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.

Academic calendar

The academic calendar shows the deadlines and scheduled events that are relevant to students, teaching and technical-administrative staff of the University. Public holidays and University closures are also indicated. The academic year normally begins on 1 October each year and ends on 30 September of the following year.

Academic calendar

Course calendar

The Academic Calendar sets out the degree programme lecture and exam timetables, as well as the relevant university closure dates..

Definition of lesson periods
Period From To
primo semestre Sep 28, 2015 Jan 8, 2016
secondo semestre Feb 18, 2016 May 28, 2016
Secondo Semestre Magistrali Feb 22, 2016 Jun 1, 2016
Exam sessions
Session From To
appelli sessione invernale Jan 11, 2016 Feb 13, 2016
appelli sessione estiva Jun 6, 2016 Jul 9, 2016
Appelli sessione autunnale Aug 29, 2016 Sep 16, 2016
Degree sessions
Session From To
sessione autunnale Dec 11, 2015 Dec 18, 2015
sessione invernale Apr 6, 2016 Apr 8, 2016
sessione estiva Sep 13, 2016 Sep 14, 2016
Period From To
vacanze natalizie Dec 23, 2015 Jan 5, 2016
vacanze pasquali Mar 25, 2016 Mar 29, 2016
vacanze estive Aug 8, 2016 Aug 27, 2016

Exam calendar

Exam dates and rounds are managed by the relevant Economics Teaching and Student Services Unit.
To view all the exam sessions available, please use the Exam dashboard on ESSE3.
If you forgot your login details or have problems logging in, please contact the relevant IT HelpDesk, or check the login details recovery web page.

Exam calendar

Should you have any doubts or questions, please check the Enrollment FAQs

Academic staff


Baccarani Claudio

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Bellia Marco

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Berton Marina

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Antonio tessera,  January 25, 2014

Borghesi Antonio

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Brunetti Federico

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Capitello Roberta

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Castellani Paola

symbol email symbol phone-number 045 802 8127

Cavallo Daniela

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Corbella Silvano

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Dalla Rosa Elisa

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Demo Edoardo

symbol email symbol phone-number 045 802 8782 (VR) 0444.393930 (VI)

Gaeta Davide Nicola Vincenzo

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Goldoni Giovanni

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Grossi Luigi

symbol email symbol phone-number 045 802 8247
foto,  June 5, 2018

Mussini Mauro

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Rossi Stefano

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Russo Ivan

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Secondulfo Domenico

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Signori Paola

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Stacchezzini Riccardo

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Zarri Luca

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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.

Modules Credits TAF SSD
Between the years: 1°- 2°

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


Academic staff

Paola Signori






Scientific Disciplinary Sector (SSD)



primo semestre dal Sep 28, 2015 al Jan 8, 2016.

Learning outcomes

The cornerstones of good marketing communications are target audience, message and media, with integration and interactivity being crucial requirements. The context within which these are set is dynamic and turbolent: consumers live in an information-obsessed, media-saturated world with an incredible choice of brands; the impact of technology has altered the way we see, read and communicate. The need to engage audiences with a compelling message is absolutely critical to successful marketing communications. In this text we examine fully integrated ‘360° campaign planning'. We therefore look closely at:

1. The traditional tools of communications: advertising, public relations, direct marketing, personal selling and promotional activities.

2. The ‘hybrid’communication tools.

3. The new emerging developments which have taken marketing communications beyond the traditional mix of tools and media.

4. Various contexts (such as not for profit and business to business) which provide unique challenges to marketing communications.

5. The rise of consumer-generated content.


Coordinator: prof. Antonio Borghesi
Other Teacher:Prof. Paola Signori

Details of the program:

1. Introduction to Marketing Communications
Meaning in Communications.How Marketing Communications Links to Buyer Behaviour. Brand Narrative in Marketing Communications. Trans-Media and Media-Neutral Planning in Communications.

2. How Marketing Communications Works
Branding and the Power of Marketing Communications. Brand Encounters. Brand Conversations . The Mechanics of the Marketing Communications Process. Conventional Approaches to How Marketing Communications Works. The Influence of Intermediaries in the Dissemination of Information. Word of Mouth and Peer-to-Peer Communications . Different Marketing Communications Process Perspectives. Approaches to How Consumers Process Marketing Communications in Making Purchase Decisions


3. Analysis of Target Audiences
Marketing Communications and Buyer Behaviour. The Nature of Consumer Decisions . The Role of Marketing Communications in Consumer Decision Making. Products, Consumers and Situations.

4. Effects and Objectives
Target Audience Segmentation. Communication Effects. Communication Objectives.

5. Strategy and Planning
Why do Marketing Communications have to be Integrated? Is it Promotional Strategy or Marketing Communications Strategy? The 5Rs of Marketing Communications Planning. Strategic Marketing Communications. The Contexts of Marketing Communications. Planning Marketing Communications. Campaign Planning Framework. Setting Budgets for Marketing Communications.

6. Strategic Positioning
Planning for Brand Positioning. Brand Positioning Strategy and Tactics. Positioning from a Customers Perspective. Positioning and Categorization. Positioning the Product Category. Changing Category Perceptions. Positioning in New and Emerging Market. Positioning in Mature Markets. Positioning in Different Contexts.

7. Tactics and Techniques of Positioning
The Link between Positioning Strategy and Tactics. Communication Effects Required. Tactical Positioning Guidelines. Brand Name. Logotypes. Typefaces. Packaging. Other Tactical Elements.Improve the Position. The Cumulative Memetic Effects of Positioning.


8. Building Brand Equity
Understanding what Branding is. Dimensions of Brands. Functions of Branding. Introducing Brand. Equity. Brand Identity. Brand Personality. Building Brands. Brand Architecture. Measuring the Value of Brand Equity.

9. Brand Narrative and Relational Management
Evolving Brand Communications. Brand Meaning. The Need for Brand Narratives. Relationship Marketing and Relationship Branding. Investing in Relationships with Customers. Building Retail Customer Relationships through Loyalty Cards. Brand Communities.

10. The Marketing Communications Mix
What is the Communications Mix? Description of Communications Mix Tools. Advertising Strategy.

11. Advertising Strategy
Brand Positioning and Narrative Development. Target Audience Characteristics. Target Audience Relationship with the Brand and Advertising. Communication Objectives. Informational Content. Activity and Engagement. Strength of Argument. Argument Level: Means-End Chains. Number of Arguments. Appealing to Informational and Transformational Needs. Attitude towards the Communication. Requirements for Informational and Transformational Advertising Appeals. Flexibility.

12. Advertising Creativity
What is Advertising Creativity? Advertising Tactics to Achieve Attention Processing Conviction. Tools for Grabbing Attention. Tools for Learning and Conviction.

13. Media Concepts and Media Planning
Trends in Media. Media Concepts. Analysing Market Situations and Conditions Responding to Competitors Media Expenditure. Share of Voice. Asymmetric Competition. Media Planning Objectives. Media Selection Criteria. The Media Budget. Media Planning and Scheduling. Creative Media Planning. Integrated Marketing Communications.

14. Public Relations and Hybrid Marketing Communications
Targets for Public Relations. Tools of Public Relations. Strategy and Tactics of Public Relations.

15. Sales and Sales Promotion
The Nature of Sales and Sales Promotion. Sales and Sales Promotion in the Context of the Marketing Communications Mix. Sales and Sales Promotional Objectives. Sales and Sales Promotion as Part of Strategy. Sales Force Selling. Sales Promotional Tactics. Direct Marketing Promotions.

16. Beyond Traditional Marketing Communications
Brand Building through Marketing Communications. The Social Web in Context. The Changing Nature of Marketing Communications. Factors Affecting the Transformation of Marketing Communications. Social Web. Digital Conversation Platforms. Reinventing TV Advertising.

17. Evaluating Marketing Communications
Evaluating the Application of Marketing Communications in a Brand-Driven Organization. Primary Purpose of Evaluating Marketing Communications. Evaluation and Measurement Focus. Methods of Evaluating Marketing Communications. Environmental Issues in Marketing Communications. Ethical Considerations. Regulatory Controls. Green and Eco-Friendly Considerations.

Text book:
- Micael Dahlen, Fredrik Lange, Terry Smith, Marketing Communications: A Brand Narrative Approach, Wiley,2010

Didcatical support provided by teachers and set on line on the e-learning area is only a support and it does not intended ad subsistutive of the text book

Examination Methods

The exam is written and oral.
The written exam is divided into two parts.
The first part consists of 9 questions with closed answers. Failure to respond is considered wrong answer. The wrong answer does not result in charges. For each correct answer will be awarded 2/30 (for all the correct answers, then, 18/30). Who should respond properly to less than 5 out of 9 questions can not access the marking of the second part of the written examination. To perform the test the time available will be 10 minutes.
The second part consists of an open question relating to a business case with respect to which the student has to propose a suitable solution. For the test will come a time of 40 minutes.

The oral examination will be carried out only by those for whom the teacher considers that it lacks sufficient elements of judgment from the written exams.

The oral examination consists of establishing the critical knowledge of the contents of the study material.


DO NOT send e-mail to the teacher for the enrollment examination. Emails with that object will not be answered.

Exams take place on any particular day, no exception

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

Type D and Type F activities

Modules not yet included

Career prospects

Module/Programme news

News for students

There you will find information, resources and services useful during your time at the University (Student’s exam record, your study plan on ESSE3, Distance Learning courses, university email account, office forms, administrative procedures, etc.). You can log into MyUnivr with your GIA login details: only in this way will you be able to receive notification of all the notices from your teachers and your secretariat via email and also via the Univr app.

Linguistic training CLA


List of thesis proposals

theses proposals Research area
Brand identity e corporate brand storytelling Various topics
Il futuro del corporate reporting (COVID19) Various topics
Le scelte alimentari dei giovani italiani: quanto è importante la sostenibilità? Various topics
Nuovi scenari e nuovi contesti di acquisto e consumo di bevande alcoliche Various topics
Sfide e opportunità del contesto digitale Various topics
Tesi di Laurea in Economia Comportamentale Various topics


Gestione carriere

Student login and resources