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

ModulesCreditsTAFSSD
9
A
IUS/01
6
C
IUS/09
9
A
SECS-P/01
9
A
SECS-S/06
Abilita' linguistiche (B1 completo lingua inglese)
6
E/F
-

2° Year  activated in the A.Y. 2018/2019

ModulesCreditsTAFSSD
9
B
IUS/04
9
B
SECS-P/01
9
B
SECS-P/03
9
B
SECS-S/01

3° Year  activated in the A.Y. 2019/2020

ModulesCreditsTAFSSD
6
B
SECS-P/08
Stage
6
S
-
Final exam
3
E
-
ModulesCreditsTAFSSD
9
A
IUS/01
6
C
IUS/09
9
A
SECS-P/01
9
A
SECS-S/06
Abilita' linguistiche (B1 completo lingua inglese)
6
E/F
-
activated in the A.Y. 2018/2019
ModulesCreditsTAFSSD
9
B
IUS/04
9
B
SECS-P/01
9
B
SECS-P/03
9
B
SECS-S/01
activated in the A.Y. 2019/2020
ModulesCreditsTAFSSD
6
B
SECS-P/08
Stage
6
S
-
Final exam
3
E
-
Modules Credits TAF SSD
Between the years: 1°- 2°- 3°

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.




S Placements in companies, public or private institutions and professional associations

Teaching code

4S00389

Coordinator

Paola Signori

Credits

6

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

First semester bachelor degree dal Sep 16, 2019 al Jan 10, 2020.

Learning outcomes

This Marketing course will cover marketing under analytic-strategic-operational perspectives to understand the implementation of marketing processes. The student will learn why and how 'Marketing' is the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large. This course seeks to teach students marketing concepts, often by having them actually “do marketing”—by putting them in the shoes of a marketing manager facing actual marketing decisions. At the end of this course, students will be able to apply marketing concepts to solve real problems, and to create a marketing plan for a virtual or a real case. This application will enable students to conduct an environmental scanning, analyze markets and consumer behaviours, take strategic and operational decisions and measure their results.

Program

The 2019/20 Marketing course (in Vicenza) will cover the following topics:
- Creating Customer Relationships and Value through Marketing
- Developing Successful Marketing and Organizational Strategies
- Scanning the Marketing Environment
- Understanding Consumer Behavior
- Market Segmentation, Targeting, and Positioning
- Managing Successful Products and Brands
- Building the Price Foundation
- Arriving at the Final Price
- Managing Marketing Channels and Supply Chain
- Integrated Marketing Communications and Direct Marketing
- Using Social Media to Connect with Consumers
- Implementing Interactive and Multichannel Marketing
- Appendix: Building an Effective Marketing Plan
Practice Marketing: business game online.

Frontal lessons will be given in Italian with the support of slides and video cases in English. Foreign students that would like to attend this course are welcome. In case of foreign students choosing this course, the teacher could switch into English when needed. Please contact the professor if interested.
Students could also choose the full handbook in English; check the programme for selected chapters.
Online resources are available in students dedicated websites (Connect for assignments and exercises, and MHPractice for business games): more instruction in e-learning.

Reference texts
Author Title Publishing house Year ISBN Notes
Signori P. Marketing A.A. 2019-2020 Custom Publishing McGraw-Hill Education 2019 9781307472929 L'edizione create è un'edizione composta da nove capitoli in lingua italiana e tre in lingua inglese più le appendici. Tale testo è customizzato e contiene una selezione delle edizioni in italiano e in inglese dei libri: - versione italiana: MARKETING (2014) di Kerin, Hartely, Rudelius, Pellegrini, terza edizione McGraw-Hill. - versione inglese: MARKETING (2019) di Kerin, Hartely, 14th edition McGraw-Hill.
Signori P. Marketing A.A. 2019-2020 (ebook) Custom Publishing McGraw-Hill Education 2019 9781307499339 Link per l’acquisto: https://create.mheducation.com/shop/#/catalog/details/?isbn=9781307499339 Il prezzo è 33 euro. Il solo codice Connect ha un prezzo più alto ( Cara Paola, Per quanto riguarda l’ebook, ecco il link per l’acquisto: https://create.mheducation.com/shop/#/catalog/details/?isbn=9781307499339 Il prezzo è 33 euro. Per quanto riguarda l’e-commerce del solo codice Connect il prezzo è 47,58 euro per cui non conviene l'acquisto del solo codice senza libro.

Examination Methods

The final exam grade is composed by the mean (50%) of two written exams.

Written exam= 10-15 open questions (in italian or english) on Operational Marketing (chapters 6-12).
Oral exam= on Analytic and Strategic Marketing (in italian or english), chapters 1-5.

Intermediate exam (Nov. 2019) on half program (chapters 1-5)= during the course a multiple choice exam (10 questions in english) will be scheduled. A positive score permits to skip the oral exam. The grade of the intermediate exam is weighted 50% on the total grade. Intermediate exam is valid only in the first two exam sessions after the lessons.
Additional projects= other assignements will be offered during the course. A positive evaluation on them provides integrative points (up to 4) to add to the final grade. More detailed instructions in e-learning.

Lectures will be given in Italian, with a large use of slides and video cases in English. Foreign students will be helped by the lecturer with the full support of the English version of the textbook. Assignments, exercises and business game online useful to earn additional points to the final grade, are in English.

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