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. 2026/2027 A.A. 2025/2026 A.A. 2024/2025

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
6
B
IUS/06
6
B
SECS-P/06
9
B
SECS-P/08
12
B
SECS-P/07 ,SECS-P/09
6
B
SECS-P/08
9
B
MAT/09
English language B2
3
F
-

2° Year  activated in the A.Y. 2025/2026

ModulesCreditsTAFSSD
9
C
SECS-P/13
9
B
SECS-P/10
6
B
SECS-P/02
9
B
SECS-P/08
1 module among the following
9
C
AGR/01
9
C
SECS-P/08
9
C
SECS-P/07
Stage
9
F
-
Final exam
9
E
-
activated in the A.Y. 2025/2026
ModulesCreditsTAFSSD
9
C
SECS-P/13
9
B
SECS-P/10
6
B
SECS-P/02
9
B
SECS-P/08
1 module among the following
9
C
AGR/01
9
C
SECS-P/08
9
C
SECS-P/07
Stage
9
F
-
Final exam
9
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

Marketing & Supply Chain Management  (2025/2026)

Teaching code

4S012443

Teacher

Not yet assigned

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

Secondo semestre LM dal Feb 16, 2026 al May 20, 2026.

Courses Single

Authorized

Lessons timetable MoodleMoodle Seminars 0

Learning objectives

The course aims to provide an understanding of the relationship between marketing processes and supply chain management, analyzing the cost-service trade-off and the strategic and operational activities aimed at creating value along the supply chain.
Special attention will be given to consumer behavior and its role for the management and updates of the strategic and operational choices within a supply chain.
Furthermore, an additional focus will be placed on studying and analyzing relationships with other actors in the supply chain from a business-to-business perspective. This will involve examining the strategies and activities necessary for effective negotiation between parties, including cross-cultural aspects.
By the end of the class, students will have knowledge and understanding of management tools and techniques for effectively managing relationships with both B2B and B2C customers, both at the national and international levels. This will be achieved also through the discussion of case studies and operational tools.

Program

1) The Interface between Marketing and Supply Chain Management
Analysis of strategic and operational interactions between marketing and supply chain processes;
exploration of synergies and tensions in creating customer value and improving business process efficiency.
Key marketing strategies for final customer service.
2) Consumer Behavior and Its Role in the Supply Chain
Study of consumer purchasing behavior and preferences;
Analysis and implementation of segmentation strategies;
Assessment of the impact of end-customer choices on supply chain configuration, flexibility, and responsiveness.
3) Towards a Customer-Centric Supply Chain: Required Changes, Innovations, and Reconsiderations
The evolution of supply chain management from a customer-centric perspective;
Organizational, technological, and strategic implications for a supply chain focused on perceived customer value.
Case studies and business testimonials.
4) The Supplier–Customer Relationship in Business-to-Business Contexts
Business-to-business markets and relationships;
From transactional to relational and adaptive approaches;
Analysis and evaluation of relationship value (the key account management perspective);
B2B marketing tools for initiating and managing relationships (multi-stage marketing, B2B branding, strategies for online platforms).
5) Business-to-Business Negotiation
Sales and purchasing processes and the role of negotiation;
Elements, strategies, and styles of negotiation;
Managing (inter)cultural elements in negotiation.

Learning assessment procedures

The assessment for this course consists of a written exam that will be structured with open-ended
questions aimed at assessing the knowledge of individual topics covered in the study material and
the ability to apply this knowledge effectively. All the material covered in the program will be
subject to examination, not just the contents presented during the lectures.

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

The criteria for evaluation will be the following: ability to connect theoretical principles with real-
life cases; ability to use technical language specific to marketing and supply chain management;
critical ability to solve a business problem related to the topics of this course.

Exam language

Italiano

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