Análise da transparência pública e do marketing institucional do CDSA/UFCG em 2017.

Abstract

The general objective of this research is to analyze the institutional marketing and transparency of the public resources of the Center for Sustainable Development of the Semi-Arid, Campus Sumé-PB, Federal University of Campina Grande, through its electronic portal and research with its managers. Regarding the specific objectives, we have: Contextualize the public administration focusing on the transparency of public resources and institutional marketing; Demonstrate the degree of transparency of CDSA's public resources through its website in the current cut; Verify how CDSA's institutional marketing is done and what its dissemination tools are; And suggest improvements in public transparency and institutional marketing of CDSA-UFCG. Methodologically, this study was classified as descriptive and exploratory, through documentary and bibliographic analysis, with case study (CDSA Site and direction of the center) and qualitative nature. As a result, the public transparency and institutional marketing of CDSA must be improved to achieve greater educational success. It is concluded, therefore, that transparency is a goal to be achieved by the Campus, and that the managers of the direction are increasingly seeking to develop activities in this area, in order to have a better institutional image of the Center and the UFCG.