Ivan Guitart is an Associate Professor of Marketing at EMLyon Business School. His research focuses on the improvement of digital and traditional advertising decisions. His research has been published in prestigious international marketing journals. He teaches digital marketing, quantitative methods, and principles of marketing.
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, quantitative methods
EMAC - European Marketing Association
MSc in DMDS Online business models
BBA Digital Marketing
PGE Digital Marketing
PGE Quantitative Marketing
ETD Market Research
PGE BASICS MKT
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, , 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, Hervet, Guillaume, , Gelper, Sarah. 2019. Competitive advertising strategies for programmatic television.Journal of the Academy of Marketing Science, FORTH
‑ 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.