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
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2° Year activated in the A.Y. 2021/2022
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1 module among the following (1st year: Big Data epistemology and Social research; 2nd year: Cybercrime, Data protection in business organizations, Comparative and Transnational Law & Technology)2 courses among the following (1st year: Business analytics, Digital Marketing and market research; 2nd year: Logistics, Operations & Supply Chain, Digital transformation and IT change, Statistical methods for Business intelligence)2 courses among the following (1st year: Complex systems and social physics, Discrete Optimization and Decision Making, 2nd year: Statistical models for Data Science, Continuous Optimization for Data Science, Network science and econophysics, Marketing research for agrifood and natural resources)2 courses among the following (1st year: Data Visualisation, Data Security & Privacy, Statistical learning, Mining Massive Dataset, 2nd year: Machine Learning for Data Science)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.
Digital Marketing and Market Research (2020/2021)
Teaching code
4S009071
Teacher
Coordinator
Credits
6
Language
English
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
Period
II semestre dal Mar 1, 2021 al Jun 11, 2021.
Learning outcomes
The course aims to provide specific knowledge related to marketing tools, both strategic and operational, with special attention to digital marketing and communication management through 'above the line' and 'below the line' tools. The course also aims to deepen the Customer Relationship Management issues as a customer relationship management process based on effective market segmentation and consumer profiling.
Program
Digital marketing plan:
Introduction to Digital Marketing
Developing a digital marketing strategy
Buyer Personas and Costumer Journey
Omnichannel and Touchpoints
Content Strategy e Search Engine Optimization (SEO)
Social Media:
Role, structure and influence of Social Media
Social Media Marketing Plan
Content and Influencer Marketing
Social Medial listening and monitoring
Market research
Qualitative analysis
Quantitative analysis
How to build a marketing survey
Factor and cluster Analysis
Moderator and Mediator analysis
Structural Equation Models
| Author | Title | Publishing house | Year | ISBN | Notes |
|---|---|---|---|---|---|
| Brian Halligan, Dharmesh Shah | Inbound Marketing: Attract, Engage, and Delight Customers Online | ||||
| Michael R Solomon; Tracy Tuten | Social Media Marketing: Pearson New International Edition | ||||
| Anol Bhattacherjee | Social Science Research: Principles, Methods, and Practices | 2012 |
Examination Methods
Oral exam and group works in itinere
