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.
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)
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)
Ad-hoc reviewer International Journal of Research in Marketing
Ad-hoc reviewer Journal of Advertising
Digital marketing, marketing mix modeling, advertising, marketing strategy, applied econometrics, time series, quantitative methods
EMAC - European Marketing Association
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)
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
ACADEMIC ARTICLES (4)‑ Guitart, Ivan, Hervet, Guillaume, , Gelper, Sarah. 2019. Competitive advertising strategies for programmatic television.Journal of the Academy of Marketing Science, FORTH
‑ Guitart, Ivan, Hervet, Guillaume, , Hildebrand, Diogo. 2019. Using eye-tracking to understand the impact of multitasking on memory for banner ads: the role of attention to the ad.International Journal of Advertising, 38 (1): 154-170 p.
‑ Guitart, Ivan, Gonzalez, Jorge, , Stremersch, Stefan. 2018. Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity.International Journal of Research in Marketing, 35 (3): 471-489 p.
‑ Guitart, Ivan, Hervet, Guillaume. 2017. The impact of contextual television ads on online conversions: An application in the insurance industry.International Journal of Research in Marketing, 34 (2): 480-498 p.
PRESS ARTICLES (1)‑ Guitart, Ivan, Ferrer, Juan Carlos, , Rocha e Oliveira, Paulo. 2016. Fijación de precios basándose en la creación de valor: ¿Cuánto está dispuesto a pagar el cliente?.Harvard Deusto Marketing y Ventas, 136
CASE STUDIES (2)‑ Guitart, Ivan, Rocha e Oliveira, Paulo. 2010. Gas Natural: Improving the Profitability of Servigas. Barcelona: IESE Publishing; IESE PublishingM-1234-E: , 17 p.
‑ Guitart, Ivan, Lopez-Urdiales, José Mariano, , Rocha e Oliveira, Paulo, , Capizzani, Mario. 2009. AèroTec's Systèmes Navigateur: A Travel Experience from out of This World. Barcelona: IESE Publishing; IESE PublishingM-1225-E: , 18 p.