This article presents a case study developed as part of a curricular internship at the Communication, Image and Marketing Office of The School of Health of the Polytechnic of Porto, carried out between November 2024 and April 2025. The research analysed the perception of 12th-grade students regarding the degree offered, also addressing broader challenges faced by higher education institutions in promoting less well-known courses.

A total of 124 responses were collected through a structured questionnaire, administered in person and online. The results reveal a significant discrepancy between the general recognition of the institution and specific knowledge about its degree programmes. Courses such as Physiotherapy and Biomedical Laboratory Sciences stand out for their attractiveness, while others, such as Audiology, Environmental Health and Digital Health, have low visibility and are less valued.

The study highlights the importance of clarity in the names of courses, knowledge about career opportunities and an active presence on social media in influencing student interest. Based on this data, communication strategies are proposed that can be applied in other educational contexts, such as the creation of clearer and more attractive promotional materials, a strengthening of digital presence on platforms used by young audiences, and the creation of marketing strategies specific to each degree programme.

By addressing the gap between visibility and attractiveness, this work offers a replicable model for institutions seeking to better promote their lesser-known courses, contributing to the field of institutional communication and marketing.

Keywords: Curricular internship, communication, The School of Health, Degrees, social media, communication strategies.