Banca de DEFESA: JÉSSYCA FABÍOLA RIBEIRO ATALIBA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : JÉSSYCA FABÍOLA RIBEIRO ATALIBA
DATE: 31/07/2023
TIME: 16:00
LOCAL: Remoto
TITLE:

Benchlearning in advertising campaigns: Benefits obtained in the Rapid Response to Syphilis project

KEY WORDS:

Benchmarking; Knowledge management; Organizational learning; Communication.

PAGES: 108
BIG AREA: Engenharias
AREA: Engenharia de Produção
SUMMARY:

In an increasingly changing society, in which technological and social development take on a frenetic pace, knowledge and information become inputs of great value. For organizations to be efficient in environments with these characteristics, they need to look for ways that systematize knowledge, information so that they are consolidated and become a usable input in their processes. It is in this scenario that the Benchlearning tool appears, which aims to guide organizations and people to focus on organizational learning and continuous improvement from the knowledge acquired by observing other organizations considering their own characteristics and limitations. In public administration it is no different, in view of the obligation provided by law to be efficient, bodies and actors working in this sector need to have this constant concern in their actions. In the field of health, this concern assumes a much greater level of responsibility, given the vital need for the population to develop actions to promote health and prevent and combat epidemics, as is the case of the Syphilis epidemic in our country. In this sense, this study aims to identify the benefits of applying Benchlearning principles in an intraorganizational view in health communication campaign projects. The research procedure was structured in 4 stages: 1) State of the art of the benchlearning theme 2) Documentary analysis of research on the communication process in health projects; 3) Field research (case study directed to the first 3 campaigns carried out by the Rapid Response to Syphilis project); and 4) Identification of the benefits of the Benchlearning tool in health communication from an intraorganizational perspective. The initial analysis of the information obtained in the case study demonstrates the importance that experience and learning assume for the efficiency of the campaigns, at the same time that it points to a deficit of the project in not systematizing its lessons learned.

COMMITTEE MEMBERS:
Presidente - 2456706 - MARIO ORESTES AGUIRRE GONZALEZ
Interno - 1229030 - HELIO ROBERTO HEKIS
Externo ao Programa - 1319361 - JUCIANO DE SOUSA LACERDA - UFRNExterna à Instituição - MIRIAM KARLA ROCHA - UFERSA