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 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:
Modules Credits TAF SSD
Between the years: 1°- 2°
Between the years: 1°- 2°
Project work/stage
9
F
-

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

4S006136

Coordinator

Nicola Cobelli

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

I semestre (Lingue e letterature straniere) dal Sep 26, 2022 al Dec 23, 2022.

Learning objectives

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.

Prerequisites and basic notions

Knowledge of the English language at an intermediate level and knowledge of Marketing Principles is known are suggested

Program

The course aims to offer students the skills useful for governing the marketing processes of goods and services in B2B and B2C exchange activities, with particular reference to digital and interactive marketing. Through an interactive process, students will identify the main theories and dynamics useful for creating a marketing plan, thus deepening both the theoretical and practical aspects of the subject and dealing with the stimuli and challenges of the digital world. The methodological aspects of marketing activities will also be addressed, making students able to assess the information needs necessary to implement a correct decision-making process and the necessary steps to achieve the marketing objectives set also through the use of digital marketing tools.
Textbook: Hanlon A., Digital Marketing, Sage, London, 2022 (second edition).

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.

Didactic methods

Lessons will take place according to frontal teaching methods.
The lessons can be recovered by students who are unable to attend, due to infection by the SARS-Cov-2 virus, by listening to the recordings that will be made available specifically for them.

Learning assessment procedures

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

Evaluation criteria

Theoretical knowledge of the individual topics; Level of in-depth analysis and ability to argue for individual topics; Mastery of language; Ability to link topics; Ability to connect the theoretical arguments also through examples

Criteria for the composition of the final grade

Final exam and optional group work

Exam language

Italiano