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 15, 2014 Jan 9, 2015
secondo semestre Feb 19, 2015 May 29, 2015
Exam sessions
Session From To
sessione invernale Jan 12, 2015 Feb 18, 2015
sessione estiva Jun 4, 2015 Jul 11, 2015
sessione autunnale Aug 24, 2015 Sep 9, 2015
Degree sessions
Session From To
sessione autunnale Dec 12, 2014 Dec 19, 2014
sessione invernale Apr 8, 2015 Apr 10, 2015
sessione estiva Sep 10, 2015 Sep 11, 2015
Period From To
festività natalizie Dec 22, 2014 Jan 5, 2015
festività pasquali Apr 3, 2015 Apr 7, 2015
vacanze estive Aug 10, 2015 Aug 22, 2015

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 Enrolment FAQs

Academic staff


Baccarani Claudio

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Berton Marina

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Borghesi Antonio

symbol email symbol phone-number +39 045 802 8218

Brunetti Federico

symbol email symbol phone-number 045 802 8494

Capitello Roberta

symbol email symbol phone-number 045 802 8488

Castellani Paola

symbol email symbol phone-number 045 802 8127

Cavallo Daniela

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Corbella Silvano

symbol email symbol phone-number 045 802 8217

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

symbol email symbol phone-number 045 683 5632

Goldoni Giovanni

symbol email symbol phone-number 045 802 8792

Grossi Luigi

symbol email symbol phone-number 045 802 8247

Mussini Mauro

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Rossi Stefano

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Russo Ivan

symbol email symbol phone-number 045 802 8161 (VR)

Secondulfo Domenico

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Signori Paola

symbol email symbol phone-number 0444 393942 (VI) 045 802 8492 (VR)

Stacchezzini Riccardo

symbol email symbol phone-number 045 802 8186

Zarri Luca

symbol email symbol phone-number 045 802 8101

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 enrolment year.

activated in the A.Y. 2015/2016

2° Year activated in the A.Y. 2015/2016

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





Antonio Borghesi



Scientific Disciplinary Sector (SSD)


The teaching is organized as follows:

Lezione 1




primo semestre

Academic staff

Paola Signori

Lezione 2




primo semestre



Academic staff

Ivan Russo

Lezione 3




primo semestre



Academic staff

Antonio Borghesi

Learning outcomes

The aim of the module is to study in depth the enterprise communication, analysing the subject under the Marketing perspective understanding how to choose the right Communication Mix, with a particular attention to the management and control of the communication result. New marketing trends will be studied, too. The student will be enabled to have the right tools to understand the dynamics which lead to an organization communication decision, planning, management and evaluation.


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.

The textbook are:

- Micael Dahlen, Fredrik Lange, Terry Smith, Marketing Communications: A Brand Narrative Approach, Wiley,2010
- SIGNORI P., Visioni, percorsi e verifiche nei controlli manageriali. Applicazioni al marketing e alla comunicazione, Milano, McGraw-Hill, 2008, chapters to be

Further reading material will be provided in the e-learning at the beginning of the semester.

Examination Methods

written and oral exam in Italian

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 soon also via the Univr app.

Further services

I servizi e le attività di orientamento sono pensati per fornire alle future matricole gli strumenti e le informazioni che consentano loro di compiere una scelta consapevole del corso di studi universitario.


List of theses and work experience proposals

theses proposals Research area
Comunicazione per la sostenibilità Various topics
Il futuro del corporate reporting (COVID19) Various topics
Le nuove sfide per le supply chain (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


Linguistic training CLA

Gestione carriere

Student login and resources