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

A.A. 2024/2025 A.A. 2023/2024 A.A. 2022/2023 A.A. 2021/2022 A.A. 2020/2021 A.A. 2019/2020 A.A. 2018/2019 A.A. 2017/2018 A.A. 2016/2017 A.A. 2015/2016 A.A. 2014/2015 A.A. 2013/2014 A.A. 2012/2013 A.A. 2011/2012 A.A. 2010/2011 A.A. 2009/2010

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 2025/2026

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:

1° Year 

ModulesCreditsTAFSSD
1st foreign language
9
B
L-LIN/12
9
B
L-LIN/04
9
B
L-LIN/14
9
B
L-LIN/07
9
B
L-LIN/21
2nd foreign language
9
B
L-OR/21
9
B
L-LIN/12
9
B
L-LIN/04
9
B
L-LIN/14
9
B
L-LIN/07
9
B
L-LIN/21
6
B
IUS/04
9
B
SECS-P/08
6
B
SECS-P/07
6
C
SECS-P/12
Project work o stage
9
F
-

2° Year   activated in the A.Y. 2021/2022

ModulesCreditsTAFSSD
1st foreign language
6
B
L-LIN/21
6
B
L-LIN/12
6
B
L-LIN/04
6
B
L-LIN/14
6
B
L-LIN/07
6
B
INF/01
6
C
SECS-P/11
9
B
SECS-P/08
6
B
SECS-P/07
Final exam
15
E
-
Modules Credits TAF SSD
Between the years: 1°- 2°
Further language skills
6
F
-
Between the years: 1°- 2°
12
D
-

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.

A Basic activities
B Characterizing activities
C Related or complementary activities
D Activities to be chosen by the student
E Final examination
F Other training activities
S Placements in companies, public or private institutions and professional associations

Digital and interactive marketing for goods and services [Cognomi M-Z]  (2021/2022)

Teaching code

4S006136

Teacher

Rossella Baratta

Coordinator

Rossella Baratta

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

I semestre (Lingue e letterature straniere) dal Sep 27, 2021 al Jan 8, 2022.

Lessons timetable MoodleMoodle Seminars 0

Learning outcomes

The course aims 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 contexts. Using interactive lectures, business cases, testimonials, and an active approach, students will identify the leading theories to apply in the development of a marketing plan, studying both theoretical and practical aspects of marketing, including the digital 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 decision-making process and the steps to reach the identified marketing targets.

Program

PROGRAM

Introduction to marketing for goods and services
The evolution of marketing
Analysis of marketing
Analysis of the macro-environment and emerging trends
The digital environment and marketing 4.0
Analysis of the consumer
The purchasing behavior in B2C and B2B markets
Market analysis and segmentation
Analysis of the competition
The marketing research: methodologies
Strategic marketing
The choice of the target market
Strategies of positioning
The strategic marketing alternatives
Competitive advantage and performance metrics
The strategic marketing plan
Operational marketing
Product decisions
Brand management
The decisions of price
Distribution
Marketing communication
User generated content and digital communication
Group works

STUDY MATERIALS

- Slides
- Jean-Jacques Lambin, Market-driven management. Marketing strategico e operativo (Ed. 8). McGraw-Hill Education, 2021.

All participants are recommended to use the Moodle platform, where links to lectures, slides and recordings will be posted and all course information will be provided.

Bibliography

Vai alla bibliografia
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

EXAMINATION

The examination will consist of an oral test with open-ended questions designed to ascertain knowledge of individual topics related to the marketing processes of goods and services.
The evaluation criteria are as follows:
- Theoretical knowledge of individual topics
- Level of detail and argumentation of individual topics
- Appropriate use of language
- Ability to connect the topics
- Ability to apply concepts to real cases

Attending students will have the opportunity to participate in a group work aimed at creating a marketing plan. The score given to the group work will be added to the exam grade.

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