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

A.A. 2024/2025 A.A. 2023/2024 A.A. 2022/2023 A.A. 2021/2022 A.A. 2020/2021 A.A. 2019/2020

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 Management e strategia d’impresa - Enrollment from 2025/2026

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.

1° Year

ModulesCreditsTAFSSD
9
B
SECS-P/02
6
B
SECS-S/03
1 module to be chosen between
9
B
SECS-P/07
9
B
SECS-P/07
1 module to be chosen between
9
B
SECS-P/07
9
B
SECS-P/07
1 module to be chosen between
9
B
SECS-P/08
9
B
SECS-P/08
1 module to be chosen between
6
C
SECS-P/10
6
C
SECS-P/13
English B1 level
4
F
-

2° Year  activated in the A.Y. 2020/2021

ModulesCreditsTAFSSD
6
B
IUS/07
6
B
SECS-P/01
1 module to be chosen between
9
B
SECS-P/08
9
B
SECS-P/08
1 module to be chosen between
9
B
SECS-P/08
9
B
SECS-P/10
1 module to be chosen between
9
C
SECS-P/07
9
C
SECS-P/07
Stage
5
F
-
Final exam
15
E
-
ModulesCreditsTAFSSD
9
B
SECS-P/02
6
B
SECS-S/03
1 module to be chosen between
9
B
SECS-P/07
9
B
SECS-P/07
1 module to be chosen between
9
B
SECS-P/07
9
B
SECS-P/07
1 module to be chosen between
9
B
SECS-P/08
9
B
SECS-P/08
1 module to be chosen between
6
C
SECS-P/10
6
C
SECS-P/13
English B1 level
4
F
-
activated in the A.Y. 2020/2021
ModulesCreditsTAFSSD
6
B
IUS/07
6
B
SECS-P/01
1 module to be chosen between
9
B
SECS-P/08
9
B
SECS-P/08
1 module to be chosen between
9
B
SECS-P/08
9
B
SECS-P/10
1 module to be chosen between
9
C
SECS-P/07
9
C
SECS-P/07
Stage
5
F
-
Final exam
15
E
-
Modules Credits TAF SSD
Between the years: 1°- 2°
9
D
-

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.

A Basic activities
B Characterizing activities
C Related or complementary activities
D Activities to be chosen by the student
E Final examination
F Other training activities
S Placements in companies, public or private institutions and professional associations

Strategic Marketing  (2019/2020)

Teaching code

4S008088

Academic staff

Ilenia Confente, Angelo Bonfanti

Coordinator

Ilenia Confente

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

primo semestre magistrali dal Sep 30, 2019 al Dec 20, 2019.

Lessons timetable MoodleMoodle Seminars 0

Learning outcomes

The aim is to enable student to have the specific marketing competencies at both strategic and operational level. The student will be able to draw up a marketing plan managing the main strategic and operational marketing tools. Several case studies at a national and international level will be analysed. Within the course, a team project will be realized to develop a marketing plan. Such project work will enable students with relational and communication skills, improving their interaction with other students in order to face and manage together complex case studies.

Program

The marketing concept
• The marketing orientation concept
• The impact of globalization
• The new digital technologies and the impact on firms and consumers
• The marketing plan

• Analytical marketing
-Market attractiveness analysis
-Company competitiveness analysis
-Customers’ needs analysis
-The customer purchase behaviour
- Measuring customers’ response


• Formulation of a marketing strategy

- Marketing objectives
- Marketing targeting and positioning

• Implementing of operational marketing

- New product decisions
- Brand management
- Distribution channel decisions
- Pricing decisions
- Communication decisions
-Web marketing and social media marketing

• Measuring marketing performance


At the end of the course, a Problem Solving Competition will be organized in which the students will have the opportunity to solve a business problem in management and marketing terms. This activity, completely voluntary, will allow the student to put into practice the theoretical concepts analyzed in the classroom, as well as to develop different soft skills such as team working, time management and public speaking.
Given that this initiative is jointly organized with the teaching of Strategic Service Management, students could create groups (minimum 3 maximum 5 participants) that will include students of both courses (Strategic Service Management and Strategic marketing).

Reference texts
Author Title Publishing house Year ISBN Notes
Jean-Jacques Lambin Market-driven management. Marketing strategico e operativo (Edizione 7) McGraw-Hill Education 2016 Curatore: Emanuela Tesser, Marco Galvagno TRANNE i capitoli: 5-7-9-14-16.
Lovelock Christopher e Wirtz Jochen Marketing dei servizi. Risorse umane, tecnologie, strategie Pearson 2007 Limitatamente ai capitoli: 8-10-11

Examination Methods

The exam will be written and wil be the same for both participants that for non class participants. The exam will have open answer questions that will cover all the materials presented in class but also in the suggested book.

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