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. 2019/2020
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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.
Place marketing (2019/2020)
Teaching code
4S02518
Academic staff
Coordinator
Credits
9
Language
Italian
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
Period
primo semestre magistrali dal Sep 30, 2019 al Dec 20, 2019.
Learning outcomes
The course aims at analyzing the strategy able to support a place competitiveness, meant as its capacity to attract both people and companies thanks to the proper development of its human, economic, geographic, historical and cultural resources.
Program
Place marketing and communication.
Web marketing strategies: from product to place. Calzedonia model and social media.
Territory: real places and real products. The case of Expo’ Milan 2015.
The association of the most beautiful villages in Italy.
Place keywords. Inhabitants, tourists, hikers, visitors.
Reputation, enhancement and promotion.
Place identity and “genius loci" - From the brand to the brand logo.
Concept of beauty, good and well for a territory.
Making the invisible visible.
Governance, place planning, urban regeneration.
BES and GDP, quality of life, the centrality of the person.
Humanistic Tourism and Humanistic Business
Heritage e Territory.
Logo, Brand and Trademark
How to build a Logotype: the restyling of Italian Historical Enterprise Association Logo.
Welcome and Hospitality: the metaphor of the Roman Domus and the welcome of wine.
The Marketing plan and its phases
The application of Swot Analysis: insights, examples and case studies
The Benefit Companies and the Benefit Corporations for the enhancement of the territory.
The Course will include:
- a Project work with brainstorming and focus groups
- guest lectures from managers and entrepreneurs
| Author | Title | Publishing house | Year | ISBN | Notes |
|---|---|---|---|---|---|
| Matteo Caroli | Il marketing per la gestione competitiva del territorio. Modelli e strategie per attrarre (e far rimanere) nel territorio persone, imprese e grandi investimenti | F. Angeli | 2014 |
Examination Methods
The exam consists of an oral examination to test basic knowledge and of the discussion of a Project work to assess students' critical analysis skills starting from research done in class. For non attending Students the exam consists of a written examination to test basic knowledge and of an oral examination to assess logical reasoning skills.
