Banca de DEFESA: ROGERIO GOMES DE MELO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : ROGERIO GOMES DE MELO
DATE: 24/03/2026
TIME: 09:00
LOCAL: https://meet.google.com/jeq-cuqc-hkx
TITLE:

DATA-DRIVEN MANAGEMENT APPLIED TO INSTITUTIONAL BRANDING DESIGN: A Case Study of the 30 Years of the Trilhas Potiguares Program

 

 

KEY WORDS:

Trilhas Potiguares Program, Data-Driven Management; Institutional Branding; University Extension; Information Science.

 

PAGES: 186
BIG AREA: Ciências Sociais Aplicadas
AREA: Ciência da Informação
SUMMARY:

This study presents applied research that investigates the use of data-driven management as a methodological basis for institutional branding in the public sector. The study takes as its case the Trilhas Potiguares Program (PTP) of the Dean of Extension at the Federal University of Rio Grande do Norte (Pro-ex/UFRN), which in 2026 will complete three decades of extension work in municipalities with up to 15,000 inhabitants in the state of Rio Grande do Norte (RN). The central problem lies in the need to convert historical textual data from the PTP—a significant volume of project summaries stored in the Integrated Academic Activities Management System (SIGAA) between 2004 and 2025—into strategic knowledge for the creation of a commemorative seal. The main objective was, therefore, to develop this visual identity based on a graphic synthesis informed by evidence extracted from the program's own documentary trajectory. The methodology adopted a mixed approach, configured as a single and instrumental case study (STAKE, 1995; YIN, 2015). The corpus consisted of summaries of all PTP projects during the period (N=327 texts). The analysis combined quantitative and qualitative techniques: 1) Quantitative analysis of textual data with IRAMUTEQ software, using Descending Hierarchical Classification (DHC) and Similarity Analysis; 2) Qualitative interpretation of the results in light of a theoretical framework that articulates knowledge management (CHOO, 2003), social constructionism (FREIRE, 1977), and institutional branding (AAKER, 1996). The results of text mining revealed the semantic architecture of the PTP's self-representation, organized into three main thematic classes: Dialogue of Knowledge (48.6%), Solidarity-based Economic Development (32.4%), and Environmental Sustainability (19.1%). The similarity analysis demonstrated the centrality of the term “program” in the lexical network, densely connecting “university,” “extension,” and “community.” These empirically derived conceptual axes provided the substantive basis for the seal's design decisions, guiding the choice of visual elements that seek to graphically translate the program's identity and values. It is concluded that the data-driven approach allows overcoming the intuitive subjectivity common in visual identity projects, offering an auditable decision-making process based on documentary evidence. The research offers a replicable methodological model for the strategic management of informational assets in the context of branding public policies and extension actions. The resulting commemorative seal is conceived as a synthetic informational artifact, which materializes in a visual sign the collective memory and social impact built over 30 years of university extension of the PTP.

COMMITTEE MEMBERS:
Interno - ***.920.364-** - ANDRÉ LUIZ DIAS DE FRANÇA - UFPB
Externa à Instituição - DENISE FUKUMI TSUNODA
Presidente - 1225081 - LUCIANA DE ALBUQUERQUE MOREIRA