1961-4     Lecturer in Aesthetics at the University of Torino, Facoltà di Lettere e Filosofia and at the Politecnico of Milano, Facoltà di Architettura.
1966-69:  Associate Professor of Visual Communication, Facoltà di Architettura, University of Firenze.
1969-71   Associate Professor of Semiotics, Facoltà di Architettura, Politecnico di Milano.
1969        Visiting Professor: New York University
1971 -.     Editor of VS-Semiotic Studies.
1971-75   Associated Professor of Semiotics, Facoltà di Lettere e Filosofia, University of Bologna.
1972        Visiting Professor Northwestern University
1972-79   Secretary General of the IASS/AIS (International Association for Semiotic Studies);
1979-83   Vice-President of IASS/AIS. Now Honorary President.
1975 -2007 Full Professor of Semiotics, University of Bologna
1975        Visiting Professor UC-San Diego
1976        Visiting Professor New York University
1976-77, 1980-83: Director of the Istituto di Discipline della Comunicazione e dello Spettacolo, University
               of Bologna.
1977        Visiting Professor Yale University
1978        Visiting Professor Columbia University
1980        Visiting Professor Yale University
1981        Visiting Professor Yale University
1983/88   Director of the Istituto di Discipline della Comunicazione, University of Bologna.
1984        Visiting Professor Columbia University
1986/02   Director of the PhD Program in Semiotics, University of Bologna.
1989 -...   President of the International Center for Semiotic and Cognitive studies, University of San Marino.
1989-95   Member of the CSEO (Executive Scientific Committee) of the University of San Marino
1990        Tanner Lecturer, Cambridge University.
1992/93   Professeur étranger, Collège de France, Paris.
1992/93   Norton Lecturer, Harvard University.
1993-98:  Chair of Corso di Laurea in Scienze della Comunicazione, University of Bologna.
1996        Professeur étranger, Ecole Normale Superieure, Paris
1996        Visiting Fellow of The Italian Academy, Columbia University, New York.
1998        Goggio Lecturer, University of Toronto.
1999 -      President of the Scuola Superiore di Studi Umanistici, University of Bologna.
2002        Weidenfeld Lecturer, Oxford University
2002-05   President of the Consiglio Scientifico of the Istituto Italiano di Scienze Umane
2006-       President of the Comitato dei Garanti of the Istituto Italiano di Scienze Umane
2008        Professor Emeritus, University if Bologna