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 It will be activated in the A.Y. 2025/2026
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1 module among the following2 modules among the following1 module among the following
- A.A. 2024/2025 Complex systems and social physics - Network science and econophysics - Statistical methods for business intelligence not activated
- A.A. 2025/26 Network science and econophysics not activated1 module among the following2 modules among the followingLegend | 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 (2024/2025)
Teaching code
4S009071
Academic staff
Coordinator
Credits
6
Also offered in courses:
- Digital Marketing and Market Research of the course Master's degree in Data Science
Language
English
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
Period
Semester 2 dal Mar 3, 2025 al Jun 13, 2025.
Courses Single
Authorized
Learning objectives
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
Introduction. The Marketing process: developing Successful Marketing strategies
The digital context, customer journey, omni-channel and touchpoints
Scanning the Marketing Environment
Consumer behavior
Choosing the right marketing strategy
Segmentation, Targeting and Positioning
Developing new products and services
The Pricing Strategies
Managing Marketing Channels
Promotion and its tools
Implementating interactive and multichannel marketing
Integrating Marketing Communication
The web and its tools
Social media: role, structure, and influence.
Developing social media strategies
Social media listening and monitoring.
Doing market research through social media
Using Machine Learning on Social Media
Data Driven approaches on Social Media Analysis
Network Analysis on Social Networks
Team work in class
Group presentations (all) and course conclusion
Learning assessment procedures
The exam consists of open questions and it will be written.
Evaluation criteria
The exam will consist of an in-person written test which will be structured with open-ended questions aimed at ascertaining knowledge of the individual topics concerning digital marketing and related strategies.
All the material included in the program is examined, not just that presented in the classroom.
The ability to connect theoretical principles with real cases and the ability to use technical marketing language will also be assessed. Furthermore, for students who participate in group work, the ability to carry out a business case within the digital context and present the related results will be assessed. This last work will be given a score which will be added to the score of the written exam. The tests in question will be used to ascertain at the end of the course the ability to apply the concepts and tools learned from a theoretical point of view to a concrete case.
Exam language
English
