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 activated in the A.Y. 2022/2023
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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.
Creativity and marketing innovation (2021/2022)
Teaching code
4S009096
Academic staff
Coordinator
Credits
9
Language
Italian
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
Period
primo semestre (lauree magistrali) dal Oct 4, 2021 al Dec 17, 2021.
Learning outcomes
The course aims to analyze business creative processes, highlighting their connections with marketing and innovation, with particular attention to product innovation.
Within a theoretical framework that sees creativity as a primary intangible resource to face and promote change, manage problem solving and generate innovation, the reasoning is articulated on different levels, individual, group and organizational, in which it can be declined the development of creativity.
At the end of the course, the student will have acquired: - a basic knowledge of the paradigms of creativity and innovation in marketing; - method indications (mental and technical approaches) to creatively carry out any professional activity, even beyond the marketing sphere, and to develop the creativity of a work team; - awareness of the personal skills to be equipped to generate innovation and change.
Program
Product innovation
- A multidimensional concept
- The importance of product innovation
- Product innovation and competitiveness
- The determinants of product innovation: Novelty, Resolution, Elaboration
- Product innovation and organizational creativity
Organizational creativity
- The three-dimensionality of corporate creativity: individual, group and organizational factors
- Where good ideas come from: long time, collision, connection and creative failure
- The principles of creativity: breaking of the paradigm, paradox and multisensoriality
- Creative thinking and creative process
- Techniques for developing creativity
- Managerial approaches and soft skills for the creative marketing manager
Marketing and innovation
- The marketing strategies of innovation: timing and positioning
- Product development: from concept generation to market launch
- Creativity and words: tthe naming, a complex activity
- The role of marketing tests
- Obstacles to change and creativity killers
- Leadership in marketing teams: from leadership of one's ideas to innovation leadership
Reference Books
1. Vicari S., Cillo P., Raccagni D., Product Innovation. Dall'idea al lancio del nuovo prodotto, Egea, Milano, 2013.
2. additional material uploaded to the teaching moodle.
The content of the textbooks, as well as the lessons and exercises, is part of the program. Further in-depth educational material is available during the semester of lesson on the e-learning platform.
Bibliography
Examination Methods
The exam is structured in a written part (compulsory) and in a possible oral part proposed by the teacher in case of doubt. The oral exam can also be requested by the student as a supplement to the written mark.
The written part consists of 5/6 open but precise questions, which will focus on the textbook, notes (for attending students) and the handouts available on the course moodle.
