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

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

Relationship and digital marketing  (2020/2021)

Teaching code

4S008089

Academic staff

Paola Signori, Massimo Melchiori

Coordinator

Paola Signori

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

secondo semestre (lauree magistrali) dal Mar 1, 2021 al Jun 1, 2021.

Lessons timetable MoodleMoodle Seminars 0

Learning outcomes

The main purpose of this course is to get students to think about Digital Marketing from a strategic point of view of Relationship Marketing, in order to ehnance their abilities to remember, understand, and apply the main concepts of Relationship and Digital Marketing: Relations, Networks, Interactions. Analytical thinking is provided through multiple case study analysis, included some guided tours to local companies. Knowledge application will be tested through group projects. Students will be also called to test their problem solving skills, so that, at the end of this course, they will be able to create and present to a professional audience their Digital Marketing Projects.

Program

Relationship Marketing orientation:
- The genesis of RM and the new paradigm
- relations, network, interactions
- Classic market relationship, Special market relationship, Mega relationship, Nano relationship
- Measuring RM effort through the ROR index (Return on relationship)
Application: project work - RM problem analysis

Communication planning to ehnance interaction:
- conversational models; from strategy to operational communication
- omnichannel, viral, tribal, influencer marketing and new trends for engagement
- onmiengagement rate and communication metrics
Application: project work - communication plan

Digital and Social Media Marketing:
- social media marketing and planning
- research for digital marketing and the role of big data
- digital media mix and selection
- digital and social media metrics
Application: mini project work on digital media (website, instagram, facebook, linkedin, youtube, tik tok, app....)

Teaching methods:
Lessons will be given in Italian, using experiential learning approach and interactive teaching. Foreign students that would like to attend this course are welcome, if they already know some marketing fundamentals.

Reference texts
Author Title Publishing house Year ISBN Notes
Gummesson Evert Marketing Relazionale Hoepli 2006 88-203-3506-9 Solo cap. 1-3-6-8 (testo fuori produzione, vedere istruzioni in moodle)
Tuten T.L., Solomon M.R. Social Media Marketing Edizione Digitale (Edizione 3) Pearson 2020 9788891904805 In particolare selezione capitoli 1-2-3-5-11.

Examination Methods

Teaching method and evaluation details will be updated as soon as context regulations will be clarified for the next academic year.

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