Chiara Piancatelli

Chiara Piancatelli, PhD, is Associate Professor of Practice in Marketing at SDA Bocconi School of Management. She serves as Director of the Luxury Business Management Concentration within the full-time MBA program and as Coordinator of the Master in Fashion, Experience & Design Management. She is also Program Director of the Open Executive Course in Digital Marketing Strategy and Adjunct Professor of Event Marketing at Bocconi University.

Her teaching portfolio covers Phygital Marketing Strategies for Growth, Strategic Communication & Advertising, Organic Growth & Social Media Strategy, Influencer Marketing, Experiential Event Design, Customer Experience Strategy, and AI-Driven Customer Engagement.

Her current research explores how technological tools enable marketing to become more precise and predictive, with the goal of generating augmented value for target audiences, particularly in the fashion and luxury sectors. She is also a Research Associate at Deakin University, Australia, where she completed a visiting period during her PhD in Management & Innovation. 

Chiara is the author of numerous articles, books, and book chapters. Her work has been published in leading journals including Psychology & Marketing (P&M), Journal of Business Research (JBR), and Journal of Strategic Marketing (JSM). She has presented at international conferences such as the American Marketing Association Winter Academic Conference (AMA 2023, Nashville), the Global Marketing Conference (GMC 2023, Seoul), the Academy of Marketing Science (AMS 2022, Monterey), the European Academy of Management (EURAM 2018, Reykjavík), and the International Conference of Arts and Cultural Management (AIMAC 2017, Beijing; 2019, Venice).

She holds an MSc in Economics and Management from Bocconi University and a PhD in Management & Innovation from Università Cattolica del Sacro Cuore.