Introducing the FUS Faculty: Piergiacomo Mion Dalle Carbonare

Adjunct Professor, Marketing

PhD, University of Valencia
MPA, Bocconi University
B.Sc. Massachusetts State University

Office: Kaletsch Campus, Faculty Office 2
Phone: +41 91 985 22 60
Email: pmion@fus.edu

Piergiacomo Mion Dalle Carbonare holds a PhD in Marketing from the University of Valencia. His research activities focus on public cultural policies, smart city and territorial marketing. He is the author of chapters and articles on the subject. He attended international conferences (AIMAC, EURAM) presenting researches on audience development and cultural policies. He conducted research projects on performance and evaluation system in the public sector at European level, strategic planning for cultural institutions and territorial development.

Professor Mion Dalle Carbonare is SDA Junior Lecturer of the Government, Health and Non-Profit Division and Coordinator of the Master in Arts Management and Administration (MAMA) at SDA Bocconi School of Management. He is Deputy Director of the Master of Science in Economics and Management for Arts, Culture, Media and Entertainment (ACME) at Bocconi University where he also teaches courses related to Cultural Policies, Public Management and Territorial Marketing. His research interests include arts marketing, consumer behaviour and cultural policies.

2024-2025 Courses

BUS 256	Market Research Methods	FALL 2024
This course introduces students to the most common qualitative and quantitative techniques for conducting market research with an emphasis on their application. The definition of market research problems, the set-up of research plans, and the subsequent data collection and analysis are illustrated and applied by means of real world projects. Students are required to implement, in groups, the skills covered in class, and to prepare a final research report to discuss and present in class.
BUS 285	Integrated Marketing Communications	FALL 2024
This course exposes students to an integrated, global approach of two-way communication with consumers, customers and suppliers, and other stakeholders of companies and organizations. Students explore the communications process that is essential in contemporary global business cultures. Media options are explored for a range of target audiences. Discussions on the use of advertising, public relations, sales promotions, internet promotion, direct marketing and other techniques will be included. It takes a contemporary approach to the field of integrated marketing communications, highlighting how recent changes and rapid changes in the family, business environment, technology and the world in general are forcing communications specialists and advertisers to make major changes in the way they reach their markets. The course will draw on knowledge in fields such as psychology, sociology and anthropology, as well as media studies and communications.

Publications:

(upcoming) Mion Dalle Carbonare, P., Cuadrado-Garcìa, M. Analyzing the effect of the expanded servicescape on visitor´s satisfaction and loyalty in museums.

Carù, A., Mion Dalle Carbonare, P., Rurale, A. Nuove esperienze di consumo culturale – il caso del FAI. Economia & Management, February 2022.

Piancatelli C., Cuadrado M., Mion Dalle Carbonare P. Balenciaga, the Master of Haute Couture in The Artification of Luxury Fashion Brands: Synergies, Contaminations, and Hybridizations. Marta Massi, Alex Turrini (a cura di), Palgrave Macmillan, chap. 6, 2020

Mion Dalle Carbonare P., Prokupek M. Cultural business models: The Mistake of Obsoletion in Managing the Cultural Business: Avoiding Mistakes, Finding Success. M. Addis, A. Rurale (a cura di), Routledge, chap. 2, 2020

Carù A., Mion Dalle Carbonare P., Ostillio M. C., Piancatelli C. The Impact of Technology on Visitor Immersion in Art Exhibitions: Evidence from the Modigliani Art Experience exhibition in Digital Transformation in the Cultural and Creative Industries. Production, Consumption and Entrepreneurship in the Digital and Sharing Economy. Marta Massi, Marilena Vecco, Yi Lin (a cura di), Routledge, chap. 2, 2020.

Mion Dalle Carbonare, P., Prestini, S. and Rurale, A. In the eyes of the art beholder: the case of Villa Necchi Campiglio. SDA Bocconi School of Management, The Case Center (2019).

Massi M., Piancatelli C., Mion Dalle Carbonare P. Boosting Football Club Brands Through Museums: The Experience of Mondo Milan in Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations. Manuel Alonso Dos Santos (a cura di), IGI Global, chap. 6, pp.110-128, 2019

Massi M., Mion Dalle Carbonare P., Turrini A. Turning Crowds into Patrons: Democratizing Fundraising in the Arts and Culture in The Routledge Companion to Arts Management. William J. Byrnes, Aleksandar Brkic (a cura di), Routledge, chap. 27, pp.409-429, 2019.

Mion Dalle Carbonare, P., Carù, A., Ostillio, M. C. The impact of technology on visitors’ immersion in art exhibitions. Evidence from the Modigliani Art Experience exhibition. Conference Proceedings, International Conference on Arts and Cultural Management (AIMAC), June 2019.

Hiedemann, A. M., Mion Dalle Carbonare, P., Nasi, G. Milano, Monaco, Barcellona: smart city a confronto. Economia & Management. January 2018.

Mion Dalle Carbonare P., Rurale A. Policies for Audience Development: the case of the Lincoln Center NY. Conference Proceedings, International Conference on Arts and Cultural Management (AIMAC), June 2017.

Mion Dalle Carbonare P., Cucciniello, M. Innovazioni tecnologiche nelle istituzioni pubbliche: e-government e smart cities in Management Pubblico, F. Longo (a cura di), EGEA, 2017.

I casi di Belgio, Lettonia e Polonia in Sistemi di selezione e valutazione dei dirigenti pubblici in Europa. Spunti per la riforma in Italia, Collana White Paper OCAP. Vol. 1/2016, Milano, EGEA.