Banca de DEFESA: CRISTIANO PRESTES BRAGA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE : CRISTIANO PRESTES BRAGA
DATA : 19/08/2022
HORA: 14:30
LOCAL: http://meet.google.com/jpw-xkow-umh
TÍTULO:

Communication and marketing of research and technological products through virtual social networks: a case study at Federal Institute of Rio Grande do Sul (IFRS).

PALAVRAS-CHAVES:

communication policy; technology marketing; Technology Transfer Office (TTO).

PÁGINAS: 25
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Administração
SUBÁREA: Administração de Setores Específicos
RESUMO:

Virtual social networks have become important tools for all types of organizations, as they provide important data for use in communication and marketing strategies. It’s no different with universities and Science and Technology Institutions (STI), as the consolidation of the institutional image is one of the pillars for achieving the institutions' objectives. When observing the communication and marketing strategies of the main international and national universities, it was noticed that they use social networks to disseminate information, including about their research and technologies. Based on this reality, the general objective of the research was to analyze how the Federal Institute of Rio Grande do Sul (IFRS) is using virtual social networks to disseminate its research and technological products, in order to identify whether IFRS has specific guidelines and guidelines. for the diffusion of innovation through virtual social networks. The specific objectives of the research were: a) to identify whether the IFRS has any specific guidance for disseminating research and technological products through virtual social networks; b) analyze IFRS's virtual social networks to identify the number of publications that are directly related to its research and technological products; c) carry out a survey of practical solutions already implemented that can be applied in the context of this research; d) propose a Manual of Guidelines with a set of actions to organize and standardize the procedures and activities of communication and marketing of research and technological products from universities and STI; e) evaluate the applicability of the Manual. The methodological procedure used in the research was the case study with a conceptual model established in 6 (six) systematized steps. The results found showed that the IFRS has documented guidelines that allow for the diffusion of innovation in virtual social networks; that it makes few publications for the dissemination of innovation; suggest that the private sector lacks knowledge about their research and technological products; that the IFRS Communication Department understands the importance of virtual social networks, but has difficulties in implementing actions due to lack of collaborators; and that there are actions already identified in the literature that facilitate the organization and concentration of publications on social networks. At the end of the study, a Guidance Manual was proposed with a set of 13 suggested actions to standardize and organize the procedures and activities of communication and technological marketing of universities and STI through the use of virtual social networks.

MEMBROS DA BANCA:
Interno - 1505401 - CLAUDIO VINICIUS SILVA FARIAS
Externo à Instituição - MARCELO CARVALHO - UNINOVE
Presidente - 940.656.750-49 - MARIANA DE FREITAS DEWES - UFCSPA
Externo à Instituição - THIAGO MENEGHEL RODRIGUES - IFSC