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 Lingue per la comunicazione turistica e commerciale - 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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1st foreign language
2nd foreign language
2° Year activated in the A.Y. 2020/2021
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1st foreign language
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1st foreign language
2nd foreign language
Modules | Credits | TAF | SSD |
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1st foreign language
Modules | Credits | TAF | SSD |
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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.
Digital and interactive marketing for goods and services (2020/2021)
Teaching code
4S006136
Teacher
Coordinator
Credits
9
Language
Italian
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
Period
I semestre (Lingue e letterature straniere) dal Sep 28, 2020 al Jan 9, 2021.
Learning outcomes
The course has the aim to give the students useful tools and competencies to understand, define and manage digital marketing processes for goods and services both in B2B and B2C activities. Using interactive lectures, business cases, testimonials, and an active approach, students will identify the leading theories to apply in the definition of a marketing plan, studying both theoretical and practical aspects of marketing and facing the digital and classical challenges of today's world. In addition to the theoretical aspects, the course will teach a methodological approach to digital, strategic and operational marketing, identifying the information needed to start a correct decisional process and the steps to reach the identified marketing targets.
Program
Syllabus
- Definitions of Marketing and the role of customer
- Digital marketing, a definition
- Marketing process and marketing plan
- The marketing plan, from its definition to its implementation
- The role of digital marketing in the different steps of a marketing plan
- Value as a measure of company performance
- Marketing and digital marketing of goods and services; principal aspects and differences
- Market analysis and the strategic alternatives
--- Demand Analysis
--- Supply Analysis
--- Consumer analysis
--- Market dynamics
- Supply and its segmentation. The big Italian lifestyle map study
--- Company and Brand identity and digital image
--- The vision, the mission, the values
--- Critical Success Factors
--- Market approach: product oriented or customer oriented
- Communication: the user and the value
- User-generated content and digital communication
Author | Title | Publishing house | Year | ISBN | Notes |
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Jean-Jacques Lambin | Market-driven management. Marketing strategico e operativo (Edizione 7) | McGraw-Hill Education | 2016 |
Examination Methods
Oral exam