Marta Maria Ugolini

Ugolini prova,  February 23, 2025
Position
Full Professor
Academic sector
ECON-07/A - Management
Research sector (ERC-2024)
SH1_15 - Marketing, consumer behaviour

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.

Office Hours

Monday, Hours 5:00 PM - 7:00 PM,  

A far data dal 8 settembre si ricevono gli studenti il lunedì alle ore 17, è sufficiente collegarsi a questo link:

 https://univr.zoom.us/j/87451992451

Prof. Marta UGOLINI

Curriculum

Lavoro nell'Higher education, ho più di 30 anni di esperienza nella didattica e ricerca universitaria di Economia e Gestione delle Imprese. Attualmente sono in aspettativa dal mio ruolo universitario, infatti dal 2022 servo come amministratore pubblico, nel ruolo di Assessora alla cultura, al turismo e ai rapporti con l'UNESCO del Comune di Verona. Ho la responsabilità di implementare le strategie identificate nel programma elettorale e nel programma di mandato dell’Amministrazione Tommasi, in relazione a turismo, patrimonio culturale e attività culturali a Verona.

La città di Verona è iscritta nel registro del Patrimonio Mondiale Unesco, accoglie ogni anno circa 3 milioni di turisti e un numero maggiore di visitatori in giornata. E’ famosa nel mondo per la sua storia e architettura, per i suoi musei e per la proposta di spettacolo dal vivo, soprattutto con il festival lirico in Arena.

Nel ruolo di Assessora ho la responsabilità delle politiche relative alla gestione di Verona come Destinazione turistica, in particolare all'accoglienza, alla gestione dei Musei Civici di Verona, all'Estate Teatrale Veronese, al Teatro Camploy, agli eventi culturali nel territorio comunale, al supporto all'associazionismo culturale, ai rapporti con le principali organizzazioni artistico-culturali del territorio, ai rapporti con le categorie economiche del turismo, alla gestione di Verona sito Unesco e dei rapporti relativi alla buona pratica di salvaguardia dei giochi e sport tradizionali Tocatì (iscritta nel registro Unesco nel 2022).

 

Come studiosa, ho scritto più di 130 lavori scientifici pubblicati in sedi nazionali e internazionali ed ho condotto progetti di ricerca applicata sul management:
- Digital Transformation per le piccole imprese, coinvolgente 100 imprese minori nel Veronese (2018 – 2019, committente CCIAA Verona)
- piano strategico per la DMO Verona (committente Comune di Verona, 2017)
- piano strategico per il rilancio turistico di Sirmione (committente Consorzio Albergatori e Ristoratori di Sirmione)
- impatto economico del turismo nautico (committente comune di Bardolino)
fino a dicembre 2023 ho insegnato in corsi triennali e magistrali dell’Università di Verona:
• Principi di marketing turistico (dal 2001)
• Principi di marketing internazionale (dal 2020-2021, modulo)
• Gestione strategica delle imprese turistiche e culturali (dal 2009)
Ho diretto master e corsi di perfezionamento: Promozione del turismo culturale, Lingue per il Commercio Internazionale, Mediazione Linguistica per la qualità dei servizi al pubblico, Front office nei servizi: competenze linguistiche e relazionali, Middle Manager Commerciale. Sono parte del comitato scientifico del Master in English for International Business e del Master in Management dello Spettacolo.
I miei temi di ricerca riguardano: marketing (relazioni con la clientela, consumer behavior, brand), qualità dei servizi, service management specialmente nel turismo, nei servizi sanitari e culturali, management dell’Università, servitization, management e marketing delle destinazioni turistiche.
Sono Editor in chief della rivista scientifica Sinergie Italian Journal of Management (www.sijm), rivista ufficiale della SIMA, Società Italiana di Management, indicizzata nel data base SCOPUS.
Dal 2001 sono stata co-organizzatore, poi scientific coordinator e dal 2020 chair della Sinergie SIMA Management Conference, uno dei convegni di riferimento della comunità nazionale di Economia e Gestione delle Imprese, in collaborazione con SIMA (circa 400 partecipanti, 15 sessioni parallele, più di 150 lavori presentati). La prossima edizione si svolgerà all'Università di Genova, a giugno 2025.
Dal 2016 al 2019 sono stata Delegata del Rettore dell'Università di Verona Nicola Sartor, con delega alla Comunicazione (rapporti con la stampa, social ed eventi dell'Università di Verona).

Ho partecipato al programma di alta formazione per gestori civici City Leadership Initiative della Harvard University (USA) finanziato da Bloomberg Foundation (agosto 2023 - luglio 2024).

Modules

Modules running in the period selected: 74.
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 Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi M-Z] (2025/2026)   9   
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2025/2026)   9   
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2025/2026)   9   
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2023/2024)   9  eLearning
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi M-Z] (2022/2023)   9  eLearning
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2022/2023)   9  eLearning
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2022/2023)   9  eLearning
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi M-Z] (2021/2022)   9  eLearning
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2021/2022)   9  eLearning
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2021/2022)   9  eLearning
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi M-Z] (2020/2021)   9  eLearning
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2020/2021)   9  eLearning
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2020/2021)   9  eLearning
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2019/2020)   9  eLearning
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2019/2020)   9  eLearning
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2018/2019)   9  eLearning
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2018/2019)   9  eLearning
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2017/2018)   9  eLearning
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2017/2018)   9  eLearning
Master's degree in Languages for Communication in Tourism and Commerce Advanced marketing for goods and services (2016/2017)   9  eLearning (Parte 1)
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2016/2017)   9  eLearning
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2016/2017)   9  eLearning
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   
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2015/2016)   9   
Master's degree in Languages for Communication in Tourism and Commerce Advanced marketing for goods and services (2014/2015)   9    (PARTE II)
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2014/2015)   9   
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2014/2015)   9   
PAS A017 Economics and business studies Didattica dell'economia e gestione delle imprese (2014/2015)   6    PARTE I
Master's degree in Languages for Communication in Tourism and Commerce Advanced marketing for goods and services (2013/2014)   9    (Modulo 1)
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2013/2014)   9   
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2013/2014)   9   
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2012/2013)   9   
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2012/2013)   9   
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2011/2012)   9   
Master's degree in Languages for Communication in Tourism and Commerce Strategic management applied to international markets (2011/2012)   9    (Modulo 1)
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2011/2012)   9   
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of tourism marketing (2010/2011)   9   
Master's degree in Languages for Communication in Tourism and Commerce Strategic management applied to international markets (2010/2011)   9    (Modulo 2)
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2010/2011)   9   
Master II in Management of Publicly Owned Companies Le aree critiche della direzione [CInt] (2010/2011)   10    1.5 
Specialisation course in Retail Management Human Resource Management - HRM (2009/2010)   2    0.5 
Bachelor's degree in Languages and Culture for Tourism and International Commerce (until 2007-2008) (not running) International Marketing (2009/2010)   6   
Master's degree in Languages for Communication in Tourism and Commerce Strategic management applied to international markets (2009/2010)   9    (Modulo 1)
Master's degree in Languages for Communication in Tourism and Commerce Strategic management of tourism and cultural business (2009/2010)   9    (Modulo 1)
Bachelor's degree in Languages and Culture for Tourism and International Commerce (until 2007-2008) (not running) Tourism marketing (2009/2010)   6   
Specialisation course in Retail Management Service management e Customer Satisfaction (2009/2010)   3   
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    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   
Master's degree in Languages for commercial communication and the promotion of international tourism (until 2008-2009) Service management (2008/2009)   6   
Bachelor's degree in Languages and Culture for Tourism and International Commerce (until 2007-2008) (not running) Tourism marketing (2008/2009)   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   
Master's degree in Languages for commercial communication and the promotion of international tourism (until 2008-2009) Service management (2007/2008)   6   
Degree in Languages and Culture for Tourism Management and International Commerce Tourism marketing (2007/2008)   6   
Degree in Languages and Culture for Tourism Management Marketing (2006/2007)   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   
Master's degree in Languages for commercial communication and the promotion of international tourism (until 2008-2009) Service management (2006/2007)   6   
Degree in Languages and Culture for Tourism Management and International Commerce Tourist Company Economics and Management (2006/2007)   6   
Degree in Languages and Culture for Tourism Management Marketing [Matricole dispari] (2005/2006)   6   
Degree in Languages and Culture for Tourism Management Marketing [Matricole pari] (2005/2006)   6   
Bachelor's degree in Company Economics (cat. 17) Service Company Economics and Management (2005/2006)   4    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    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     

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

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
Teaching Committee for Foreign Languages and Literatures - Department Foreign Languages and Literatures
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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