Banca de QUALIFICAÇÃO: PRISCILA NOGUEIRA KRUGER KRAMER

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : PRISCILA NOGUEIRA KRUGER KRAMER
DATE: 28/10/2025
TIME: 10:00
LOCAL: remota (via meet)
TITLE:

THE IMPACT OF COMMUNICATION PLANNING ON THE ADMISSION OF NEW STUDENTS IN PUBLIC UNIVERSITIES: STRATEGIES TO OPTIMIZE ENROLLMENTS IN UNDERGRADUATE COURSES VIA THE ENEM/SISU SYSTEM

KEY WORDS:

Organizational communication, Communication planning, SiSU, Student admission, Public universities.

PAGES: 67
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Relações Públicas e Propaganda
SUMMARY:

The research, "The Impact of Communication Planning on New Student Admissions to Public Universities: Strategies to Optimize Undergraduate Enrollment via the Enem/Sisu System," analyzes how organizational communication planning and management can influence the efficiency of the enrollment process at public higher education institutions. Based on the hypothesis that well-structured communication strategies contribute to increasing the number of candidates effectively enrolled, the study seeks to propose a communication protocol applicable to the Enem/Sisu context. The methodology combines quantitative analysis of data from the Sisu Management system and a qualitative approach through a structured questionnaire with students enrolled at a higher education institution. The exploratory and descriptive work adopts the case study method and is based on theories of Organizational Communication, Strategic Planning, and Institutional Image Management. The partial results indicate that integrated communication actions based on institutional identity strengthen the public perception of universities and favor increased student enrollment. It is hoped that the developed protocol can be replicated in other Brazilian public universities, contributing to more efficient and strategic communication in higher education.

COMMITTEE MEMBERS:
Interno - 1789369 - BRENO DA SILVA CARVALHO
Externo à Instituição - FRANCISCO DANTAS DE MEDEIROS NETO - UERN
Externo à Instituição - JOSÉ RICARDO DA SILVEIRA - UERN
Presidente - 1319361 - JUCIANO DE SOUSA LACERDA