Paola Castellani

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Paola Castellani, March 15, 2004
Position
Assistant Professor
Academic sector
ECON-07/A - Management
Research sector (ERC-2024)
SH1_12 - Management; operations management, international management

SH1_11 - Innovation, research & development, entrepreneurship

SH1_15 - Marketing, consumer behaviour

Research sector (ERC)
SH1_10 - Management; organisational behaviour; operations management

Telephone
045 802 8127
E-mail
paola|castellani*univr|it <== Replace | with . and * with @ to have the right email address.

Office Hours

Thursday, Hours 11:45 AM - 1:15 PM,   Polo Santa Marta, Floor 2, room 2.76

Curriculum

Paola Castellani is Researcher in Business management since 2008. She obtained the Ph.D. in Economics and Business Management at the University of Naples Parthenope in 2007. Since 2001 she is a member of the editorial board of Sinergie Italian Journal of Management (Sinergie Journal of studies and research). From 2001 to 2007 she was a member of the Communication Office of the University of Verona, where she oversaw the organization of events within the University's external communication initiatives, the development of internal communication projects and the administrative activity of the office. From 2003 to 2007, she coordinated the UniCinema university project, a film forum organized by the students aimed at promoting activities related to the series of films shown during the year and to events related to the film world (conferences with directors and actors, participation in festivals and competitions). She collaborated in the management of the cultural project "Equal opportunities and training in responsible tourism" between the University of Verona and the “Brusov” University of Yerevan (Armenia) where she held a period of visiting professor in 2008.
She participated to the organization of international and national conferences held at the University of Verona: VII World Conference for Total Quality Management “Business Excellence. Make it happen!” (2002); XVI Annual Conference of Sinergie “The evolution of studies on the economy and business management” (2004); 12th International Conference Quality and Services Science (2009); 8th Annual Conference of the Euromed Academy of Business “Innovation, Entrepreneurship and Sustainable Value Chain in a Dynamic Environment” (2015); 20th Excellence in Services International Conference (2017).
 
Her main research interests are:
• corporate communication
• entrepreneurship, especially social entrepreneurship and small and medium-sized enterprises
• heritage management, with specific regard to museums and business archives
Her publications are placed in Journals both national and international. Some publications presented at the Toulon-Verona International Conference “Excellence in Services” received the title of Best paper award, while other articles presented at the national conference Sinergie-SIMA were awarded by the scientific committee as selected paper for publication in the Journal.

Modules

Modules running in the period selected: 63.
Click on the module to see the timetable and course details.

Course Name Total credits Online Teacher credits Modules offered by this teacher
Bachelor’s degree in Communication Studies Business communication (2024/2025)   6    4 
Master’s degree in Publishing and Journalism Management for businesses in the publishing sector (2024/2025)   12  eLearning 10 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi M-Z] (2024/2025)   9    4 
Bachelors' degree in Business Administration and Management Stakeholder management (2024/2025)   6    2 
Master’s degree in Publishing and Journalism Management for businesses in the publishing sector (2023/2024)   12  eLearning 10 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi M-Z] (2023/2024)   9  eLearning 6 
PERCORSO 60 CFU CLASSE A045 Comunicazione di impresa: indicazioni didattiche (2023/2024)   1  eLearning 1 
Bachelors' degree in Business Administration and Management Stakeholder management (2023/2024)   6  eLearning 2 
Master’s degree in Publishing and Journalism Management for businesses in the publishing sector (2022/2023)   12  eLearning 7 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi M-Z] (2022/2023)   9  eLearning 6 
Bachelors' degree in Business Administration and Management Stakeholder management (2022/2023)   6  eLearning 2 
Master’s degree in Publishing and Journalism Management for businesses in the publishing sector (2021/2022)   12  eLearning 7 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi M-Z] (2021/2022)   9  eLearning 7 
Bachelor's degree in Business Innovation and Economics Business management (2020/2021)   9  eLearning 4 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi M-Z] (2020/2021)   9  eLearning 6 
Master’s degree in Marketing and Corporate Communication Corporate communication (2019/2020)   9  eLearning 2 
Master’s degree in Marketing and Corporate Communication Corporate communication (2018/2019)   9  eLearning 6 
Bachelor's degree in Business Administration (Verona) Quality and problem solving in business organizations (2018/2019)   2    2 
Master’s degree in Marketing and Corporate Communication Corporate communication (2017/2018)   9  eLearning 6 
Master’s degree in Business Management (Vicenza) Retail and tourism management (2017/2018)   9  eLearning 4 
Bachelor's degree in Business Administration (Verona) Business management (2016/2017)   9  eLearning 3 
Master’s degree in Marketing and Corporate Communication Corporate communication (2016/2017)   9  eLearning 6 
Master’s degree in Business Management (Vicenza) Retail and tourism management (2016/2017)   9  eLearning 4 
Bachelor's degree in Business Administration (Verona) Business management (2015/2016)   9    3 
Master’s degree in Marketing and Corporate Communication Corporate communication (2015/2016)   9    6  (lezione 1)
Master’s degree in Business Management (Vicenza) Retail and tourism management (2015/2016)   9    4 
Master’s degree in Marketing and Corporate Communication Corporate communication (2014/2015)   9    6  (lezione 1)
Master’s degree in Business Management (Vicenza) Retail and tourism management (2014/2015)   9    4  (lezione 2)
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Wine marketing and communication (2014/2015)   10    2.5  Advanced tools for marketing and communication
Master’s degree in Marketing and Corporate Communication Corporate communications (2013/2014)   9    6 
Master’s degree in Business Management (Vicenza) Retail and tourism management (2013/2014)   9    4 
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Marketing e comunicazione del vino (2013/2014)   10    2.5  Strumenti avanzati di marketing dei prodotti vitivinicoli
Master’s degree in Marketing and Corporate Communication Corporate communications (2012/2013)   9    6 
Master’s degree in Business Management (Vicenza) Retail and tourism management (2012/2013)   9    2.5 
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Marketing e comunicazione del vino (2012/2013)   10    2.5  Strumenti avanzati di marketing e comunicazione
Master’s degree in Marketing and Corporate Communication Corporate communications (2011/2012)   9    7 
Master’s degree in Business Management (Vicenza) Retail and tourism management (2011/2012)   9    4 
Specialisation course in Retail Management Gestione delle risorse umane [CInt] (2011/2012)   1    1 
Advanced / Professional development course in Business communication techniques La progettazione e la gestione dell'evento [CInt] (2011/2012)   2    2 
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Marketing e comunicazione del vino (2011/2012)   10    2.5  Strumenti avanzati di marketing e comunicazione
Master’s degree in Marketing and Corporate Communication Corporate communications (2010/2011)   9    7 
Master’s degree in Business Management (Vicenza) Retail and tourism management (2010/2011)   9    4 
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Marketing e comunicazione del vino (2010/2011)   10    2  Strumenti avanzati di marketing e comunicazione
Bachelor's degree in Economics and Business (Vicenza) Business management (2009/2010)   9    5  (1 - lezione)
Bachelor's degree in Business Administration (Vicenza) Business management (2009/2010)   9    4  (2 - lezione)
Master’s degree in Marketing and Corporate Communication Corporate communications (2009/2010)   9    9 
Degree in International Business Studies (Vicenza) (until 2008-2009) Introduction to Company Economics and Management (2009/2010)   5    2  (1 - lezione)
1  (2 - lezione)
Bachelor's degree in Business Administration and Economics (category 17)(Vicenza) (until 2008-2009) Small-Medium Enterprise Management (2009/2010)   5    1  (2 - lezione)
Degree in Economics and Service Industry Management (Cat. 17) (until 2008-2009) Tourist Company Economics and Management (2009/2010)   5    2  (2 - lezione)
Master's degree in Marketing and Communication (until 2008-2009) Economics and internal public relations commuinications techniques (2008/2009)   10    2  2 - lezione
Degree in International Business Studies (Vicenza) (until 2008-2009) Introduction to Company Economics and Management (2008/2009)   5    2  2 - lezione
Bachelor's degree in Business Administration (category 17) (until 2008-2009) Introduction to Company Economics and Management (2008/2009)   5    2  2 - lezione
Degree in Economics and Service Industry Management (Cat. 17) (until 2008-2009) Tourist Company Economics and Management (2008/2009)   5    2  2 - lezione
Master's degree in Marketing and Communication (until 2008-2009) Economics and internal public relations commuinications techniques (2007/2008)   10    2  Lezione 3
Bachelor's degree in Business Administration (category 17) (until 2008-2009) Introduction to Company Economics and Management (2007/2008)   5    2  Lezione 2
Degree in International Business Studies (Vicenza) (until 2008-2009) Introduction to Company Economics and Management (2007/2008)   5    2  Lezione 2
Degree in Economics and Service Industry Management (Cat. 17) (until 2008-2009) Tourist Company Economics and Management (2007/2008)   5    2  Lezione 2
Master's degree in Marketing and Communication (until 2008-2009) Economics and internal public relations commuinications techniques (2006/2007)   10    2  lezione 3
Bachelor's degree in Business Administration (category 17) (until 2008-2009) Introduction to Company Economics and Management (2006/2007)   5    2  lezione 2
Degree in International Business Studies (Vicenza) (until 2008-2009) Introduction to Company Economics and Management (2006/2007)   5    2  lezione 2
Degree in Economics and Service Industry Management (Cat. 17) (until 2008-2009) Tourist Company Economics and Management (2006/2007)   5    2  lezione 2
Master's degree in Marketing and Communication (until 2008-2009) Economics and internal public relations commuinications techniques (2005/2006)   10    2  LEZIONE 4

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Di seguito sono elencati gli eventi e gli insegnamenti di Terza Missione collegati al docente:

  • Eventi di Terza Missione: eventi di Public Engagement e Formazione Continua.
  • Insegnamenti di Terza Missione: insegnamenti che fanno parte di Corsi di Studio come Corsi di formazione continua, Corsi di perfezionamento e aggiornamento professionale, Corsi di perfezionamento, Master e Scuole di specializzazione.

Research groups

SMEs’ competitiveness
The research group intends to investigate the competitive capacity of Italian SMEs, a type of firm that characterize the entrepreneurial structure of the country. SMEs are overall 99% of all enterprises in Italy, contributing to the generation of about 70% of the national value added and absorbing more than 80% of employees in country.
Paths of business innovation
The research group aims to investigate the phenomenon of business innovation in its many manifestations in order to better understand the nature and complexity of the managerial and organizational challenges faced by companies wishing to compete in terms of innovation.
Firms longevity and vitality
The research group intends to investigate the phenomenon of company longevity closely linked to the vitality that the same firm is able to express.
Research interests
Topic Description Research area
Communication and diversity management Study of how companies communicate and value their diversity management policies to improve customer relationships by responding to their diversified expectations and to promote interaction between collaborators, thus supporting creativity / innovation within the working groups and the perspectives / knowledge with which to approach a problem. Use of qualitative methods (focus groups and interviews) Corporate communication
Corporate communication
Event management and sustainable events Design and planning of events. The management of events in terms of hospitality, communication, logistics, participation and care of experience, team training and leadership. The study of the sustainability process of an event and the communication of sustainable events. Analysis of the impact of events. The study of the event as an experience of dialogue with the stakeholders and the effects produced. The study of events as a good practice for the protection of tangible and intangible cultural heritage. Use of qualitative methods (focus groups and interviews). Corporate communication
Corporate communication
Social entrepreneurship Study on the forms of social entrepreneurship supported by small, medium and large enterprises, purposes and benefits. Case studies analysis aimed to identify good and best entrepreneurial practices and the ways through which these companies communicate their inclination towards social entrepreneurship. Use of qualitative methods (surveys and interviews). Entrepreneurship
Entrepreneurship
The communication of corporate museums and archives Study of corporate museums and archives as a tool for communication and enhancement of a cultural heritage and as a tool of corporate communication, products/marketing communication, corporate culture communication and as a tool of communication of the role played with local community and with public and private actors at a national and international level. Analysis of case studies aimed to deepen the strategies pursued with reference to the representation of the corporate identity, the improvement of the company positioning, the development of the brand loyalty, the growth of the brand and corporate reputation, the consolidation and dissemination of the corporate culture, strengthening of organizational cohesion. Corporate communication
Corporate communication
Events and tourism management Study of events as tools of territorial marketing, promotion and safeguard of the territory annd its social, cultural and hystoric heritage, as resources of tourist attraction. Study of sustainable events as good practices to raise awarness, support and develop the culture of sustainability and to enhance the sustainable development of the territory. Use of qualitative methods (focus groups and interviews). Tourism management
Tourism management
Dividend policy Analysis of the theories that drive dividend distribution policies. Using data extracted from the databases, search for the compatibility of the theories with the decisions that are actually taken. Study of the consequences of dividend policies on other companies’ financial decisions. Comparison of dividend policies prevailing in different financial markets. Corporate finance
Corporate finance
Corporate museum and tourism Study of corporate museums as tools for the promotion of industrial and cultural tourism and as attractive elements of the territory in which they are located when they manage to create a bond of integration and shared history, presenting it to the visitor/tourist. Use of qualitative methods (focus groups, surveys and interviews). Tourism management
Tourism management
Reputation management Study of the functions of corporate reputation, how to build and govern reputation, how communication develops reputation, analysis of the potential of different communication tools, which strategies companies adopt to support their reputation, also to defend themselves from the spread of false information by of the media. Case study analysis and development of empirical research based on qualitative methods such as focus groups, surveys and interviews. Corporate communication
Corporate communication
Storytelling e transmedia storytelling The study of storytelling and transmedia storytelling as a communication strategy, as a means of involving the audience and as an effective co-creation solution. Development of empirical studies to deepen the analysis of the needs of the new audience and of the determinants underlying a transmedia communication project, since this communication proves capable of involving the audience in a process that generates value as it links the public to the history causing it to establish a self-brand connection. Use of qualitative methods (focus groups, surveys and interviews). Corporate communication
Corporate communication
Top management communication and people engagement Study of the factors that can affect the quality of top management communication with reference to organizational-relational factors, thus highlighting the circular causality relationship between the quality of the information flow and organizational well-being. From an internal communicaton perspective, improving the quality of top management communication produces benefits in terms not only of decision-making capacity but also of organizational climate. Moreover it produces benefits in terms of competitive advantages for a company. Use of qualitative methods (focus groups, surveys and interviews). Corporate communication
Corporate communication
Projects
Title Starting date
#BIT, Business Innovation & digital Transformation 1/1/17
Management Journal Relevance 1/1/15
Le Relazioni pubbliche in un contesto a complessità crescente 11/1/05
L'impatto della telematica sulla comunicazione interna 10/1/05
L'impatto della telematica sulla comunicazione interna (continuazione, anno 2005) 10/1/05
Ridisegno dell'infrastruttura finanziaria delle reti di imprese: alla ricerca di nuove soluzioni finanziarie, istituzionali e informatiche per sostenere la competitività, l'innovazione, le riorganizzazioni aziendali e la gestione dei rischi 9/12/05
Erogazione di servizi complessi: coordinamento e gestione della relazione con il cliente 7/1/05
Service Management per l'azienda viaggi 6/1/04
Un modello per la legittimazione sociale dell’impresa 5/1/04
Sulle tracce del futuro: una riflessione sul ruolo dell’impresa nella società di domani 3/1/04



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