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.

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 Marketing e comunicazione 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.

CURRICULUM TIPO:

1° Year 

ModulesCreditsTAFSSD
Stage
6
F
-

2° Year   activated in the A.Y. 2021/2022

ModulesCreditsTAFSSD
Final exam
15
E
-
activated in the A.Y. 2021/2022
ModulesCreditsTAFSSD
Final exam
15
E
-
Modules Credits TAF SSD
Between the years: 1°- 2°

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.




S Placements in companies, public or private institutions and professional associations

Teaching code

4S006065

Coordinator

Ilenia Confente

Credits

6

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

primo semestre (lauree magistrali) dal Oct 4, 2021 al Dec 17, 2021.

Learning outcomes

The course aims first at introducing students to the impact of digitization on business processes and activities; second, it will particularly focus on marketing implications made possible by the Internet. More in detail, in Federico Brunetti’s module topics will considered more under a theoretical perspective, in order to deliver rationales, concepts and future directions in the digital contexts. Alberto Mariutto’s module, for its part, will be eminently practical, in order to transfer knowledge and application of the main tools and best practices dealing with creation and support to an effective digital presence. By completion of the course, students will ba able to understand, design and implement strategies and techniques for the development of digital marketing projects.

Program

contesto digitale: comprensione delle dinamiche di un brand digitale  Digital business models  Customer Journey e Digital Marketing  Omni-canalità e touchpoints digitali Strutturazione di un progetto di Digital Marketing  Le fasi di creazione e sviluppo di una Digital Strategy  Costruzione di Buyer Personas & Customer Journey  Content Strategy e Search Engine Optimization (SEO) Strumenti web  Email marketing e relativi tool  Creazione di un sito e blog con Wordpress e Photoshop  Web Analytics  Lettura dei dati con Analytics  Il Digital Marketing outbound (DEM, SEM and GDN…) Social media  Ruolo, struttura e influenza dei Social Media  La strategia di social media marketing - un piano di social media marketing (teoria)  Pianificazione ed esecuzione di una tattica di social media marketing (pratica)  Content Marketing e Influencer Marketing nei Social media  Influencer Marketing: una testimonianza concreta Social Media listening and monitoring  Analisi e ricerche sui social media  Gestione dei dati e metriche nei social media. KPI’s  Follow-up sui lavori di gruppo

Bibliography

Visualizza la bibliografia con Leganto, strumento che il Sistema Bibliotecario mette a disposizione per recuperare i testi in programma d'esame in modo semplice e innovativo.

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. The exam will be take in place but the online exam will be allowed for those students who will request it.

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