Jonathan Wilson

Jonathan Wilson


  • 0.19 Thomas Paine Study Centre

  • Source: Scopus
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Personal profile


Jonathan Wilson is Associate Professor in Marketing and Business Research within Norwich Business School (NBS). 

He is a recipient of the UEA 2018 Sir Geoffrey and Lady Allen prize in teaching. The award recognised his innovative approaches to teaching and emphasis on authentic learning. One example of the latter is 'The UEA/CIM Marketing Club'. In December 2016, Jonathan established a marketing club in collaboration with the Chartered Institute of Marketing (CIM). The first of its kind in the UK, the purpose of the club is to hold a series of events throughout the year that brings together marketing students and practitioners. These events are extremely popular with students as they provide an opportunity to network with practitioners, work on real-world marketing problems and learn about different areas of marketing practice.  

He is a Senior Fellow of the HEA (2016) and has been a Fellow of the Chartered Institute of Marketing since 2004. Jonathan has written three Business Research books. He is author of the best-selling book ‘Essentials of Business Research: A Guide to Doing Your Research Project’, the content of which includes examples of real-world research and ‘The Honeycomb of Research Methodology’ ©. This is a framework designed to support students’ learning of the key concepts of research. His book is used as a core text for more than 40 courses, in institutions across more than 8 countries, including the UK, Germany, The Netherlands, Russia, Sweden and the U.S. The third edition is due for publication in February 2026. Jonathan is also the sole author of the comprehensive guide to research: 'Understanding Research for Business Students' (published in 2022). 

Jonathan has nearly 25 years of experience teaching marketing. His teaching experience includes delivering a wide range of marketing and research based subjects at all levels. Jonathan has also taught on marketing and business programmes to employees from leading multinational companies, such as: Barclays, British Airways, Sinopec, Bosch, Deutsche Bank, and Mars.

Current interests include: Authentic learning, using cartoons and comics in the classroom, Business Research and Marketing Education.  

Academic Background

Jonathan completed his PhD in International Marketing at Middlesex University in 2006. He also holds degrees in Business Studies (BA), master’s degrees in Marketing (MA) and Chinese Business and International Relations (MSc), and an MPhil in Educational Research from the University of Cambridge. His teaching qualifications include a PGCE (University of Greenwich 2000) and FHEA (achieving SFHEA status in 2016).

His research interests focus on Marketing Education, Business Marketing and Chinese Brands. He has published papers on UK-Chinese joint venture relationships and doing business in China. In addition, he is author of Essentials of Business Research: A Guide to Doing Your Research Project (2014, Sage Publications) and Understanding Research for Business Students (2022, Sage Publications). 

Key Research Interests

Jonathan's research interests increasingly focus on Authentic learning. He has published in European Business Review, Journal of Business & Industrial Marketing and the Asia Pacific Journal of Marketing & Logistics. Jonathan has also presented papers at a number of marketing and teaching and learning conferences, including the Industrial Marketing & Purchasing Group (IMP) Conference, SEDA and AdvanceHE NTF and CATE Symposium.

Teaching Interests

Jonathan's teaches both undergraduate and postgraduate modules. As follows: 

NBS-7025A Strategic Marketing Management

NBS-7020Y Understanding Research for Brand Leadership

NBS-6120A Market Research 

Administrative Posts

My Office Hours are Wednesdays 2pm to 4pm (During teaching weeks).

Jonathan is Group Head for the Marketing Subject Group (Teaching). 

Course Director for MSc Marketing.

Memberships include:

Fellow of the Chartered Institute of Marketing

Member of The Levitt Group

Member of the Higher Education Academy

Member of the Industrial Marketing & Purchasing Group (IMP)


Jonathan is an ad hoc reviewer for the International Journal of Business Performance Management, Journal of Business & Industrial Marketing and Journal of Human Relations. In addition, he has also acted as a reviewer for the ESRC. Book reviews include a number of publications for Sage, Routledge and Cambridge University Press.