Giuliano Noci

Professor of Strategy and Marketing, Polytechnic of Milan


Giuliano Noci is Vice Rector for China at Politecnico di Milano, where he is also Full Professor of Strategy & Marketing. Over twenty years, he has been studying the impact of major technological and geopolitical transformations on the competitiveness of territories and business systems. He is the scientific coordinator of numerous Observatories of the School of Management of the Polytechnic of Milan (Digital Agenda Observatory, Multichannel Observatory, Mobile Marketing Observatory, Laboratory on Media Convergence, Internet Media Observatory and Omnichannel Customer Experience Observatory) and founder of two laboratories: Pheel, which proposes to interpret – through the use of the analysis of an individual’s physiological data and his brain activity – the reactions of consumers to marketing stimuli and Metaverse Marketing Lab, which analyzes the role played by immersive technologies in the purchasing processes of individuals and in the business strategies of companies.

He is a member of the Committee for AI Strategies of the Presidency of the Council of Ministers and is part of the boards of directors of leading national and international companies and the author of numerous books and articles, published in international scientific journals. Finally, he is a columnist for IlSole24Ore and a commentator on RAI and Sky television programs.