a questionnaire survey as a data collection tool. The questionnaire was applied at the Open Campus 2025 and Qualifica 2025 events and via an e-mail marketing tool. The data was analysed using SPSS. Despite the limitations in collecting answers, the results obtained made it possible to reflect on the impact of the communication strategies applied and to delineate ways of optimising them. This internship proved to be fundamental for developing skills in the area of digital communication and for strengthening the institutional visibility of The School of Health.
This report was written as part of the Master's Degree in Digital Communication Consultancy at the Porto Accounting and Business School, with the aim of showcasing the internship that took place at The School of Health, part of the Polytechnic of Porto. The internship was carried out with the team from the Communication, Image and Marketing Office at The School of Health, and included activities such as creating digital content and managing institutional social media, strengthening the brand's positioning in the media, taking part in events, implementing e-mail marketing and handling the website. Throughout the report, you can find work carried out during the internship. The research component of the internship was focused on the perception of 12th-year students in relation to the degrees offered by The School of Health. To do this, a case study methodology was adopted, using a questionnaire survey as a data collection tool. The questionnaire was applied at the Open Campus 2025 and Qualifica 2025 events and via an e-mail marketing tool. The data was analysed using SPSS. Despite the limitations in collecting answers, the results obtained made it possible to reflect on the impact of the communication strategies applied and to delineate ways of optimising them. This internship proved to be fundamental for developing skills in the area of digital communication and for strengthening the institutional visibility of The School of Health.
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Estágio Comunicação digital Escola Superior de Saúde E2S Redes sociais E-mail marketing Website Intership Digital communication The School of Health