- Start date
- Duration
- Format
- Language
- 11 Oct 2022
- 5 Days
- online
- English
This program addresses the need to develop a more systematic framework to manage digital communication
Chiara Piancatelli
Marketing and Sales
Biography
Chiara Piancatelli, PhD, is Lecturer of Digital Marketing at SDA Bocconi School of Management, Milan. Since January, 2019 she is Executive Program Director of the courses Digital Communication (Ed. Online & Ed. Blended) and Marketing (Ed. Evening) and Adjunct Professor of Marketing at Bocconi University.
Her research activities focus on Digital Marketing, Social Media Marketing, Event Marketing and Big Data & AI Marketing. Chiara's current research projects aims to determine how digital technologies and tools help marketing to become more precise and predictive in order to create an augmented value for customers. She is research associate at Deakin University, Australia, where she spent a visiting period during her PhD in Management & Innovation.
She is the author of numerous articles and book chapters on the subject. Among others academic journals, her work has been published on International Journal of Market Research (IJMR) and Journal of Strategic Marketing (JSM). She is a member of the World Internet Project (WIP) and she presented at the International Conference of Arts and Cultural Management (AIMAC 2017 Beijing, 2019 Venice) and during the European Academy of Management (EURAM 2018, Reykjavík).
Chiara earned a MSc in Economics and Management from Bocconi University and a PhD in Management & Innovation from Cattolica del Sacro Cuore University.
Teaching domains
Digital Communication
Omnichannel Customer Experience
Big Data and AI Marketing
Customer-Centric Digital Migration
eCRM
Latest publications
Storie, Relazioni e Business: Social Media Marketing nell'era delle piattaforme
Egea, Milano, Italy, 2022
Nuove logiche e traiettorie di crescita dell’advertising
Economia & Management, 2022, no. 1, pp.85-93
#artoninstagram: Engaging with art in the era of the selfie
International Journal of Market Research, 2020
Has Art Lost Its Aura? How Reintermediation and Decoupling Have Changed the Rules of the Art Game: The Case of Artvisor
International Journal of Arts Management, 2020, vol.22, no. 3, pp.34-54
The role of atmosphere in Italian museums: effects on brand perceptions and visitor behavioral intentions
Journal of Strategic Marketing, 2020, pp.1-21
Balenciaga, the Master of Haute Couture in The Artification of Luxury Fashion Brands : Synergies, Contaminations, and Hybridizations
Marta Massi , Alex Turrini (Eds),Palgrave Macmillan, chap. 6, 2020
Grants & Honors
Best Paper Award for the paper “Authentic Omnichannel: Providing Consumers with a Seamless Brand Experience through Authenticity” (co-Authors M.Massi, A.Vocino) – 2022 AMS Psychology and Marketing Special Awards, Omni-Channel and Supply Chain Management Tracks, Academy of Marketing Science Annual Conference in Monterey - May 25-27, 2022
, 2022
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- Duration
- wkly effort
- Format
- Language
- Price
- 6 weeks
- 3 hours
- On Demand
- Italian
- 500€
This program aims to illustrate the possibilities of digital advertising through discussing management models and introducing best practices.