Giuliano Noci

Background

About Giuliano Noci

Full Professor of Strategy and Marketing at Politecnico di Milano, where he also serves as Vice-Rector for China. Actually, he is member of (i) the Board of Directors of Sidera srl, Polimilano Beijing Educational Consulting Ltd and Macron SpA and (ii) Board of Trustee of TongJi University. On 2015, he received the “China-Italy Science Technology Innovation Cooperation Contribution Award” by Ministry of Science and Technology of PRC and Ministry of Education and Research of Italian Republic for his outstanding contribution to bilateral innovation and cooperation. From 2013 to 2019 he was member of the Board of Directors of MIP Graduate School of Business. From 2003 to 2010 he served as strategic advisor of the Ministry of Interior of the Italian Government. He is expert in business strategies and marketing. Over the last 15 years, his studies have been devoted to the analysis of the impact of ICTs on marketing and branding strategies in a global world. He paid a specific attention to the following topics: design and management of valuable experiences for the end-market and Marketing 2.0. He chairs Research Labs and Observatories aimed at investigating the impact of digital technologies on consumer' behaviours and business strategies. More precisely, he is the Scientific Director of two Labs: Physiology Experience and Emotion Lab and Metaverse Marketing Lab. He is also the scientific director of the following Observatories: Multichannel Marketing, Internet Media, Omnichannel Customer Experience and e-Government. He advises several multinational companies in the multichannel marketing field and he has been the scientific director and/or senior adviser of several projects aimed at supporting the deployment of effective branding strategies in Chinese companies. He is the author of several books and articles, published in international scientific journals, some of which have been awarded as the best essays of the year. He is commentator of TG1 (RAI), TG2 (RAI), RaiNews24 (RAI), SkyTg24, Bloomberg TV, France Press, Corriere della Sera, Il Sole 24 Ore, Radio24 and Class CNBC.