Elaine Collinson
Associate Professor
Elaine Collinson has over 30 years’ experience teaching in Marketing, at undergraduate, postgraduate and executive education levels. Teaching and research areas of expertise include Marketing Strategy, Branding, Marketing of Education, Entrepreneurship, Services Marketing and Small Business Growth. She has extensive experience working with industry to enable growth, delivering training programmes and working with economic development agencies. Research linked to economic development has informed economic policy and she acts as a mentor for Interface. A core interest throughout her career has been on enhancing the student experience, offering internationalisation opportunities for students. She has developed Transnational Education (TNE) double degrees with partners across the globe and worked closely with business school international accreditation bodies to enhance quality standards.As Director of Postgraduate Taught Programmes she is responsible for ensuring student experience is optimized across the MSc portfolio at Edinburgh Business School.She has undertaken a number of Research Projects, examples include - ALFA Programme (EU Funded) in Latin America, Scottish Enterprise (Research in SME Growth), BT and Forth Ports plc. She has published in the Journal of Marketing Management, Management Decision, Services Industry Journal, and Journal of Research in Marketing & Entrepreneurship and contributed over 20 chapters in books and public policy reports relating to business development and support.
Areas of interest
- Marketing, Marketing Strategy, Services Marketing, Marketing of Education, Branding, Entrepreneurship, Scale Up, Academic Industry Collaborations, Small Firms’ Development &
- Growth, Marketing and Economic Development, Marketing and Communications
Qualifications
1990 Master of Philosophy (MPhil) in Marketing – University of Strathclyde.
1983 B.A. (Hons) in Marketing & Spanish – University of Strathclyde
Background
An academic in the Department of Marketing at the University of Strathclyde (1987-2014) she held a number of management posts as Director of Undergraduate Programmes, Director of Internationalisation and Director of Executive Education. She reviewed, re-designed and launched a new undergraduate degree and delivered Strathclyde Business School’s international strategic objectives, increasing the international partner portfolio and developing international Transnational Education programmes via post graduate double degrees. She developed Executive Education on bespoke MBA programmes for Iberdrola, Weir and Babcock International in association with overseas partners.
She was Co-Chair of the European Affinity Group of AACSB, member of the European Association of International Educators and worked extensively with the European Foundation for Management Development dedicated to quality assurance in international education. Her international experience has provided her with solid inter cultural skills and appreciation of different approaches to management.
Executive Education on Luxury Branding (2018) – University of Newcastle.
Recent publications
Projects/Research showcase
AWARDS
Awards
2018, Awarded International Prize at European Congress on Project Based Learning – Universidad Europea de Madrid. Competition comprised of presenting examples of project based learning in an international context. Prize awarded for development of international internship opportunities with Array Marketing (Canada) for MSc International Marketing Students.