Banca de QUALIFICAÇÃO: ROGERIO GOMES DE MELO

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : ROGERIO GOMES DE MELO
DATE: 06/05/2025
TIME: 14:30
LOCAL: https://meet.google.com/rtv-rkpq-beb
TITLE:

Data-Driven Management Applied to Branding Design: A Case Study of the 30 Years of the Trilhas Potiguares Program (UFRN Extension Program)

 

KEY WORDS:

Data-driven management; Trilhas Potiguares Program; Visual identity; Social responsibility; Information Science

PAGES: 61
BIG AREA: Ciências Sociais Aplicadas
AREA: Ciência da Informação
SUMMARY:

This study investigates the application of data-driven management in the creation of a commemorative seal for the 30th anniversary of the Trilhas Potiguares Program (PTP), linked to the Federal University of Rio Grande do Norte (UFRN). The research addresses the challenge of transforming large volumes of historical data—particularly Experience Reports produced between 2019 and 2024—into strategic knowledge to support the graphic synthesis of the seal, which aims to communicate the sociocultural impact of the program in municipalities of Rio Grande do Norte with up to 15,000 inhabitants. The methodology adopts a qualitative-quantitative approach, integrating text mining techniques (via IRAMUTEQ software), content analysis, and participatory validation through focus groups with communities and managers. The theoretical framework combines concepts of knowledge management (Choo, Davenport, and Harris), socio-constructionism (Paulo Freire), and institutional branding (Aaker, Kotler), emphasizing the social responsibility of Information Science in democratizing access to information. Expected outcomes include the development of a commemorative seal aligned with UFRN’s visual identity and a Visual Identity Manual (VIM) for its application across different media. The research contributes to discussions on data-driven methodologies in Information Science and reinforces the role of university extension programs as tools for social transformation, in line with the Sustainable Development Goals (SDG 4 and 17).

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