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. 2022/2023
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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 (2021/2022)
Teaching code
4S009071
Academic staff
Coordinator
Credits
6
Language
English
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
Period
Secondo semestre dal Mar 7, 2022 al Jun 10, 2022.
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
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
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.