Banca de QUALIFICAÇÃO: ANDRE LUIS VERAS DE SANDES FREITAS

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : ANDRE LUIS VERAS DE SANDES FREITAS
DATE: 24/10/2025
TIME: 14:00
LOCAL: Videoconferência pelo link: https://meet.google.com/rzv-bzqq-adq
TITLE:

A Proposal for Communication of the Strategy Based on Lean Principles for the Federal University of Rio Grande do Norte (UFRN)

KEY WORDS:

Balanced scorecard; strategy communication; lean thinking; federal universities

PAGES: 32
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUBÁREA: Administração Pública
SUMMARY:

The research aims to propose and validate a Lean framework for strategic communication for the Federal University of Rio Grande do Norte (UFRN), based on the principles of lean thinking and aimed at strengthening staff engagement. The rationale is the need to overcome the traditional logic of communication plans, which are often normative and poorly adaptable, in favor of a more agile, visual, and iterative model capable of sustaining cycles of improvement in the continuity of the institutional strategy. The theoretical framework articulates Strategic Management (Balanced Scorecard - BSC), organizational communication, employee engagement, and Lean thinking in the public sector—fields recently explored jointly at Federal Higher Education Institutions (IFES). Methodologically, Design Science Research (DSR) is adopted, with an applied approach, predominantly qualitative, and supported by quantitative data. The process includes diagnosis (document analysis, interviews, and survey), artifact construction, and empirical evaluation through a focus group and pilot test at UFRN. Validation will be based on criteria of usefulness, usability, and predictability, with indicators such as message clarity, communication cycle rhythm, and ongoing engagement. The expected practical contribution will be the delivery of a plan based on Lean thinking, replicable to other public institutions, especially IFES, strengthening results-based management and optimizing public resources. The academic contribution lies in advancing applied literature, offering a theoretical-empirical framework that broadens understanding of the integration of Lean, BSC, and communication in university contexts.

COMMITTEE MEMBERS:
Presidente - 1696802 - JOSUÉ VITOR DE MEDEIROS JÚNIOR
Externo à Instituição - MILER FRANCO D ANJOUR - IFRN
Externo à Instituição - ROBISOM DAMASCENO CALADO
Interno - 4579763 - SEBASTIAN FAUSTINO PEREIRA