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 A.A. 2018/2019 A.A. 2017/2018 A.A. 2016/2017 A.A. 2015/2016 A.A. 2014/2015 A.A. 2013/2014 A.A. 2012/2013 A.A. 2011/2012 A.A. 2010/2011 A.A. 2009/2010

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 Marketing e comunicazione 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.

CURRICULUM TIPO:

1° Year 

ModulesCreditsTAFSSD
9
B
SECS-P/08
9
B
IUS/04
6
B
SECS-P/01
9
B
SECS-P/08
9
B
SECS-S/03
6
B
SECS-P/12
Stage
6
F
-

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

ModulesCreditsTAFSSD
9
B
SECS-P/08
9
C
SECS-P/08
6
B
SECS-P/08
9
B
SECS-P/07
9
C
SPS/07
Final exam
15
E
-
activated in the A.Y. 2018/2019
ModulesCreditsTAFSSD
9
B
SECS-P/08
9
C
SECS-P/08
6
B
SECS-P/08
9
B
SECS-P/07
9
C
SPS/07
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

Marketing communications  (2017/2018)

Teaching code

4S003250

Teacher

Paola Signori

Coordinator

Paola Signori

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

Primo Semestre Magistrali dal Oct 2, 2017 al Dec 22, 2017.

Lessons timetable MoodleMoodle Seminars 0

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

6. Communication plan

Program

- Communication models. General theories of marketing communication
- The communication process
- The communication goals
- Communication budget
- Marketing research

- Consumers/receivers studies. The FCB grid.
- Secondary external sources. Psycographic research.
- Communication target definition
- House agency

- brand map, cluster map, cluster brand map
- Media selection
- the black box model and the technical effectiveness indicators
- Communication-mix and marketing-mix
- Media Plan
- The bullet theory
- New stimuli from C2C: dal word-of mouth al word-of-mouse

Reference texts
Author Title Publishing house Year ISBN Notes
Signori P. Marketing Communications Custom Publishing McGraw-Hill Education 2017 9781307084436 Il testo è disponibile solo in e-book, anche al seguente link: https://create.mheducation.com/shop/#/catalog/details/?isbn=9781307084436 Il testo di studio contiene la selezione di alcuni capitoli dai seguenti libri: - Ares Weigold, 2017, Contemporary Advertising and Integrated Marketing Communications, 15th Edition. McGraw-Hill (capitoli 2-5-6-8-9-10-12-13-14-15-16-17-appendix chapter A, B) - Paola Signori, 2008, Visioni, percorsi e verifiche nei controlli manageriali. Applicazioni al marketing e alla comunicazione (capitolo 4). L'e-book contiene inoltre una licenza per utilizzare la piattaforma Connect contenente numerosi esercizi e materiali online. http://connect.mheducation.com/

Examination Methods

This exam is scructured by 3 stages (all mandatory):
1) Written examination (five multiple choice questions and one exercise) maximum 15 points;
2) Project work: a communication plan for a real company (define the case study with the Professor) maximum 15 points;
3) Oral exam, maximum 3 points.

The final grade is composed by the sum of these three sub-exams.

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