Ivan Guitart

I am an Associate Professor of Marketing. My research focuses on improving advertising decisions across digital and traditional channels. In recent years, my studies have focused on television advertising, banner advertising, social media adverting and email marketing. My 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. I joined emlyon business school in 2018. I received his PhD from IESE Business School, Spain. I also hold a bachelor and a master degree in Engineering from Universidad Católica, Chile. I currently serve in the board of directors of Fundación América por la Infancia, a company with social purpose based in Latin America.

Research topics

1. Advertising

2. Advertising content

3. Advertising effectiveness

4. Marketing mix modeling

5. Brand equity

Education

• Doctor of Philosophy - PhD IESE Business School - University of Navarra (2011 — 2014)
• Master of Research in Management IESE Business School - University of Navarra (2009 — 2011)
• Master of Engineering Pontificia Universidad Católica de Chile (2005 — 2006)
• BSc Engineering Pontificia Universidad Católica de Chile (1999 — 2006)

Companies

• Director in Board Of Directors Fundación America por la Infancia (2020)
• Associate Professor emlyon business school (2018)
• Assistant Professor Grenoble Ecole de Management (2014 — 2018)
• PhD student IESE Business School (2009 — 2014)
• Reseach Assistant IESE Business School (2008 — 2009)
• Engineer Echeverría Izquierdo Montajes Industriales S.A. (2007 — 2007)
• Internship Empresas AquaChile (2004 — 2004)