Studying at the University of Verona

Here you can find information on the organisational aspects of the Programme, lecture timetables, learning activities and useful contact details for your time at the University, from enrolment to graduation.

The Study Plan includes all modules, teaching and learning activities that each student will need to undertake during their time at the University.
Please select your Study Plan based on your enrollment year.

CURRICULUM TIPO:

2° Year   activated in the A.Y. 2012/2013

ModulesCreditsTAFSSD
9
C
AGR/01
9
B
SECS-P/08
9
B/C
M-GGR/02 ,SECS-P/12
activated in the A.Y. 2012/2013
ModulesCreditsTAFSSD
9
C
AGR/01
9
B
SECS-P/08
9
B/C
M-GGR/02 ,SECS-P/12

Legend | Type of training activity (TTA)

TAF (Type of Educational Activity) All courses and activities are classified into different types of educational activities, indicated by a letter.




S Placements in companies, public or private institutions and professional associations

Teaching code

4S02510

Coordinator

Paola Signori

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

Second semester dal Feb 27, 2012 al May 25, 2012.

Learning outcomes

The aim of the module is to study in depth the enterprise communication, analysing the subject under the Marketing perspective understanding how to choose the right Communication Mix, with a particular attention to the management and control of the communication result. New marketing trends will be studied, too. The student will be enabled to have the right tools to understand the dynamics which lead to an organization communication decision, planning, management and evaluation.

Program

- Communication models. General theories of marketing communication
- The communication process
- The communication goals.
- Communication budget
- Marketing research

- Consumers/receivers studies. The FCB grid.
- Secondary external sources. Psycographic reserch.
- Communication target definition
- House agency

- brand map, cluster map, cluster brand map
- Media selection: .
- the black box model and the technical effectiveness indicators
- Communication-mix and marketing-mix
- Media Plan.
- The bullet theory.
- New stimuli from C2C: dal word-of mouth al word-of-mouse .


The textbook are:
- SIGNORI P., Visioni, percorsi e verifiche nei controlli manageriali. Applicazioni al marketing e alla comunicazione, Milano, McGraw-Hill, 2008

- BONORI V., TASSINARI G., Misurare il ritorno della pubblicità. Le 10 regole per realizzare una campagna pubblicitaria di successo e ottimizzare il ROI con la comunicazione digitale, Milano, Gruppo 24Ore, 2011 = Except chapters 2 and 6

- MERONI V., Pianificare la pubblicità. Manuale delle tecniche più avanzate di comunicazione, pianificazione pubblicitaria e verifica dei risultati, Milano, FrancoAngeli, 2003 = ONLY chapters 3-4-5

Further reading material will be provided in the e-learning at the beginning of the semester.

Reference texts
Author Title Publishing house Year ISBN Notes
BONORI V., TASSINARI G. Misurare il ritorno della pubblicità. Le 10 regole per realizzare una campagna pubblicitaria di successo e ottimizzare il ROI con la comunicazione digitale Gruppo24Ore 2011 ESCLUSI capitoli 2 e 6
Meroni V. Pianificare la pubblicità. Manuale delle tecniche piu' avanzate di comunicazione, pianificazione pubblicitaria e verifica dei risultati (Edizione 1) Franco Angeli 2003 8846443179 SOLO capitoli 3-4-5 (essendo il testo fuori commercio, è resa disponibile in e-learning la parte da studiare)
Signori P. Visioni, percorsi e verifiche nel controllo manageriale. Applicazioni al marketing e alla comunicazione. McGraw-Hill 2008 9788838666421 Leggere e comprendere tutto, imparare benissimo capitolo 4.

Examination Methods

written exam

Students with disabilities or specific learning disorders (SLD), who intend to request the adaptation of the exam, must follow the instructions given HERE