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

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.

1° Year

ModulesCreditsTAFSSD
9
B
SECS-P/02
6
B
SECS-S/03
1 module between the following
9
B
SECS-P/07
9
B
SECS-P/07
1 module between the following
9
B
SECS-P/07
9
B
SECS-P/07
1 module between the following
9
B
SECS-P/08
9
B
SECS-P/08
1 module between the following
6
C
SECS-P/10
6
C
SECS-P/13
English B2 level
4
F
-

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

ModulesCreditsTAFSSD
6
B
IUS/07
6
B
SECS-P/01
1 module between the following
9
B
SECS-P/08
9
B
SECS-P/08
1 module between the following
9
B
SECS-P/08
9
B
SECS-P/10
1 module between the following
9
C
SECS-P/07
9
C
SECS-P/07
Stage
5
F
-
Final exam
15
E
-
ModulesCreditsTAFSSD
9
B
SECS-P/02
6
B
SECS-S/03
1 module between the following
9
B
SECS-P/07
9
B
SECS-P/07
1 module between the following
9
B
SECS-P/07
9
B
SECS-P/07
1 module between the following
9
B
SECS-P/08
9
B
SECS-P/08
1 module between the following
6
C
SECS-P/10
6
C
SECS-P/13
English B2 level
4
F
-
activated in the A.Y. 2021/2022
ModulesCreditsTAFSSD
6
B
IUS/07
6
B
SECS-P/01
1 module between the following
9
B
SECS-P/08
9
B
SECS-P/08
1 module between the following
9
B
SECS-P/08
9
B
SECS-P/10
1 module between the following
9
C
SECS-P/07
9
C
SECS-P/07
Stage
5
F
-
Final exam
15
E
-
Modules Credits TAF SSD
Between the years: 1°- 2°
9
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

Strategic Marketing  (2020/2021)

Teaching code

4S008088

Teacher

Ilenia Confente

Coordinator

Ilenia Confente

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

primo semestre (lauree magistrali) dal Oct 5, 2020 al Dec 23, 2020.

Lessons timetable MoodleMoodle Seminars 0

Learning outcomes

The aim is to enable student to have the specific marketing competencies at both strategic and operational level. The student will be able to draw up a marketing plan managing the main strategic and operational marketing tools. Several case studies at a national and international level will be analysed. Within the course, a team project will be realized to develop a marketing plan. Such project work will enable students with relational and communication skills, improving their interaction with other students in order to face and manage together complex case studies.

Program

The marketing concept
• The marketing orientation concept
• The impact of globalization
• The new digital technologies and the impact on firms and consumers
• The marketing plan

• Analytical marketing
-Market attractiveness analysis
-Company competitiveness analysis
-Customers’ needs analysis
-The customer purchase behaviour
- Measuring customers’ response


• Formulation of a marketing strategy

- Marketing objectives
- Marketing targeting and positioning

• Implementing of operational marketing

- New product decisions
- Brand management
- Distribution channel decisions
- Pricing decisions
- Communication decisions
-Web marketing and social media marketing

• Measuring marketing performance



Reference texts
Author Title Publishing house Year ISBN Notes
Jean-Jacques Lambin Market-driven management. Marketing strategico e operativo (Edizione 7) McGraw-Hill Education 2016 TRANNE i capitoli: 5-7-9-14-16

Examination Methods

The exam will be written and wil be the same for both participants that for non class participants. The exam will have open answer questions that will cover all the materials presented in class but also in the suggested book. The exam will be take in place but the online exam will be allowed for those students who will request it.

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