Nilay Balkan

Nilay Balkan is a Lecturer in Marketing at the University of Glasgow’s Adam Smith Business School since 2020. She holds a PhD from 2019, focusing on social media’s role in customer-microbusiness relationships. Prior to this, she taught at Glasgow Caledonian University and Edinburgh Napier University, while also serving as a Business Advisor for startups and social enterprises. She remains an External Associate at UHatch (Glasgow Caledonian University’s incubator).

Research Interests: Marketing communications, relationship marketing, branding, social media strategy, entrepreneurship, and SME development. She contributes to the School’s Marketing and Entrepreneurship, Development & Political Economy research clusters.

Teaching Roles: Course leader for Marketing Campaign Development (undergraduate) and Marketing Management (MSc). Previously taught Digital Marketing, Strategic Brand Management, and International Business Strategy. Her teaching integrates industry insights from her advisory work.

Publications focus on education post-pandemic, SME digital transformation barriers, and social media’s role in customer relationships. External roles include MENA student outreach webinars and entrepreneurship training initiatives.