SDA Bocconi School of Management
ITA

Chiara Piancatelli

Marketing
Chiara Piancatelli
Lecturer
Digital Marketing
chiara.piancatelli@sdabocconi.it

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Biography

Chiara Piancatelli, PhD, is Lecturer of Digital Marketing at SDA Bocconi School of Management. Since January, 2019 she is Executive Program Director of the courses Digital Communication (Online & Blended) and Marketing (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 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

Massi M., PIANCATELLI C., Vocino A. Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity Psychology & Marketing, 2023, vol.40, no. 7, pp.1280-1298
BUONGIORNO SOTTORIVA C., MEDA F., PIANCATELLI C. L’accesso ai servizi e la selezione dell’utenza: il customer experience management a garanzia dell’equità in Management della Cronicità: Logiche aziendali per gestire i nuovi setting sanitari finanziati dal PNRR F. Longo, V. Tozzi (Eds),Egea, chap. 3, pp.63-80, 2023
MANDELLI A., ARBORE A., PIANCATELLI C. Storie, Relazioni e Business: Social Media Marketing nell'era delle piattaforme Egea, Milano, Italy, 2022
MANDELLI A., PIANCATELLI C., ARBORE A. Vibram: il marketing digitale come motore della digital transformation Micro & Macro Marketing, 2022, vol.31, no. 1, pp.117-134
PIANCATELLI C., SOSCIA I. Le ricerche per la definizione e il controllo della comunicazione di massa in Ricerche di Marketing. Metodologie e tecniche per le decisioni strategiche e operative di marketing - II Ed. L. Molteni, G. Troilo (Eds),Egea, chap. 14, pp.549-586, 2022
PIANCATELLI C., MASSI M., MANDELLI A. Nuove logiche e traiettorie di crescita dell’advertising Economia & Management, 2022, no. 1, pp.85-93
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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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Coordinator

MAFED
MAFED Master in Fashion, Experience & Design Management
  • Start date
  • Language
  • Format
  • Duration
  • 22 Jan 2024
  • English
  • Full-Time
  • 12 Months

Solid management skills provided to work in highly creative industries. You will meet and work directly with top international fashion and design companies.

Main partner: the Italian association of top fashion companies, Altagamma; Technical Partnership: Yoox Net-A-Porter Group; Knowlegde Partnership: BCG; Mentoring Program: LVMH & Loro Piana.

A specialized master for building the future managers of the fashion industry worldwide.

Director

  • NEW
  • Hot Topic
Digital Advertising Strategie e strumenti per ottimizzare la pubblicità online
  • 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.

Communication & Content