The course has the aim to give the students useful tools and competencies to un-derstand, define and manage digital marketing processes for goods and services both in B2B and B2C activities.
Using interactive lectures, business cases, testimonials, and class exercise 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 ap-proach to digital, strategic and operational marketing, identifying the information needed to start a correct decisional process and the steps to reach the marketing targets identified.
|Patrizia Menchiari||Cardiomarketing (Edizione 1)||Flaccovio Dario||2018||Libro a supporto dell'insegnamento. Non oggetto d'esame|
|Jean-Jacques Lambin||Market-driven management. Marketing strategico e operativo (Edizione 7)||McGraw-Hill Education||2016|
|Philip Kotler||Marketing 4.0||Hoepli||2017||Libro a supporto dell'insegnamento. Non oggetto d'esame|
|Luigi Pirandello||Uno, nessuno e centomila||Giunti||2007||9788844034054||Libro a supporto dell'insegnamento. Non oggetto d'esame|
The exam is divided into a written test and an oral one for those who got a +18 mark in the written test.
The material for attendees has been illustrated during the course and consists as well the chapters to study.
Other students have to study the entire book "Marketing. Il management orientato al mercato. Mattiacci, Pastore"
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