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

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 Management e strategia 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.

1° Year

ModulesCreditsTAFSSD
9
B
SECS-P/02
6
B
SECS-S/03
1 module between the following
9
B
SECS-P/07
9
B
SECS-P/07
1 module between the following
9
B
SECS-P/08
9
B
SECS-P/08
1 module between the following
6
C
SECS-P/10
6
C
SECS-P/13
1 module between the following
9
B
SECS-P/07
9
B
SECS-P/07
English B2
4
F
-

2° Year  activated in the A.Y. 2024/2025

ModulesCreditsTAFSSD
6
B
IUS/07
6
B
SECS-P/01
1 module between the following
9
B
SECS-P/08
9
B
SECS-P/08
1 module between the following
9
B
SECS-P/08
9
B
SECS-P/10
1 module between the following
9
C
SECS-P/07
9
C
SECS-P/07
Stage
5
F
-
Final exam
15
E
-
ModulesCreditsTAFSSD
9
B
SECS-P/02
6
B
SECS-S/03
1 module between the following
9
B
SECS-P/07
9
B
SECS-P/07
1 module between the following
9
B
SECS-P/08
9
B
SECS-P/08
1 module between the following
6
C
SECS-P/10
6
C
SECS-P/13
1 module between the following
9
B
SECS-P/07
9
B
SECS-P/07
English B2
4
F
-
activated in the A.Y. 2024/2025
ModulesCreditsTAFSSD
6
B
IUS/07
6
B
SECS-P/01
1 module between the following
9
B
SECS-P/08
9
B
SECS-P/08
1 module between the following
9
B
SECS-P/08
9
B
SECS-P/10
1 module between the following
9
C
SECS-P/07
9
C
SECS-P/07
Stage
5
F
-
Final exam
15
E
-
Modules Credits TAF SSD
Between the years: 1°- 2°
9
D
-

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

Strategic Marketing  (2023/2024)

Teaching code

4S008088

Academic staff

Ilenia Confente, David D'Acunto

Coordinator

Ilenia Confente

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

Secondo semestre (lauree magistrali) dal Feb 26, 2024 al May 24, 2024.

Courses Single

Authorized

Lessons timetable MoodleMoodle Seminars 0

Learning objectives

The aim is to enable student to have the specific marketing competencies at both strategic and operational level. The student will be able to draw up a marketing plan managing the main strategic and operational 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 marketing plan. Such project work will enable students with relational and communication skills, improving their interaction with other students in order to face and manage together complex case studies.

Program

The Evolution of the Role of Marketing
The concept of market orientation
Globalization of markets and emerging values
New digital technologies and their impact on consumers and businesses
The Marketing Plan
Analysis of the Current Situation: Analytical Marketing
Market attractiveness analysis
Business competitiveness analysis
Understanding Customer Behavior
Analysis of customer needs
Analysis of the customer purchase process, customer journey, and omnichannel approach
Marketing information systems and CRM
Implementation of Strategic Marketing
Defining marketing objectives and strategies
Market analysis through segmentation
Target market and positioning strategies
Formulating a marketing strategy
Implementation of Operational Marketing
Decisions regarding the launch of new products, product lifecycle, consumer, industrial, or service products
Brand management (brand, labels, certifications)
Distribution decisions in a multi-channel and omnichannel perspective
Pricing decisions
Marketing communication decisions
Web marketing and social media marketing
KPIs for Measuring the Effectiveness and Efficiency of Strategic Decisions

Learning assessment procedures

The exam will be written with open questions.

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

Exam language

italiano