Mrs Tracy Pirie
| Post Nominals | BA, MSc |
|---|---|
| Biography | Tracy Pirie is known for her role as a Principal Lecturer in Marketing at Robert Gordon University (RGU), involved in the areas of digital marketing, international marketing, and corporate communication, and her contributions to academic leadership, curriculum development, and cross-institutional collaborations. With nearly two decades of experience in academia and research, Tracy has established herself as a key figure in advancing education and fostering industry partnerships, particularly within the field of marketing and corporate communication. In 2023, Tracy assumed the role of Principal Lecturer in Marketing at RGU, where she leads a team of staff across undergraduate and postgraduate programs. Her responsibilities extend beyond academic oversight to fostering an inclusive and supportive environment for students, through development of targeted initiatives to enhance student engagement, focused on bespoke welcome week activities tailored for postgraduate students to ensure a smooth transition into RGU’s academic setting. Her role also involves maintaining strong relationships with industry and professional bodies, aligning RGU’s marketing programs with industry needs and professional standards. Tracy’s leadership extends to her role as Course Leader for the MSc Corporate Communication and Public Affairs and MSc International Marketing. In this capacity, she has been instrumental in ensuring these courses continue to align with industry trends and requirements, integrating insights from her affiliations with professional organisations such as the Chartered Institute of Marketing (CIM), the Chartered Institute of Public Relations (CIPR), and the Marketing Society. Her teaching portfolio covers a broad range of topics such as Marketing Strategy, Business Marketing and Innovation and final year Research Projects. She provides both academic and pastoral support to foster student well-being and success in several areas. One of her notable achievements includes leading a cross-collaborative module in Business Creativity, where she organised an international creativity workshop in 2014. This event brought together over 50 delegates from six universities. Alongside her teaching and administrative responsibilities, Tracy has contributed to research in fields intersecting marketing, organisational behavior, and industry-specific challenges. Her research spans a variety of topics, including career development, health and safety, and employee competency, particularly within the oil and gas sector. She has published peer-reviewed articles, including a recent co-authored paper in the Journal of Workplace Learning (2022) examining gender’s moderating role in organizational development and career progression. Tracy’s research interests align closely with her academic expertise in marketing and communication, as evidenced by her ongoing PhD research on nostalgia and brand relationships within the context of Disney theme parks. This work aims to explore how nostalgia influences consumer-brand relationships (specifically focusing on fans), a topic that blends her marketing background with consumer psychology theories. Tracy has played a significant role as an external examiner for several institutions, including the University of West of Scotland, the University of Hertfordshire and the University of Northampton, where she has reviewed programs in Business Administration, Marketing, and Entrepreneurship. Her work as an external examiner from 2016 to 2027 reflects her commitment to quality assurance in higher education and her expertise in evaluating and enhancing academic standards across institutions. In terms of professional development, Tracy achieved Fellowship status with the Higher Education Academy (HEA) in 2014, reflecting her dedication to high-quality teaching and learning practices. She has completed a Level 5 Certificate in Leadership and Management at RGU, further expanding her capacity for academic leadership and strategic decision-making. Tracy Pirie’s career reflects a dedication to academic excellence, student engagement, and the integration of industry insights into higher education. Her roles at RGU, combined with her extensive teaching and research portfolio, underscore her impact in shaping future marketing professionals. |
| Research Interests | Tracy is currently undertaking a PhD, looking at the impact that change has upon nostalgic fans within the context of Disney theme parks. Nostalgic Destruction: A critical analysis of fans' reaction(s) toward branded nostalgiascapes when change occurs. Supervised by Prof Peter Reid and Dr Rachael Ironside She also has interests in the areas of consumer/fan behaviour; digital marketing and pedagogy. |
| Teaching and Learning | Tracy is currently course leader for the following: MSc Corporate Communications and Public Affairs; MSc International Marketing Tracy currently holds the position of Principal Lecturer within our Marketing subject area, leading staff who deliver across both undergraduate and postgraduate programmes covering Digital Marketing, International Marketing and Corporate Communication & Public Affairs. Tracy has taught a wide range of topics including: Marketing; Integrated Marketing Communications; Strategic Marketing; Business Creativity; Business Marketing and Innovation; Managing in the Creative Industries; Business Start Up in the Creative Industries; Strategic Digital Communications; Research Methods; Research Project |