Leading through a pandemic shifted how enrollment management offices leverage their global networks. At New York University (NYU), leaders identified: what it is like to manage a crisis that affects campuses in different time zones; how data is
used to develop strategic enrollment management (SEM) plans; and how virtual tools, communications, and SEM staffing can create a unified student experience. This case study contributes to the research about global universities and their
responses to the COVID-19 pandemic.
