Marketing in the time of coronavirus: Lessons learned at the University of Glasgow

Rachel Sandison
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Rachel Sandison: Vice-Principal for External Relations, University of Glasgow, UK

Journal of Education Advancement & Marketing, 2021, vol. 6, issue 1, 24-36

Abstract: This paper provides an overview of the core tenets that drive successful organisational marcomms activity in this peri-COVID-19 environment. The reader will gain an understanding of the marketing theory that underpins these responses, and why marketing and communications has a strategic role to play in driving institutional plans during a crisis. The paper also provides a case study on the specific initiatives undertaken by the University of Glasgow since the start of the pandemic, and the lessons that have been learnt. In particular, the case study focuses on the importance of brand and reputation in the delivery of responsive strategies and the significance of market orientation and innovation during times of crisis.

Keywords: crisis communications; higher education marketing; market orientation; marketing innovation; responsive strategy; stakeholder engagement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2021:v:6:i:1:p:24-36

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