Dr Nilay Balkan

  • Lecturer in Marketing (Management)

Biography

Nilay joined the Adam Smith Business School in 2020 and completed her PhD in 2019. Her PhD investigated the role of social media in building relationship and communities between customer and micro-businesses.

While completing her PhD, Nilay worked as Lecturer in Marketing at Glasgow Caledonian University and taught online MSc and MBA marketing courses at Edinburgh Napier University.

Nilay worked as a Business Advisor prior to joining the Adam Smith Business School, working closely with start-ups and social enterprises. She maintains this interest in entrepreneurship, SMEs and social enterprises and is an External Associate at UHatch (Glasgow Caledonian University’s Business Incubator). This industry experience informs Nilay’s teaching and research.

Research interests

Nilay is a member of the School's Marketing and Entrepreneurship, Development and Political Economy research clusters.

Areas of expertise: 

  • Marketing communications
  • Relationship marketing
  • Branding
  • Social media
  • Entrepreneurship
  • SMEs
  • Learning and teaching

Publications

List by: Type | Date

Jump to: 2022 | 2021 | 2017 | 2016
Number of items: 5.

2022

Balkan, N. (2022) Why Are Students Not Engaging In Online Learning? A Lecturer’s Reflection. Learning at City Conference 2022, London, UK, 29 Jun 2022. (doi: 10.6084/M9.FIGSHARE.20298435.V1)

Balkan, N. (2022) Barriers to digitally transform SMEs in Europe. [Website]

2021

Balkan, N. (2021) Customer–company relationships: the key dimensions and leveraging social media to build relationships. In: Ritch, E. L. and McColl, J. (eds.) New Perspectives on Critical Marketing and Consumer Society. Emerald Publishing: Bingley, pp. 39-52. ISBN 9781839095573

2017

Balkan, N. (2017) Customer engagement on social media. a literature review. In: García-Medina, I. and Tur-Viñes, V. (eds.) Diálogos bilaterales entre investigadores de la Glasgow Caledonian University (Reino Unido) y la Universidad de Alicante (España). Estudios interdisciplinares. Universidad de Alicante: Alicante, pp. 9-26. ISBN 9788461793884 (doi: 10.14198/medcom/2017/10_cmd)

2016

Balkan, N. (2016) The marketplace of attention: how audiences take shape in a digital age. Consumption Markets and Culture, 19(4), pp. 396-399. (doi: 10.1080/10253866.2015.1057990)[Book Review]

This list was generated on Mon Jan 30 02:43:25 2023 GMT.
Number of items: 5.

Book Sections

Balkan, N. (2021) Customer–company relationships: the key dimensions and leveraging social media to build relationships. In: Ritch, E. L. and McColl, J. (eds.) New Perspectives on Critical Marketing and Consumer Society. Emerald Publishing: Bingley, pp. 39-52. ISBN 9781839095573

Balkan, N. (2017) Customer engagement on social media. a literature review. In: García-Medina, I. and Tur-Viñes, V. (eds.) Diálogos bilaterales entre investigadores de la Glasgow Caledonian University (Reino Unido) y la Universidad de Alicante (España). Estudios interdisciplinares. Universidad de Alicante: Alicante, pp. 9-26. ISBN 9788461793884 (doi: 10.14198/medcom/2017/10_cmd)

Book Reviews

Balkan, N. (2016) The marketplace of attention: how audiences take shape in a digital age. Consumption Markets and Culture, 19(4), pp. 396-399. (doi: 10.1080/10253866.2015.1057990)[Book Review]

Conference or Workshop Item

Balkan, N. (2022) Why Are Students Not Engaging In Online Learning? A Lecturer’s Reflection. Learning at City Conference 2022, London, UK, 29 Jun 2022. (doi: 10.6084/M9.FIGSHARE.20298435.V1)

Website

Balkan, N. (2022) Barriers to digitally transform SMEs in Europe. [Website]

This list was generated on Mon Jan 30 02:43:25 2023 GMT.

Supervision

Supervisory interests

  • Marketing communications
  • Relationship marketing
  • Branding
  • Marketing in SMEs
  • Entrepreneurship
  • Entrepreneurship training

Teaching

Current taught courses

  • Course leader for Marketing campaign development - tactics and research (third year)
  • Course leader for Marketing management (MSc level)

Previous taught courses

  • Strategic brand management
  • Digital marketing
  • Digital fashion branding
  • International business strategy
  • Contemporary consumer culture in international business
  • Creating business excellence and marketing

Additional information

External roles

  • External Associate at UHatch, Glasgow Caledonian University’s Business Incubator