Dr Anabel Gutierrez

Anabel Gutierrez

Position: Principal Lecturer in Digital Marketing and Business Analytics
Email: gutierreza@regents.ac.uk
Linkedin: View Linkedin profile
Faculty: Business & Management
School/institute(s): Business & Management, Politics & International Relations
Programme/s: MSc Digital Marketing & Analytics Areas of Expertise: Business Analytics

Professional Biography

Dr Anabel Gutierrez is Principal Lecturer in Digital Marketing and Business Analytics at Regent’s University London and has over 20 years of academic experience that she has balanced with industry practice gained from consultancy work in IT projects for both private and public sector. Dr Gutierrez has also experience in curriculum development and recently led the MSc Digital Marketing and Analytics development and validation at Regent’s University London. Currently she is SAS Academy Coordinator at Regent’s and member of the SAS UK & Ireland Academic Advisory Board.

From 1994 to 2004 she was a lecturer at the Tecnologico de Monterrey in Mexico City where she also held several positions leading IT executive training and the last 5 years as a Programme Director. From 2004 to 2009 she conducted Business and IS Alignment research at Brunel University where she had active collaboration with the Centre for Information Systems Research (CISR) team. In 2009 she joined Regent's University London leading various modules such as Emerging Technologies, Business Analytics, Digital Marketing, Project Management and Research Methods. She is a member of the Regent’s Centre for Transnational Studies (RCTS) and has published several articles in international peer reviewed journals and conferences as well as acting as reviewer since 2006.

Qualifications

  • Fellow of the Higher Education Academy FHEA (2016)
  • PhD, Information Systems, Brunel University, UK (2009)
  • MSc, Information Management, Tecnologico de Monterrey-ITESM, Mexico (1996)
  • BSc, Information Systems, Universidad Nacional Autonoma de Mexico-UNAM, Mexico (1991)
  • PRINCE2 Registered Practitioner. APMG-International (2012). License 02618614-01-7NY7

Relevant Past Employment

Academic Experience

  • 2014 – 2016  Deputy Head of Department. Faculty of Business and Management, Regent’s University London, UK.
  • 2014 – Present  Principal Lecturer in Digital Marketing and Business Analytics. Faculty of Business and Management, Regent’s University London, UK.
  • 2014 – Present Member of the SAS UK & Ireland Academic Advisory Board, London, UK.
  • 2012 – 2014    Senior Lecturer in Information Systems. Faculty of Business and Management, Regent’s University London, UK.
  • 2009 – 2012    Lecturer in Information Systems. Faculty of Business and Management, Regent’s University London, UK.
  • 2013    Internal panel member (non-specialist) for the School of Fashion and Design Revalidation Process.
  • 2012    Collaborated in the Competitive Business Intelligence Major design and its implementation for the BA International Business. Designed the modules Emerging Technologies for Business using SAS Enterprise Guide software.
  • 2012    Collaborated with the BA International Events Management revalidation team, including the validation panels, and contributed to the design of the Project Management and IT skills module.
  • 2010    Collaborated with the MBA International Business revalidation team, including the validation panels, and contributed to the design of the Information and e-Business Systems and Business Project modules.
  • 2005 – 2007    Graduate Teaching Assistant. School of Information Systems, Computing and Mathematics. Brunel University, UK.
  • 1999 – 2004    Programme Director. School of Engineering. Tecnológico de Monterrey-ITESM (University). Mexico City, Mexico
  • 1997 – 1998    Course Manager and Lecturer for Executive Training. School of Engineering. Tecnologico de Monterrey-ITESM (University). Mexico City, Mexico
  • 1994 – 2004    Lecturer in Information Systems. School of Engineering. Tecnologico de Monterrey-ITESM (University). Mexico City, Mexico
  • 1991 – 1993    Visiting lecturer in Information Systems. School of Engineering. Tecnologico de Monterrey-ITESM (University). Mexico City, Mexico
  • 1986 – 1990    Computer Teacher. La Salle (Primary and High School). Mexico City, Mexico

Industry Experience  

  • 2005    Software Localization Tester. SDL International. Globe House, Clivemont Road, Maidenhead, UK.           
  • 1997 - 2000     Consultancy Services and Project Manager. Tecnologico de Monterrey-ITESM (University). Mexico City, Mexico.
  • 1993 - 1994     Systems Analyst and Developer. Escuela Bancaria Comercial (Accounting and Economics University). Mexico City, Mexico.
  • 1991 - 1992     Systems Analyst and Developer. IBM Servicios Corporativos de Información (IBM unit). Mexico City, Mexico.
  • 1990 - 1991     Systems Programmer. Tecnología Orientada a Resultados (IT company). Mexico City, Mexico.
  • 1989 - 1990     Systems Programmer. Procuraduría de Justicia del D.F. (Attorney General in Mexico City). Mexico City, Mexico.

Professional Affiliation(s)/Accreditation

  • Information Systems Association (AIS)
  • UK Academy of Information Systems (UKAIS)
  • Committee for the European Conference on Research Methods (ECRM)
  • Regent’s Centre for Transnational Studies (RCTS)

Teaching & Course Development

  • 2013 – Present MSc Digital Marketing and Analytics Development Leader. Faculty of Business and Management, Regent’s University London, UK.
  • Co-leading the overall development and validation process, and contributed to the design of three modules: Emerging Digital and IT trends for Marketing, Digital Marketing Research and Digital Marketing Data Analysis. Currently managing the SAS Joint Certificate Programme.

Recent teaching modules

  • Project Management and IT Skills - Undergraduate
  • Emerging technologies for Business - Undergraduate
  • Emerging Digital Media and IT trends for Marketing - Postgraduate
  • Digital Marketing Data Analysis – Postgraduate

Research Supervision

  • 2013 – Present  Director of Study for PhD students at London School of Commerce, The Associate College of Cardiff Metropolitan University         
  • 2009 – Present Postgraduate Dissertation Supervisor in the European Business School at Regent’s University London.

Examining

  • 2016   PhD External Examiner. University of South Wales. "Essential Factors influencing E-banking Services Adoption: The case of Jordanian Commercial Banks".
  • 2016 – 2019    Programme and module External Examiner at Hertfordshire Business School for MSc Project Management
  • Summer 2011   PhD External Report Examiner. Universidad Carlos III de Madrid.
  • 2007 – 2009    Dissertation Supervisor: assisting undergraduate and master dissertations within the areas of Business and IS Alignment at Brunel University.

Research Interests

  • Emerging Technologies
  • Business Analytics
  • Digital Marketing
  • Project Management
  • Research Methods

Publications

Gutierrez, A. Boukrami, E. and Lumsden, R. 2015. Technological, Organisational and Environmental factors influencing managers’ decision to adopt cloud computing in the UK. Journal of Enterprise Information Management, 28(6), pp. 788-807.

Gutierrez, A., Orozco,J. and Serrano, A. 2009. Factors affecting IT and business alignment: a comparative study in SMEs and large organizations. Journal of Enterprise Information Management, 22(2), pp. 197-211.

Gutierrez, A. and Serrano, A. 2008. Assessing Strategic, Tactical and Operational Alignment Factors for SMEs: Alignment across the Organisation's Value Chain. International Journal of Value Change Management, 2(1), pp.33-56.

Other Outputs

Invited Speaker, 2016. “Established Data Science and Advance Analytics Programs”, SAS Data Science and Advance Analytics Forum, London, UK, 6-7 June 2016.

Invited Speaker, 2014. “SAS for Business and Management Schools”, SAS Professionals Convention 2014: Make connections. Share ideas. Be inspired, Marlow, SAS UK Headquarters – 24 June 2014.

Conference Papers Given

  • Gutierrez, A. 2016. Internet Privacy Concerns in the context of web personalisation, UK Academy for Information Systems Conference (UKAIS). Oxford, UK 12-13 April 2016.
  • Cioara, I., Sugandi, D., Syrnikova, A. and Gutierrez, A. 2015. Millennials Online Shopping: Privacy Concerns and Engagement, EAMSA Conference 2015: Theory and Practice in Bridging Europe and Asia: Contemporary Challenges in International Marketing. SOAS University of London, UK 28 – 31 October 2015.
  • Gutierrez, A. and Lumsden, R. 2014. Key Management Determinants for Cloud Computing Adoption, UK Academy for Information Systems Conference (UKAIS). Oxford, UK 8-9 April 2014.
  • Lumsden, R. and Gutierrez, A.  2013. Understanding the Determinants of Cloud Computing Adoption within the UK, European and Mediterranean Conference on Information Systems (EMCIS). London, UK 17 - 18 October 2013.
  • Rommel, O. and Gutierrez, A. 2012. Empirical Assessment on Risks in IS/IT Projects: Challenges for Managers, 20th European Conference on Information Systems (ECIS). Barcelona, Spain 10¬-13 June 2012.
  • Gutierrez, A. 2012. Research-Teaching-Practice linkages. Innovation in challenging times, The ABS Learning & Teaching conference in association with the Higher Education Academy. Manchester, UK 24 - 25 April 2012.
  • Gutierrez, A.  2011. Alignment of IS Projects with Business Strategy: Evolution of Thinking and Practice, European and Mediterranean Conference on Information Systems (EMCIS). Athens, Greece 30-31 May 2011
  • Gutierrez, A. and Lycett M. 2011. IS Alignment factors: Dynamic relationships at Strategic, Tactical and Operational level, UK Academy for Information Systems Conference (UKAIS). Oxford, UK 12-13 April 2011.
  • Gutierrez, A., Mylonadis, C., Orozco, J. and Serrano, A. 2008. Business-IS alignment: assessment process to align IT projects with business strategy, American Conference on Information Systems (AMCIS). Toronto, ON, Canada 14-17 August 2008.
  • Gutierrez, A., Orozco, J., Papazafeiropoulou, N. and Serrano, A. 2008. Developing a taxonomy for the understanding of business and IT alignment paradigms and tools, 16th European Conference on Information Systems (ECIS). Ireland, Galway. UK 9-11 June 2008.
  • Gutierrez, A., Nawazish, A., Orozco,J., Serrano, A. and Yaz, H. 2007. Comparing alignment factors in SMEs and large organisations: a planning integration perspective, American Conference on Information Systems (AMCIS). Keystone, Colorado. USA 9-12 August 2007.
  • Gutierrez, A., Orozco,J., Serrano, A. and Serrano, A. 2006. Using tactical and operational factors to assess strategic alignment: an SME study, European and Mediterranean Conference on Information Systems (EMCIS). Alicante, Spain 25-27 July 2006.

Grants Awarded

Research grant: Peer Review as a Learning Process (2012-2013) in collaboration with Dr Assia Rolls.

Research grant: Enriching the learning experience of international business and management postgraduate students doing dissertations (2011-2012) in collaboration with Dr Peter Sharp.

Research grant: Research-Teaching-Practice linkages: A Challenge for Business Schools. (2010-2011) Published in Border Crossing: Transnational Working Papers in Higher Education, Volume 2011, no 1103.

Last updated: 31 January 2017