Public Lecture: Experience Design and Marketing: the Italian Way

The objective of the seminar is to introduce the cultural origin of the peculiarities of the Italian way to excellence. Indeed, the business environment of Italy and also the very way Italian landmark brands have developed is a reflection of some characteristics of Italian people. By analyzing these traits, it will be possible to understand in a broader perspective strengths and weaknesses of Italian companies, as well as their compatibility to other business environments, first and foremost Asia and China. 


Lucio Lamberti

Dr. Lucio Lamberti

Director of the International Master in Multichannel Marketing Management, MIP Politecnico di Milano Graduate School of Business

Lucio Lamberti, Ph.D. in Management, Economics and Industrial Engineering at Politecnico di Milano, Visiting Professor of Marketing at Shanghai TongJi University and formerly visiting Ph.D. Candidate at the Antai College (Shanghai JiaoTong University) is Associate Professor of Marketing at the School of Management of Politecnico di Milano. He is the Director of International Relations at MIP Politecnico di Milano Graduate School of Business, Director of Ph.e.e.l, the Physiology, Emotion and Experience Laboratory of Politecnico di Milano, member of the Usability Workgroup (GLU) by the Italian Department of Public Administration (Ministry for Public Administration and Innovation), coordinator, from 2009 to 2011, of the inter-academic board supporting Milan Municipality and Milan Chamber of Commerce in Destination Marketing, program manager of the framework agreement between Politecnico di Milano and RAI (Italian National Television). He has founded and directs the International Master in Multichannel Marketing Management at MIP Politecnico di Milano Graduate School of Business. His research interests are in the field of quantitative marketing, big data and customer insight detection and CRM. He has collaborate with primary Italian national and international companies in innovation and technology transfer projects.