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Abstract(s)
Este 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).
O estágio foi realizado no Gabinete de Comunicação, Imagem e Marketing (GCIM) da
Escola Superior de Saúde (ESS) do Politécnico do Porto (P.PORTO), com o objetivo de
melhorar a comunicação digital da escola tendo em vista o alcance dos objetivos
organizacionais.
Com base na necessidade de reestruturar a comunicação digital foram definidos objetivos,
nomeadamente: aumentar a notoriedade da ESS e propor conteúdos e estratégias
adaptadas à realidade da instituição.
Para isso, o estudo do público-alvo tornou-se relevante para perceber de que forma a
comunicação digital da ESS é percebida por este.
A metodologia adotada consistiu numa abordagem de natureza qualitativa e quantitativa
com recurso a um estudo de caso realizado por meio de um questionário online aos
estudantes, funcionários docentes e não docentes da ESS|P.PORTO.
Por fim, este trabalho termina com uma apreciação crítica de todo o trabalho
desenvolvido, bem como algumas observações sobre o mesmo.
This report was prepared within the framework of the integrated internship - Advisory in Digital Communication master's degree at the Porto Accounting and Business School (ISCAP). This internship was carried out at the Communication, Image and Marketing Office (GCIM) School of Health (ESS) of the Polytechnic of Porto (P.PORTO), with the aim of improving the school’s digital communication in order to achieve the organizational objectives. Based on the need to restructure the digital communication were defined objectives such as: increasing the ESS’s awareness and proposing content and strategies adapted to the Institution’s reality. Therefore, the study of the target audience becomes relevant to understand how ESS’s digital communication is perceived by it. The methodology adopted consisted of a qualitative and quantitative approach using a case study carried out through an online questionnaire made for students, teaching and non-teaching staff off ESS|P.PORTO. Finally, this work ends with a critical appreciation of how it was developed, as well as some observations about it.
This report was prepared within the framework of the integrated internship - Advisory in Digital Communication master's degree at the Porto Accounting and Business School (ISCAP). This internship was carried out at the Communication, Image and Marketing Office (GCIM) School of Health (ESS) of the Polytechnic of Porto (P.PORTO), with the aim of improving the school’s digital communication in order to achieve the organizational objectives. Based on the need to restructure the digital communication were defined objectives such as: increasing the ESS’s awareness and proposing content and strategies adapted to the Institution’s reality. Therefore, the study of the target audience becomes relevant to understand how ESS’s digital communication is perceived by it. The methodology adopted consisted of a qualitative and quantitative approach using a case study carried out through an online questionnaire made for students, teaching and non-teaching staff off ESS|P.PORTO. Finally, this work ends with a critical appreciation of how it was developed, as well as some observations about it.
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Keywords
Comunicação digital Redes sociais Copywriting Estratégias E-mail marketing Digital communication Strategies E-mail marketing Social networks