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

A.A. 2024/2025 A.A. 2023/2024 A.A. 2022/2023 A.A. 2021/2022 A.A. 2020/2021 A.A. 2019/2020 A.A. 2018/2019 A.A. 2017/2018 A.A. 2016/2017 A.A. 2015/2016 A.A. 2014/2015 A.A. 2013/2014 A.A. 2012/2013 A.A. 2011/2012 A.A. 2010/2011 A.A. 2009/2010

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 2025/2026

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
1ST FOREIGN LANGUAGE
9
B
L-LIN/12
9
B
L-LIN/04
9
B
L-LIN/14
9
B
L-LIN/07
9
B
L-LIN/21
2nd FOREIGN LANGUAGE
9
B
L-OR/21
9
B
L-LIN/12
9
B
L-LIN/04
9
B
L-LIN/14
9
B
L-LIN/07
9
B
L-LIN/21
6
B
IUS/04
9
B
SECS-P/08
6
B
SECS-P/07
6
C
SECS-P/12

2° Year   activated in the A.Y. 2022/2023

ModulesCreditsTAFSSD
1ST FOREIGN LANGUAGE
6
B
L-LIN/21
6
B
L-LIN/12
6
B
L-LIN/04
6
B
L-LIN/14
6
B
L-LIN/07
6
B
INF/01
6
C
SECS-P/11
9
B
SECS-P/08
6
B
SECS-P/07
Final exam
15
E
-
Modules Credits TAF SSD
Between the years: 1°- 2°
12
D
-
Between the years: 1°- 2°
Further linguistic skills
6
F
L-LIN/09
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
3
F
-
Between the years: 1°- 2°
Project work/stage
9
F
-

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

Marketing and digital communication for tourism  (2022/2023)

Teaching code

4S006135

Teacher

Vania Vigolo

Coordinator

Vania Vigolo

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

I semestre (Lingue e letterature straniere) dal Sep 26, 2022 al Dec 23, 2022.

Lessons timetable MoodleMoodle Seminars 1

Learning objectives

This course intends to provide specific knowledge on tourism marketing with a focus on digital communication. By the end of the course, the students will be able to manage the main strategic and operational marketing tools and to create a marketing plan for the tourism industry.

Prerequisites and basic notions

No presequisites

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
Recommended books:
-Martini U. (a cura di) (2017). Management e marketing delle destinazioni turistiche territoriali. Metodi, approcci e strumenti, McGrawHill (only chapters 1, 2, 3, 4, 6, 7, 8, 10)
- Kerin R.A., Hartley S.W., Pellegrini L., Massara F. e Corsaro D. (2020). Marketing, IV edizione, McGraw-Hill (only chapters 2, 3, 4, 9, 14, 15)
- Sorokina, E., Wang, Y., Fyall, A., Lugosi, P., Torres, E., & Jung, T. (2022). Constructing a smart destination framework: A destination marketing organization perspective. Journal of Destination Marketing & Management, 23, 100688.
- Lund, N. F., Cohen, S. A., & Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of destination marketing & management, 8, 271-280.

Bibliography

Vai alla bibliografia
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.

Didactic methods

The teaching includes face-to-face and interactive lessons, as well as meetings with entrepreneurs and managers.
Attending students will participate in a group work aimed at creating a marketing plan for a tourist destination.
Lessons will be recorded and made available on moodle.

Learning assessment procedures

The exam consists of an oral test with five specific questions aimed at ascertaining the students' knowledge, skills and competencies.

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

Evaluation criteria

Assessment criteria:
- Level of knowledge and depth of individual topics
- Ability to connect topics
- Ability to apply concepts to real cases
- Property of language.
Attending students will have the opportunity to participate in group work aimed at the realization of a marketing plan for a tourist destination.

Criteria for the composition of the final grade

The final score is given by the sum of the scores obtained from the individual answers. Each of the 5 answers is assigned a score from 0 to 6 points. To pass the exam, a minimum grade of 18/30 is required.
The score attributed to the group work will be added to the mark of the exam.

Exam language

Italiano