Abstract
This article focuses on the perception of crisis management of case business university due to the shift from in-person learning to online or distance form based on COVID-19 and suggestions to improve university branding and competitiveness. Results are based on interviewing students enrolled at business courses during the coronavirus crisis. The aim is to identify successful crisis management practices of a university based on key factors drawn from students’ feedback to ensure smooth shift to online education while maintaining efficiency and reputation. Students reactions were analysed to construct factors leading to successfully manage university’s value though non-standard period. Students reflection on their experiences brings factors crucial to manage unexpected situation, i.e.: personalized communication, openness of school staff, fast reactions, alternative study possibilities, management of social impact, and alternative exams.