• Print
GUITART Ivan

Ivan GUITART

Associate Professor

Marketing

Ivan Guitart is Associate Professor of Marketing. His research focuses on improving advertising decisions across digital and traditional channels. In recent years, his studies have focused on television advertising, banner advertising, social media adverting and email marketing. His research has appeared in international journals such as the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing.

Professor Guitart joined emlyon in 2018. He received his PhD from IESE Business School, Spain. He also holds a bachelor and a master degree in Engineering from Universidad Católica, Chile. He currently serves in the board of directors of Fundación América por la Infancia, a company with social purpose based in Latin America.

EducationTop

IESE BUSINESS SCHOOL, Barcelona, Spain                                                                                         

PhD in Management (2014)

Master of Research in Management (2011)

                                                                                                                            

ERASMUS SCHOOL OF ECONOMICS, Rotterdam, The Netherlands                                       

Visiting PhD student (Nov. 2010 - Apr. 2011)

                                                                                                                            

UNIVERSIDAD CATOLICA DE CHILE (PUC) - ENGINEERING SCHOOL, Santiago, Chile       

Master in Engineering (2006)

Industrial Engineer, Diploma in Chemical Engineering (2006)

B.Sc. in Industrial Engineering (2005)

AwardsTop

GEM's outstanding teaching award 2015-2016

GEM's outstanding teaching award 2014-2015

Marketing Faculty Publication Workshop at ESCP (Jan. 2015)

AMA Sheth Foundation Doctoral Consortium Fellow (June 2013)

Scientific CommitteesTop

Ad-hoc reviewer International Journal of Research in Marketing

Ad-hoc reviewer Journal of Advertising

ExpertiseTop

Digital marketing, marketing mix modeling, advertising, marketing strategy, applied econometrics, time series, quantitative methods

AssociationsTop

EMAC - European Marketing Association

Courses taughtTop

Ecosystems and platform business models (MSc Health Management)

Digital Marketing overview (Bachelor in Business and Administration)

Digital Marketing (Programme Grande Ecole)

Market Research (European Triple Degree Master)

Research InterestTop

Advertising, advertising content, advertising effectiveness, marketing mix modeling, brand equity

Communications & SeminarsTop

EMAC - OSLO, NORWAY (June 2016)

- An Empirical Study of the Effects of Contextual Advertising on Television

- An Empirical Investigation of Direct-to-Consumer Campaign Effectiveness in the Presence of Voluntary Contact Information Disclosure (presented by Yashar Bashirzadeh)

 

MARKETING SCIENCE - ISTANBUL, TURKEY (July 2013)

- Optimal Introduction Sequence for a New Component Technology across the Product Line  

PublicationsTop