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 Lingue per la comunicazione turistica e commerciale - 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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1st foreign language2nd foreign language2° Year activated in the A.Y. 2017/2018
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1st foreign language (international markets):| Modules | Credits | TAF | SSD |
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1st foreign language2nd foreign language| Modules | Credits | TAF | SSD |
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1st foreign language (international markets):| 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.
Advanced marketing for goods and services (2017/2018)
Teaching code
4S02575
Teacher
Coordinator
Credits
9
Language
Italian
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
Period
Semester 1 dal Oct 2, 2017 al Jan 20, 2018.
Learning outcomes
The course has the aim to give the students useful tools and competencies to manage marketing processes for goods and services both in B2B and B2C activities.
Using an interactive approach, students will identify the main theories to apply in the definition of a marketing plan, studying both theoretical and practical aspects of marketing and facing the challenges of today's world.
In addition to the theoretical aspects, the course will teach a methodological approach to strategic and operational marketing, identifying the information needed to start a correct decisional process and the steps to reach the marketing targets identified.
Program
- Definitions of Marketing and the role of customer
- Marketing process and marketing plan
- The marketing plan, from its definition to its implementation
- Value as measure of company performance
- Marketing of goods and services; principal aspects and differences
- Market analysis and the strategic alternatives
--- Demand Analysis
--- Supply Analysis
--- Consumer analysis
--- Market dynamics
- Supply
--- Company and Brand identity
--- The vision, the mission, the values
--- Critical Success Factors
--- Market approach: product oriented or customer oriented
- Communication: the user and the value
- User-generated content and digital communication
| Author | Title | Publishing house | Year | ISBN | Notes |
|---|---|---|---|---|---|
| Busacca B. Bertoli G. | Customer value (Edizione 3) | Egea | 2017 | Testo Addizionale | |
| Mattiacci A. Pastore A. | Marketing. Il management orientato al mercato. | Hoepli | 2014 | 9788820357061 | Testo d'esame |
| Luigi Pirandello | Uno, nessuno e centomila | Giunti | 2007 | 9788844034054 | Testo addizionale. Non richiesto all'esame. |
Examination Methods
The exam is divided into a written test and an oral one for those who got a +18 mark in the written test.
The material for attendees has been illustrated during the course and consists as well the chapters to study.
Other students have to study the entire book "Marketing. Il management orientato al mercato. Mattiacci, Pastore"
