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. 2020/2021
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1st foreign language2nd foreign language| 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.
Marketing and digital communication for tourism (2020/2021)
Teaching code
4S006135
Teacher
Coordinator
Credits
9
Language
Italian
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
Period
II semestre (Lingue e letterature straniere) dal Feb 15, 2021 al May 29, 2021.
Learning outcomes
The aim is to enable students to identify and manage the main destination 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 destination marketing plan.
Program
Introduction to destination marketing
- Places as destinations
- Tourism and sustainable development
- Destination management and governance
- Stakeholders in tourist destination
- Destination marketing plan
Marketing Analysis
- SWOT analysis for a tourism destination
- Macro-trends and implications for the tourism industry
- Demand analysis
- Supply analysis
- Marketing research: qualitative and quantitative methodologies
Strategic Marketing
- Strategic planning
- Segmentation and target market
- Market positioning and differentiation
Operational marketing
- Marketing mix tools for tourist destination
- Destination branding: destination identity, image and positioning
- Communication mix and communication plan for destinations
- Digital and social media marketing
Performance metrics
Case studies
Team works
| Author | Title | Publishing house | Year | ISBN | Notes |
|---|---|---|---|---|---|
| Pike S. | Destination Marketing | Routledge | 2008 | capitoli 9, 10, 15, 19 | |
| Martini U. (a cura di) | Management e marketing delle destinazioni turistiche territoriali. Metodi, approcci e strumenti | McGrawHill | 2017 | Capitoli 1, 2, 3, 4, 6, 7, 8, 10 | |
| Kerin R.A., Hartley S.W., Pellegrini L., Massara F. e Corsaro D. | Marketing (Edizione 4) | McGraw-Hill | 2020 | 9788838668319 | Capitoli 2, 3, 4, 9, 14, 15 |
Examination Methods
The exam consists in an oral examination with five questions.
Evaluation criteria:
- level of knowledge about each topic related
- ability to link different topics
- ability to apply knowledge to real cases and situations;
- appropriate use of the technical language.
Attending students will have the opportunity to work in a team to create a marketing plan for a tourist destination. The score obtained will be considered in the overall evaluation.
