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. 2023/2024 A.A. 2022/2023 A.A. 2021/2022 A.A. 2020/2021

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/08
12
C
MAT/06
12
B
INF/01

2° Year  activated in the A.Y. 2024/2025

ModulesCreditsTAFSSD
Training
6
F
-
Final exam
22
E
-
activated in the A.Y. 2024/2025
ModulesCreditsTAFSSD
Training
6
F
-
Final exam
22
E
-
Modules Credits TAF SSD
Between the years: 1°- 2°
9
B/C
IUS/01 ,M-FIL/03
Between the years: 1°- 2°
1 module among the following
6
C
M-FIL/02
6
C
IUS/02
6
C
IUS/17
6
C
SPS/07
6
C
IUS/04
Between the years: 1°- 2°
2 courses among the following
6
C
FIS/02
6
C
MAT/09
6
C
AGR/01
6
C
MAT/06
6
C
MAT/08
6
C
FIS/02
Between the years: 1°- 2°
2 courses among the following (a.a. 2023/24: Statistical methods for business intelligence not activated)
6
B
SECS-P/10
6
B
SECS-P/08
6
B
SECS-P/10
6
B
SECS-P/08
6
B
SECS-S/01
Between the years: 1°- 2°
2 courses among the following
6
B
INF/01
6
B
ING-INF/05
6
B
ING-INF/05
6
B
INF/01
6
B
INF/01
Between the years: 1°- 2°
8
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 Marketing and Market Research  (2023/2024)

Teaching code

4S009071

Academic staff

Ilenia Confente, Silvia Blasi

Coordinator

Ilenia Confente

Credits

6

Language

English en

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

Semester 2 dal Mar 4, 2024 al Jun 14, 2024.

Courses Single

Authorized

Lessons timetable MoodleMoodle Seminars 0

Learning objectives

The course aims to provide specific knowledge related to marketing tools, both strategic and operational, with special attention to digital marketing and communication management through 'above the line' and 'below the line' tools. The course also aims to deepen the Customer Relationship Management issues as a customer relationship management process based on effective market segmentation and consumer profiling.

Program

ntroduction. The Marketing process: developing Successful Marketing strategies

The digital context, customer journey, omni-channel and touchpoints

Scanning the Marketing Environment

Consumer behavior

Choosing the right marketing strategy

Segmentation, Targeting and Positioning

Developing new products and services

The Pricing Strategies

Managing Marketing Channels

Promotion and its tools

Implementating interactive and multichannel marketing

Integrating Marketing Communication

The web and its tools

Social media: role, structure, and influence.

Developing social media strategies

Social media listening and monitoring.

Doing market research through social media

Using Machine Learning on Social Media

Data Driven approaches on Social Media Analysis

Network Analysis on Social Networks

Team work in class

Group presentations (all) and course conclusion

Learning assessment procedures

The exam is written and consists of open questions.

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

Exam language

english