Interpreting student behaviour in a global pandemic
Dr Katie Bell, UCAS

I have worked in education for more than a decade, and before that another decade in the world of corporate global marketing. They share many of the same requirements: a firm finger on the pulse, and a keen understanding of the way that consumer behaviours develop. It doesn’t take a psychologist or an economist to diagnose the big dynamic shifts of the market, but understanding them at a micro level (not just Gen Z, but students within Gen Z, for example) requires a deeper social study.
And that is,...