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Politecnico di Milano

Dipartimento di Ingegneria Gestionale

P.zza Leonardo da Vinci 32 - 20133 - Milano

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Professore Ordinario


Giuliano Noci is Full Professor of Strategy & Marketing at the School of Management of Politecnico di Milano. Since 2011 he is Vice Rector for China of Politecnico di Milano, where he was also Rector’s Delegate for the Russian Federation (2006-2013) and India (2006-2010).

Since 2017 he is in charge – on behalf of the National Government – of nurturing Sino-Italian business opportunities in the fields of Infrastructure and Transportation.

He is currently member of the Board of: Department of Management Engineering at Politecnico di Milano, MIP Politecnico di Milano Graduate School of Business and Polimilano Educational Consulting Ltd - a company created by Politecnico di Milano to carry out advisory activities and post graduate training projects China -. He is also member of the Board of Trustees of the Shanghai Tongji University. On the occasion of Expo 2015, he has been appointed as Chairman of Explora ScpA - a company owned by the Chamber of Commerce of Milan, Lombardy Region and Expo SpA for the development of tourism during and after Exo 2015-. From 2003 to 2010 he supported, as management control expert, the Minister of Interior of Italy. 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.

Since the beginning of his career (1992) he paid a great attention to the constant interaction with the business system. In his academic capacity, he developed several technology transfer projects and defined - on behalf of the Presidency of the Italian Council - the guidelines for the introduction of digital technologies in the textile and mechanical Italian districts; since 2007 he has launched and led numerous Research Observatories aimed at studying changes brought by digital technologies on the corporate competitiveness, marketing strategies and individuals’ buying behaviours (among others, the Multichannel Observatory, Observatory on Mobile Marketing, Lab on Media Convergences, eGovernment Observatory, Observatory on Omnichannel Customer Experience, Observatory on Territorial Marketing). On 2017 he launched the Pheel Lab (Physiology Emotion Experience Lab), which involves several Departments of Politecnico di Milano and aims to interpret – by analysing individuals’ brain activity and physiological data – consumers’ reaction/s to marketing stimuli.

He has always paid great attention to internationalization issues. In his capacity as Vice-Chancellor for China: (i) has developed and coordinated the project for the creation of an automotive cluster in Xi'an, (ii) is supporting the Italy -China Business Forum in the definition of the industrial project which will involve the Italian system in Chengdu Tianfu New Area, and (iii) created in Milan a Joint Campus (between Politecnico di Milano and Tsinghua University) targeting Chinese companies interested in developing innovations with companies, laboratories and research centres based in Italy. As an expert of the Russian Federation, he has developed initiatives for the creation of industrial partnerships with Italian companies and, on behalf of the Ministry of Economic Development, he has coordinated the Italian-Russian task force on the subject of technological innovation.

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 at the international level. Among his most recent publications, there are: “Mobile Marketing. Beyond Apps…for an effective multichannel strategy” and “Marketing reloaded. How to co-create multichannel experiences”. On 2018 he will publish his last book titled “Biomarketing”, which will analyse how big data and biometric parameters can be integrated in order fully understand market dynamics in a digital ecosystem.

He is a columnist of IlSole24Ore and collaborates on an ongoing basis with the Corriere della Sera, France Presse and Bloomberg. Participates as a commentator on television broadcasts (TG1, TG2 and TG3-Economics, Rai News24, SkyTg24, TgCom24, Class CNBC and Bloomberg TV) and radio (Radio RAI 1, Radio 24 and Radio Radicale).

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