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Marketing in the time of coronavirus: Lessons learned at the University of Glasgow
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.
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Rachel Sandison is director of the marketing, recruitment & international office at the University of Glasgow, UK, where she has responsibility for domestic and international student recruitment and marketing, corporate and strategic marketing, undergraduate and postgraduate admissions, international affairs and widening participation. Rachel is a Chartered Marketer and Chair of the Glasgow Economic Leadership Higher/Further Education Marketing group, and member of the Council for Advancement and Support of Education (CASE) US Commission, the Universities Marketing Forum, Universities Scotland International Committee and sits on a number of sector advisory boards. She is also a member of Faculty at the CASE Europe Strategic Marketing Institute and is a current School Governor. Previously, Rachel was the Director of Marketing, Student Recruitment and Alumni Relations at the University of Aberdeen, UK.