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 A.A. 2018/2019 A.A. 2017/2018 A.A. 2016/2017 A.A. 2015/2016 A.A. 2014/2015 A.A. 2013/2014 A.A. 2012/2013 A.A. 2011/2012 A.A. 2010/2011 A.A. 2009/2010

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 2025/2026

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.

CURRICULUM TIPO:
Modules Credits TAF SSD
Between the years: 1°- 2°
12
D
-
Between the years: 1°- 2°
Further linguistic skills
6
F
-

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

Digital and interactive marketing for goods and services  (2019/2020)

Teaching code

4S006136

Teacher

Alessandro Bigi

Coordinator

Alessandro Bigi

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

I semestre (Lingue e letterature straniere) dal Sep 30, 2019 al Jan 11, 2020.

Lessons timetable MoodleMoodle Seminars 0

Learning outcomes

The course has the aim to give the students useful tools and competencies to un-derstand, define and manage digital marketing processes for goods and services both in B2B and B2C activities.

Using interactive lectures, business cases, testimonials, and class exercise an active approach, students will identify the leading theories to apply in the definition of a marketing plan, studying both theoretical and practical aspects of marketing and facing the digital and classical challenges of today's world.

In addition to the theoretical aspects, the course will teach a methodological ap-proach to digital, strategic and operational marketing, identifying the information needed to start a correct decisional process and the steps to reach the marketing targets identified.

Program

Syllabus

- Definitions of Marketing and the role of customer
- Digital marketing, a definition
- Marketing process and marketing plan
- The marketing plan, from its definition to its implementation
- The role of digital marketing in the different steps of a marketing plan
- Value as a measure of company performance
- Marketing and digital marketing of goods and services; principal aspects and differences
- Market analysis and the strategic alternatives
--- Demand Analysis
--- Supply Analysis
--- Consumer analysis
--- Market dynamics
- Supply and its segmentation. The big Italian lifestyle map study
--- Company and Brand identity and digital image
--- 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

Reference texts
Author Title Publishing house Year ISBN Notes
Patrizia Menchiari Cardiomarketing (Edizione 1) Flaccovio Dario 2018 Libro a supporto dell'insegnamento. Non oggetto d'esame
Jean-Jacques Lambin Market-driven management. Marketing strategico e operativo (Edizione 7) McGraw-Hill Education 2016
Philip Kotler Marketing 4.0 Hoepli 2017 Libro a supporto dell'insegnamento. Non oggetto d'esame
Luigi Pirandello Uno, nessuno e centomila Giunti 2007 9788844034054 Libro a supporto dell'insegnamento. Non oggetto d'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"

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