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.
Study Plan
This information is intended exclusively for students already enrolled in this course.If you are a new student interested in enrolling, you can find information about the course of study on the course page:
Laurea magistrale in Marketing e comunicazione d'impresa - Enrollment from 2025/2026The 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.
1° Year
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2° Year activated in the A.Y. 2014/2015
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Modules | Credits | TAF | SSD |
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Modules | Credits | TAF | SSD |
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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.
Corporate identity and business ethics (2014/2015)
Teaching code
4S02511
Credits
9
Language
Italian
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
The teaching is organized as follows:
lezione 1
lezione 2
Learning outcomes
Course aims at introducing students to the comprehension of corporate identity and business ethics notions both in their theoretical components and in their practical implications.
The broader framework is that of finding the most correct and effective ways companies can follow to manage their relationships with external audiences in a long run perspective.
With reagard to corporate identity, the main focus will be on brand as a catalyst of company identity and imagine.
Speaking of business ethics, such a topic will be developed with special consideration to practical issues and the subsequent models and tools.
Program
Evolution of firm-market relationship
Marketing rise and mid-life crisis
(The need for a ) Marketing Reform
Firm's audiences and touch points
Corporate Personality – Identity – Immge – Reputation
Corporate communication principles
Post-Modern Society – Personality – Consumer
Consumption and brand meaning in a post-modern context
Brand: notion, function, evolution, power, operating mechanisms
Building a succesful brand
Individual and social effects of branding
Ethical issues in branding and corporate behaviour
Principles and operating models for corporate ethics
* * * * *
Textbooks for A.A. 2012-2013 attending and non-attending students will be made available prior to course beginning
Examination Methods
The exam will be passed after an oral colloquium.
Teaching materials e documents
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1 - Marca perde identità - E. Finzi (it, 90 KB, 10/27/14)
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3 - Dubbio unica certezza - G. Bocca (it, 70 KB, 10/27/14)
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3 - Era vulnerabilità - V. Codeluppi (it, 79 KB, 10/27/14)
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3 - Identità fissa - G. Papi (it, 558 KB, 10/27/14)
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3 - Il mondo di ieri - S. Zweig (it, 2741 KB, 10/27/14)
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3 - Invisible Badge - Change This (it, 423 KB, 10/27/14)
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4 - Manuale Visual Identity Policolor (it, 9009 KB, 10/27/14)
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5 - Brand Glossary - Brand Channel (it, 136 KB, 10/27/14)
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5 - Marca post-moderna - A. Semprini (it, 174 KB, 10/27/14)
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6 - Brand Architecture - D. Aaker (it, 63 KB, 10/27/14)
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6 - Unconscious branding - Change This (it, 319 KB, 10/27/14)
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Idea aziendalista dello studio (it, 366 KB, 10/27/14)
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Il tuo guru sei tu (it, 1162 KB, 10/27/14)
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Scordate il web - J. Franzen (it, 186 KB, 10/27/14)
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Students-Consumers - The Guardian (it, 89 KB, 10/27/14)
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Troppo presto per non sperare - R. Solnit (it, 2439 KB, 10/27/14)
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Viva il presente - S. Pinker (it, 1332 KB, 10/27/14)