Giuliano Noci

Giuliano Noci is Full Professor of Strategy & Marketing at the Department of Management Engineering at the Politecnico di Milano. Since 2011, he has been Pro-Rector of the University’s Chinese Branch and previously served as the Rector’s Delegate for the Russian Federation (2006–2013) and India (2006–2010). In 2023, he was ranked among the top 2% of highly cited researchers in the world according to the Stanford-Elsevier ranking. He is also a member of the Committee for the Definition of the National Strategy on Artificial Intelligence at the Presidency of the Council of Ministers.

His research interests range from geopolitics, analyzed from historical, geographical, political, sociological, legal, and economic perspectives, to the study of the impact of digital technologies on business models, marketing processes, and brand policies from an international perspective. In this field, he is the scientific director of several observatories dedicated to the changes brought about by digital technologies on corporate competitiveness, purchasing behavior, and public administration processes.

In 2017, he founded Pheel – Physiology Emotion Experience Lab, an interdepartmental laboratory that analyzes consumer reactions to marketing stimuli through physiological data and brain activity. Since 2022, he has been the Scientific Director of the Metaverse Marketing Lab, dedicated to studying the role of immersive technologies in purchasing processes and business strategies. He also coordinates several Observatories at the School of Management of the Politecnico di Milano.

He gained institutional experience as a management control expert for the Ministry of the Interior and as a member of the Technical Mission Structure at the Ministry of Infrastructure and Transport. During Expo 2015, he served as President of Explora ScpA, a company dedicated to promoting Milan’s tourism and cultural offerings.

A columnist for Il Sole 24 Ore and contributor to Corriere della Sera, Sky, and Bloomberg, he regularly appears as a commentator on television and radio programs. He is the author of the book “Disordine”, dedicated to the nonlinear dynamics of economics, politics, and technology, and co-author of several best-selling books, including “Biomarketing”, which proposes a new human-centric marketing platform based on digital transformation.