SDA Bocconi School of Management
ITA

Chiara Piancatelli

Marketing
Chiara Piancatelli
Associate Professor of Practice
Digital Marketing
chiara.piancatelli@sdabocconi.it

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Biography

Chiara Piancatelli, PhD, is Associate Professor of Practice at SDA Bocconi School of Management. She is Coordinator of the Master in Fashion, Experience & Design Management (MAFED), Program Director of the Open Executive Course Marketing Management and Adjunct Professor of Event Marketing at Bocconi University. She teaches Digital Marketing, Digital Communication & Advertising Strategy, Social Media & Influencer Marketing, Experiential Event Design and AI Marketing and Marketing Management.

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 target customers, mainly in the Fashion & Luxury Industry. 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, books and book chapters on the subject. Among others academic journals, her work has been published on Psychology & Marketing (P&M), Journal of Business Research (JBR) and Journal of Strategic Marketing (JSM). She presented at the American Marketing Association Winter Academic Conference (AMA 2023, Nashville), Global Marketing Conference (GMC 2023, Seoul), Academy of Marketing Science (AMS 2022, Monterey), European Academy of Management (EURAM 2018, Reykjavík) and during the International Conference of Arts and Cultural Management (AIMAC 2017 Beijing, 2019 Venice).

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 Omnichannel Customer Experience Customer-Centric Digital Migration Digital Communication Social Media Communication

Latest publications

PIANCATELLI C., MASSI M., ARBORE A. Verso un nuovo paradigma di omnichannel in chiave phygital Harvard Business Review Italia, September, 2023
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. Mercati e marketing al tempo dei social media Micro & Macro Marketing, 2023, no. 1, pp.207-232
PIANCATELLI C., MASSI M., RACCAGNI D. Battere la concorrenza con Metaverso e NFT. Come utilizzare strumenti innovativi per coinvolgere i clienti nel mondo digitale Harvard Business Review Italia, October, 2022
MANDELLI A., ARBORE A., PIANCATELLI C. (Eds.) Storie, Relazioni e Business: Social Media Marketing nell'era delle piattaforme Egea, Milano, Italy, 2022
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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
  • 20 Jan 2025
  • English
  • Full-Time
  • 12 Months

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

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

70 ECTS/ CFU credits, designed for 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
Marketing Management - Edizione weekend Gestire e valorizzare il brand in chiave digitale
  • Start Date
  • Duration
  • Format
  • Language
  • 10 mag 2024
  • 6 days
  • Class
  • Italian

Per apprendere e padroneggiare le regole e gli strumenti del marketing analitico, operativo e strategico.

Marketing