Marta Maria Ugolini

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  4. Marta Maria Ugolini
Marta genn 24, January 28, 2024
Position
Full Professor
Academic sector
SECS-P/08 - MANAGEMENT
Research sector (ERC)
SH1_10 - Management; organisational behaviour; operations management

SH1_9 - Marketing

Office
Polo Santa Marta,  Floor 2,  Room 2.82
Telephone
+ 39 045 802 8126
E-mail
marta|ugolini*univr|it <== Replace | with . and * with @ to have the right email address.
Curriculum

Marta Ugolini is Full Professor of Business economics and management since 2006. She received her Ph.D. in Business Administration from Ca 'Foscari University of Venice in 1994. She is currently the Rector's Delegate for Communication and she is in charge by the Department of Business Administration for Scientific Research. She was President of the Didactic College of Foreign Languages and Literatures (2006 - 2009), Dean of the Faculty of Foreign Languages and Literatures (2010 - 2012) and a member of the Board of Administration of the University of Verona (two mandates). He has directed several Masters’ programmes and specialization courses. She is a member of the Scientific Committee of the CUOA of Altavilla Vicentina. From June 2017 she is a member of the Board at the Verona branch of Banca d’Italia. She is associate editor of the scientific publication Sinergie Italian Journal of Management.
 
Her main research interests focus on marketing (branding), hospitality, Strategic planning in tourism destinations, service quality, servitization and service logic.
She has published 105 works, out of which 32 are journal papers, mostly international, 24 are book chapters, 35 are conference papers, 2 monographs and 2 edited books.
 
As regards the University “Third Mission”, she actively contributes to the strategic planning of the University of Verona. As the Rector’s delegate, she contributes to public engagement activities through relations with the press, the organization of institutional events, the university web portal www.univr.it, the newsletter, the official social media channels of the University of Verona.

Modules

Modules running in the period selected: 71.
Click on the module to see the timetable and course details.

Course Name Total credits Online Teacher credits Modules offered by this teacher
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2023/2024)   9  eLearning 8 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi M-Z] (2022/2023)   9  eLearning 3 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2022/2023)   9  eLearning 9 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2022/2023)   9  eLearning 8 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi M-Z] (2021/2022)   9  eLearning 2 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2021/2022)   9  eLearning 9 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2021/2022)   9  eLearning 9 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi M-Z] (2020/2021)   9  eLearning 3 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2020/2021)   9  eLearning 9 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2020/2021)   9  eLearning 9 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2019/2020)   9  eLearning 9 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2019/2020)   9  eLearning 9 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2018/2019)   9  eLearning 9 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2018/2019)   9  eLearning 6 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2017/2018)   9  eLearning 9 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2017/2018)   9  eLearning 6 
Master's degree in Languages for Communication in Tourism and Commerce Advanced marketing for goods and services (2016/2017)   9  eLearning 3  (Parte 1)
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2016/2017)   9  eLearning 9 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2016/2017)   9  eLearning 9 
Master's degree in Languages for Communication in Tourism and Commerce Advanced marketing for goods and services (2015/2016)   9      PARTE I
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2015/2016)   9    9 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2015/2016)   9    9 
Master's degree in Languages for Communication in Tourism and Commerce Advanced marketing for goods and services (2014/2015)   9    3  (PARTE II)
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2014/2015)   9    9 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2014/2015)   9    9 
PAS A017 Economics and business studies Didattica dell'economia e gestione delle imprese (2014/2015)   6    4  PARTE I
Master's degree in Languages for Communication in Tourism and Commerce Advanced marketing for goods and services (2013/2014)   9    3  (Modulo 1)
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2013/2014)   9    9 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2013/2014)   9    9 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2012/2013)   9    4 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2012/2013)   9    9 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2011/2012)   9    9 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management applied to international markets (2011/2012)   9    3  (Modulo 1)
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2011/2012)   9    9 
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2010/2011)   9    9 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management applied to international markets (2010/2011)   9    3  (Modulo 2)
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2010/2011)   9    9 
Master II in Management of Publicly Owned Companies Le aree critiche della direzione [CInt] (2010/2011)   10    1.5 
Bachelor's degree in Languages and Culture for Tourism and International Commerce (until 2007-2008) (not running) International Marketing (2009/2010)   6    6 
Master's degree in Languages for Communication in Tourism and Commerce Strategic management applied to international markets (2009/2010)   9    3  (Modulo 1)
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2009/2010)   9    6  (Modulo 1)
Bachelor's degree in Languages and Culture for Tourism and International Commerce (until 2007-2008) (not running) Tourism marketing (2009/2010)   6    6 
Specialisation course in Retail Management Gestione delle risorse umane (2009/2010)   2    0.5 
Specialisation course in Retail Management Service management e Customer Satisfaction (2009/2010)   3    1 
Master's degree in Languages for commercial communication and the promotion of international tourism (until 2008-2009) Management of internationally oriented companies (2008/2009)   6    2  Modulo 2
Master's degree in Languages for commercial communication and the promotion of international tourism (until 2008-2009) Marketing of cultural assets and services (2008/2009)   6    6 
Master's degree in Languages for commercial communication and the promotion of international tourism (until 2008-2009) Service management (2008/2009)   6    6 
Bachelor's degree in Languages and Culture for Tourism and International Commerce (until 2007-2008) (not running) Tourism marketing (2008/2009)   6    6 
Master's degree in Languages for commercial communication and the promotion of international tourism (until 2008-2009) Marketing of cultural assets and services (2007/2008)   6    6 
Master's degree in Languages for commercial communication and the promotion of international tourism (until 2008-2009) Service management (2007/2008)   6    6 
Degree in Languages and Culture for Tourism Management and International Commerce Tourism marketing (2007/2008)   6    6 
Degree in Languages and Culture for Tourism Management Marketing (2006/2007)   6    6 
Master's degree in Languages for commercial communication and the promotion of international tourism (until 2008-2009) Marketing of cultural assets and services (2006/2007)   6    6 
Master's degree in Languages for commercial communication and the promotion of international tourism (until 2008-2009) Service management (2006/2007)   6    6 
Degree in Languages and Culture for Tourism Management and International Commerce Tourist Company Economics and Management (2006/2007)   6    6 
Degree in Languages and Culture for Tourism Management Marketing [Matricole dispari] (2005/2006)   6    6 
Degree in Languages and Culture for Tourism Management Marketing [Matricole pari] (2005/2006)   6    6 
Bachelor's degree in Company Economics (cat. 17) Service Company Economics and Management (2005/2006)   4    2  LEZIONE 2
Degree in Languages and Culture for Tourism Management Marketing [Matricole dispari] (2004/2005)   6     
Degree in Languages and Culture for Tourism Management Marketing [Matricole pari] (2004/2005)   6     
Bachelor in Economics and Management of the Service Industry (cat 17) Service Company Economics and Management (2004/2005)   4    2  LEZIONE 2
Bachelor's degree in International Business Studies (category 17) (Vicenza) Business management (2003/2004)   6     
Degree in Languages and Culture for Tourism Management Marketing (2003/2004)   1     
Bachelor's degree in Company Economics (cat. 17) Service Company Economics and Management (2003/2004)   4     
Bachelor's degree in International Business Studies (category 17) (Vicenza) Business management (2002/2003)   6     
Degree in Languages and Culture for Tourism Management Marketing (2002/2003)   1     
Bachelor's degree in Company Economics (cat. 17) Service Company Economics and Management (2002/2003)   4     
Bachelor's degree in International Business Studies (category 17) (Vicenza) Business management (2001/2002)   6     
Four-year Degree in Foreign Languages and Literatures Marketing (2001/2002)   1     
Bachelor in Market Economics and Brokerage (cat. 17) Service Company Economics and Management (2001/2002)   4     
Four-year Degree in Foreign Languages and Literatures Marketing (2000/2001)   0     

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Research groups

Business-to-consumer studies in the healthcare management industry
Gli obiettivi del gruppo di ricerca sono di seguito dettagliati sono consistiti nell’indagare le dinamiche e le forze che operano in relazionane ai consumatori di specifici settori, in particolare l’audiology industry, secondo una prospettiva di service management e consumer behaviour.
Choices of adoption/non-adoption of new ICT tools
Il gruppo di propone di indagare, secondo modelli scientifici comprovati dalle Scienze Sociali (Business Management e Psicometria) i costrutti latenti che determinano la scelta di adozione di uno strumento legato all'Information and Communication Technologies. Il gruppo di lavoro si è focalizzato su due principali mercati: quello dell'healthcare e quello del vino.
Confartigianato: profile and service needs of the members
The research group intends to investigate the characteristics and problems of the management of the trade associations and the need to employ managerial tools to improve the quality of the services provided by the associations to their members.
DMO - Strategic planning of tourism destinations
The Research Group “DMO – Strategic planning of tourism destinations” aims to contribute to the strategic planning and management of tourism destinations, with a particular focus on the city of Verona.
Enterprise 4.0 and digital transformation for micro, small and medium businesses in Verona
The research group acts in synergy with Punto Impresa Digitale of the Chamber of Commerce to provide answers to the digital development needs of 100 Verona’s firms and is linked to the analogous research group at the Department of Computer Science.
Service quality, brand equity and brand reputation of water utilities
This research group aims to measure service quality, brand equity and reputation of water utilities according to the perceptions of different stakeholders (e.g. citizens, firms, public administrations).
Ricerca sulle politiche di marca delle imprese nel Veronese
L'attività di ricerca per il progetto promosso dalla Camera di Commercio, Industria, Artigianato e Agricoltura di Verona e dal Dipartimento di Economia Aziendale (Università degli Studi di Verona).
Sharing economy nel turismo
Tocatì - economic impact of cultural events
The Research Group “Tocatì – economic impact of cultural events” aims to assess the direct economic impact of Tocatì – International Festival of Games in the Streets on the city of Verona.
Research interests
Topic Description Research area
Branding Study of the branding strategies adopted by firms both in business-to-consumer (B2C) and in business-to-business (B2B) markets and of their effectiveness. Specific focus on service branding, component branding and impacts on product crises on brands. Study of the relationships between brand perceptions and customer loyalty. Use of both qualitative and quantitative methods. Marketing
Marketing
Hospitality Analysis of marketing strategies adopted by hospitality actors, with a specific interest on the use of social couponing and on its impact for the firm, including its ability to stimulate eWOM. Study of the adoption of green strategies by hotels. Research on the impacts of the sharing economy in the hospitality sector. Use of quantitative methods, content analysis and case studies. Tourism management
Tourism management
Strategic planning of tourism destinations Analysis of the needs and perceptions of tourism destinations’ stakeholders (economic operators, tourists, residents, policy makers) with the aim of developing strategic plans for the development and/or repositioning of tourism destinations. Use of multiple methods (such as questionnaire-based surveys, focus groups, in-depth interviews). Tourism management
Tourism management
Quality in services Study, development and application of models and tools for service quality in several contexts: healthcare services, tourism, higher education, distribution, public services. Focus on the strategies to make quality tangible. Use of several methods to develop both conceptual and empirical contributions. Service management
Service management
Quality in services Study, development and application of models and tools for service quality in several contexts: healthcare services, tourism, higher education, distribution, public services. Focus on the strategies to make quality tangible. Use of several methods to develop both conceptual and empirical contributions. Service management
Service management
Projects
Title Starting date
La categoria grafica in confartigianato - Verona: Profilo e bisogni di servizi 2/1/18
Measuring the economic impact of cultural events: Tocatì – International Festival of Street Games 1/1/18
La Sharing Economy nella ricettività turistica a Verona e provincia: quale ruolo? 10/10/16
Univr Fashion Week - The fashion industry in the European Union 9/1/15



Chair

Marta Maria Ugolini
Office Collegial Body
Comitato scientifico del Corso di perfezionamento in Middle manager commerciale. Guidare i collaboratori all’interno dell’azienda e nella struttura di vendita - Department Management
member Comitato Scientifico del Master in English for international business and global affairs - Department Foreign Languages and Literatures
Scientific Committee for the Master in Languages for International Commerce
member Comitato Scientifico del Master in Management dello spettacolo - Department Cultures and Civilizations
Scientific committee for the master's degree in the Promotion of Cultural tourism
Comitato Scientifico del Master Universitario in Digital Content Creation (I livello) - Department Computer Science
Comitato scientifico del Smart Energy Management. Gestire i processi di efficienza energetica in azienda - Department Management
member Consiglio del Dipartimento di Management - Department Management
Personale Docente del Dipartimento di Economia Aziendale
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