Giuliano Noci is the Deputy Rector for China of Politecnico di Milano, where he also holds the Chair of Strategy & Marketing. For over twenty years, he has been studying the impact of major technological and geopolitical transformations on the competitiveness of territories and business systems.

He is the scientific coordinator of several Observatories of the School of Management of the Politecnico di Milano (Digital Agenda Observatory, Multichannel Observatory, Mobile Marketing Observatory, Media Convergence Laboratory, Internet Media Observatory, and Omnichannel Customer Experience Observatory) and founder of two laboratories: Pheel, which aims to interpret – through the analysis of an individual’s physiological data and brain activity – consumer reactions to marketing stimuli and Metaverse Marketing Lab, which analyzes the role played by immersive technologies in individuals’ purchasing processes and business strategies.

He is a member of the board of directors of leading national and international companies and author of numerous books and articles published in international scientific journals. Finally, he is an editorialist for IlSole24Ore and commentator on RAI and Sky television programs