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Este projeto parte do conceito de marketing relacional para aprofundar de que forma são implementadas estas estratégias no âmbito digital, tendo em vista a fidelização de clientes, no evento cultural AgitÁgueda. Neste sentido, efetuou-se um estudo de caso realizado em contexto de estágio curricular, do mestrado em Comunicação Aplicada da ESEV, na Critec – Creative Agency, uma Agência de Design e Comunicação localizada em Águeda. Com as redes sociais a (re)configurem o quotidiano societal, emerge a necessidade de compreender como deverá ser o relacionamento entre as marcas e os consumidores. É necessário compreender de que forma as mesmas devem gerir as plataformas digitais para garantir a satisfação dos utilizadores e a sua posterior fidelização à marca. Tendo em conta a ausência de estudos que reflitam a variável emocional do relacionamento entre as marcas e os clientes, este projeto apresenta uma análise com base numa amostra por conveniência à página de Facebook do AgitÁgueda. Desta forma, os resultados sustentam que a interação com os clientes através das redes sociais são fundamentais para entender quais as suas verdadeiras necessidades e motivações. Os utilizadores da página de Facebook do AgitÁgueda encontram-se satisfeitos com a comunicação feita, resultado obtido através de uma semana de análise que corresponde à edição do festival de julho de 2018. Por se tratar de um projeto em contexto de estágio, os contributos do estudo revelam-se interessantes para continuidade de investigação académica, de igual forma, para agências de comunicação que trabalhem marketing digital de marcas ou eventos. This project starts from the concept of relational marketing and explore how these strategies are implemented in the digital scope, with a focus on the customer loyalty, in the AgitÁgueda cultural event. In this sense, a case study was developed on the internship of the ESEV Masters in Applied Communication, at Critec - Creative Agency, Design and Communication Agency located in Águeda. With social networks to (re) configure society daily life, the need to understand how to be the relationship between brands and consumers. You must understand how digital platforms should be managed to ensure user satisfaction and subsequent brand loyalty. Given the lack of studies that reflect the emotional variable in the relationship between brands and customers, this project presents an analysis based on a convenience sample, from the AgitÁgueda Facebook page. The study have as a sample the emotional effects of user feedback, supported in the literature on relational marketing, brand loyalty, brand communities, and value creation. Thus, the results argue that interaction with customers through social networks is critical to understanding their true needs and motivations. The users of AgitÁgueda's Facebook page are pleased with the communication that has been made, a result obtained through a week of analysis corresponding to the July 2018 festival edition. As it is an internship project, the contributions of the study are interesting for the continuity of academic research, for communication agencies that work digital marketing of brands or events.

Yeast adaptation to stress has been extensively studied. It involves large reprogramming of genome expression operated by many, more or less specific, transcription factors. Here, we review our current knowledge on the function of the eight Yap transcription factors (Yap1 to Yap8) in Saccharomyces cerevisiae, which were shown to be involved in various stress responses. More precisely, Yap1 is activated under oxidative stress, Yap2/Cad1 under cadmium, Yap4/Cin5 and Yap6 under osmotic shock, Yap5 under iron overload and Yap8/Arr1 by arsenic compounds. Yap3 and Yap7 seem to be involved in hydroquinone and nitrosative stresses, respectively. The data presented in this article illustrate how much knowledge on the function of these Yap transcription factors is advanced. The evolution of the Yap family and its roles in various pathogenic and non-pathogenic fungal species is discussed in the last section. publishersversion published

A presente comunicação decorre do processo de intervenção pedagógica realizada na Prática de Ensino Supervisionada, no âmbito do 2.º ano do Curso de Mestrado em Educação Pré-escolar e Ensino do 1.º Ciclo do Ensino Básico. Optámos por seguir uma linha investigativa abordando a temática da diversidade cultural, a qual foi orientada no sentido de procurar resposta para a seguinte questão-problema: Que perceções têm as crianças sobre diversidade cultural? Para fazer face a esta questão delineamos os objetivos: i) estimular o respeito por diferentes culturas numa perspetiva positiva e colaborativa; ii) perceber as opiniões das crianças sobre a diversidade cultural; iii) desenvolver atividades de ensino e aprendizagem, potenciadoras de atitudes positivas face à diversidade. Não vivemos num mundo homogéneo, nem igualitário, bem pelo contrário, vivemos num mundo multicultural e no qual é urgente aprender a conviver. As escolas são multiculturais, isto deve-se, em grande parte, à migração impulsionada por marcadores económicos e sociais dos países mais afluentes e, enquanto futura professora, sentimos ser necessário, principalmente no seio escolar, agir de forma a integrar e potenciar a positividade da diversidade, assim como promover oportunidades para todos e todas. Perspetivamos a diversidade como algo enriquecedor em contexto de sala. Em termos metodológicos desenvolvemos uma investigação de natureza qualitativa, com um grupo de 22 crianças de 5 anos, recolhendo informações a partir da observação participante e usando como instrumentos de recolha de dados, notas de campo, entrevista e registos fotográficos. A análise dos dados indica que a realização de atividades diversificadas sobre outros países, por exemplo, estimula a aprendizagem das crianças sobre diferentes culturas e contribuiu para promover o respeito pelo “outro”. Acrescentamos ainda que muito há para construir no que concerne a esta questões culturais e é elementar que a escola e os professores se impliquem na valorização da(s) diversidade(s). info:eu-repo/semantics/publishedVersion

Cadmium is a well known mutagenic metal that can enter cells via nonspecific metal transporters, causing several cellular damages and eventually leading to death. In the yeast Saccharomyces cerevisiae, the transcription factor Yap1 plays a key role in the regulation of several genes involved in metal stress response. We have previously shown that Yap1 represses the expression of FET4, a gene encoding a low affinity iron transporter able to transport metals other than iron. Here, we have studied the relevance of this repression in cell tolerance to cadmium. Our results indicate that genomic deletion of Yap1 increases FET4 transcript and protein levels. In addition, the cadmium toxicity exhibited by this strain is completely reversed by co-deletion of FET4 gene. These data correlate well with the increased intracellular levels of cadmium observed in the mutant yap1. Rox1, a well known aerobic repressor of hypoxic genes, conveys the Yap1-mediated repression of FET4. We further show that, in a scenario where the activity of Yap1 or Rox1 is compromised, cells activate post-transcriptional mechanisms, involving the exoribonuclease Xrn1, to compensate the derepression of FET4. Our data thus reveal a novel protection mechanism against cadmium toxicity mediated by Yap1 that relies on the aerobic repression of FET4 and results in the impairment of cadmium uptake.

Accumulation of iron (Fe) is often detected in the brains of people suffering from neurodegenerative diseases. High Fe concentrations have been consistently observed in Parkinson’s, Alzheimer’s, and Huntington’s diseases; however, it is not clear whether this Fe contributes to the progression of these diseases. Other conditions, such as Friedreich’s ataxia or neuroferritinopathy are associated with genetic factors that cause Fe misregulation. Consequently, excessive intracellular Fe increases oxidative stress, which leads to neuronal dysfunction and death. The characterization of the mechanisms involved in the misregulation of Fe in the brain is crucial to understand the pathology of the neurodegenerative disorders and develop new therapeutic strategies. Saccharomyces cerevisiae, as the best understood eukaryotic organism, has already begun to play a role in the neurological disorders; thus it could perhaps become a valuable tool also to study the metalloneurobiology.

The budding yeast Saccharomyces cerevisiae has developed several mechanisms to avoid either the drastic consequences of iron deprivation or the toxic effects of iron excess. In this work, we analysed the global gene expression changes occurring in yeast cells undergoing iron overload. Several genes directly or indirectly involved in iron homeostasis showed altered expression and the relevance of these changes are discussed. Microarray analyses were also performed to identify new targets of the iron responsive factor Yap5. Besides the iron vacuolar transporter CCC1, Yap5 also controls the expression of glutaredoxin GRX4, previously known to be involved in the regulation of Aft1 nuclear localization. Consistently, we show that in the absence of Yap5 Aft1 nuclear exclusion is slightly impaired. These studies provide further evidence that cells control iron homeostasis by using multiple pathways. published

Alzheimer's (AD) and Parkinson's (PD) diseases are the two most common causes of dementia in aged population. Both are protein-misfolding diseases characterized by the presence of protein deposits in the brain. Despite growing evidence suggesting that oxidative stress is critical to neuronal death, its precise role in disease etiology and progression has not yet been fully understood. Budding yeast Saccharomyces cerevisiae shares conserved biological processes with all eukaryotic cells, including neurons. This fact together with the possibility of simple and quick genetic manipulation highlights this organism as a valuable tool to unravel complex and fundamental mechanisms underlying neurodegeneration. In this paper, we summarize the latest knowledge on the role of oxidative stress in neurodegenerative disorders, with emphasis on AD and PD. Additionally, we provide an overview of the work undertaken to study AD and PD in yeast, focusing the use of this model to understand the effect of oxidative stress in both diseases.