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
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 2025/2026The 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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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.
Marketing strategies e analytics (2024/2025)
Teaching code
4S012736
Academic staff
Coordinator
Credits
9
Language
Italian
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
Period
Primo semestre LM dal Sep 30, 2024 al Dec 23, 2024.
Courses Single
Not Authorized
Learning objectives
The aim is to enable the students to have specific marketing competencies at the analytical, strategic and operational levels. The student can draw up a marketing plan managing the main strategic and operational marketing tools. Several case studies at a national and international level will be analysed. A team project will be realized within the course to develop a marketing plan. Such project work will enable students with relational and communication skills, improving their interaction with other students to face and manage complex case studies together.
Program
Introduction to the course
- The nature of marketing
The global marketing environment
The strategic marketing plan
Understanding customer behaviour
Case presentation SIM Award
Marketing research and customer knowledge
Market segmentation and targeting
Formulating a marketing strategy
Value through brands
Value through product creation and management
Value through services
Value through pricing
Distribution:Delivering value to the customer
Integrated marketing communications 1
Integrated marketing communications 2
Digital marketing
Learning assessment procedures
The exam will consist of a written test structured with open-ended questions (3/5 questions). In addition, an optional Project work will be proposed that will be assessed during the exam. No distinction on the exam methods between attending and non-attending students, ditto on the material studied
Evaluation criteria
The evaluation criteria are as follows: - Theoretical knowledge of the individual topics - Level of depth and ability to argue the individual topics - Mastery of language - Ability to connect the topics - Ability to apply the concepts to real cases
Criteria for the composition of the final grade
Exam grade plus a bonus from completing a project work (optional).
Exam language
italiano