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.

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:

2° Year   activated in the A.Y. 2022/2023

ModulesCreditsTAFSSD
9
C
AGR/01
9
B
SECS-P/08
activated in the A.Y. 2022/2023
ModulesCreditsTAFSSD
9
C
AGR/01
9
B
SECS-P/08
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

4S003250

Coordinator

Paola Signori

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

secondo semestre (lauree magistrali) dal Feb 21, 2022 al May 13, 2022.

Learning outcomes

This Marketing Communications course is focused on theoretical and technical fundamentals of communications for business, aligned with a marketing approach. In particular, students will understand how to analyze markets and competitors in order to create a marketing strategy, and then define the right communication mix and its metrics for the control. New marketing and communication trends will be discussed through case studies. During this course, students will be asked to apply with creativity these tendencies and techniques, in order to create a professional communication plan.

Program

This marketing and communications course needs a basic knowledge on marketing concepts (analytical, strategical and marketing mix). The program offers theoretical and technical knowledge to help students in preparing professional communication plans. In details, the course will cover the following parts:
- Course introduction, from marketing strategy to marketing communication.
- The communication process and its monitoring (five Ws model and nine control areas). Defining communication goals, aligned to marketing strategies.
- Communication models towards the Integrated Marketing Communication framework
- Planning the campaing (consumer journey analysis, FCB Grid. Kvaerk maps, market segmentation and profilation, marketing mix, determinants of campaign strategy. IMC planning, Planning media strategy - black box, John Christie, Bertier Marc- and disseminating the message. Brand Mapping, cluster mapping, cluster brand map. The budget.)
- Executing and evaluating the campaign (Multiple touchpoints, customer experience and communication mix.)
- Marketing Plan Outline. Building an effective marketing and communication plan. Case studies.

In this course, all of the lecturers will be given in Italian. Teaching materials (in italian and partially in English) will be available in E-learning.

Bibliography

Visualizza la bibliografia con Leganto, strumento che il Sistema Bibliotecario mette a disposizione per recuperare i testi in programma d'esame in modo semplice e innovativo.

Examination Methods

This exam is composed by two parts: written and oral. Foreign students should contact Prof. Signori for further information.

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