Marco de Carli
Adjunct Professor @Università IULM
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WORK HISTORY
Adjunct Professor @Università IULM
Milan, IT
This course offers students a strategic and operational understanding of Omnichannel Management, analyzing its application in the contemporary retail sector across various industries and geographical markets, with a particular focus on fast-moving consumer goods (FMCG).In a constantly evolving market with increasingly high consumer expectations in the digital era, the course will deeply explore how companies can- Strategically develop the brand in an omnichannel context- Effectively design and integrate physical and digital channels to offer a seamless, personalized, and consistent shopping experience- Fundamental organizational, technological, and process-related prerequisites will be analyzed. Emphasis will be placed on the central role of the customer and the strategic importance of data management to inform decisions and personalize the experience.Specific focus will be dedicated to:The application and evolution of Category Management from an omnichannel perspective, highlighting how to optimize assortment and product presentation across various touchpoints.The value of supply chain collaboration between Manufacturing and Distribution to create synergies and improve overall efficiency.Brand management and brand experience across all physical (stores, pop-ups, events) and digital (websites, apps, social media) touchpoints. These touchpoints will be considered crucial environments and places where the relationship between people (customers and staff) and the brand develops and is nurtured, generating a positive impact on the business in terms of brand equity, sales, and corporate culture.
EDUCATION
IULM University
Master's Degree, Brand Strategy, Marketing and Communication
Università degli Studi di Torino
Bachelor Degree, Marketing and Communication
SKILLS
ABOUT MARCO DE CARLI
Keep creating in life and business. Gentle listening. Beautiful ideas. Business impact — Marco is a seasoned leader with over two decades of experience directing international creative and strategic projects as an entrepreneur, advisor, and marketing strategist across branding, executive leadership, and experience & space design. As the Founding Partner and CEO of DINN, he identifies and develops creative innovation projects in consultation with the board across key global markets, including Italy, the USA, Europe, and the Middle East.In his capacity as an advisor and board member, Marco draws on extensive boardroom experience and field research to help companies transform their brand and corporate vision into a powerful engine for business growth, cultural relevance, and adaptive innovation. Beyond the boardroom, he serves as a Marketing Professor of Omnichannel Management at IULM University and is a frequent speaker at global conferences. He is passionate about demonstrating how design can shift business through amazing ideas that seamlessly integrate humans, digital experiences, and technology.
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