Jonathan Wilson

Jonathan Wilson


  • 0.19 Thomas Paine Study Centre

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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 opportuntiy to network wih 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 is Associate Director of Learning and Teaching Quality in NBS. 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.

Jonathan has more than 20 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, Business Research and Marketing Education.  



Wilson, J. (2021) Understanding Research for Business Students: A Complete Students' Guide, Sage Publications (Book, forthcoming)


Brennan, D. and Vos, L. (2021) Teaching Marketing, Edward Elgar Publishing (Chapter on International Marketing Education)


Wilson. J. (2020) The Marketing Club: Creating Authentic Learning Experiences, Learning Highlights, pp.14-15, Summer 2020 (Article)


Wilson, J. (2020) NTF and CATE Symposium 2020: The Marketing Club: Creating an Authentic Learning Environment in Marketing Research, 5-6 March, Aston University (Workshop)


Wilson, J. (2019) Developing authentic learning experiences through a three-way partnership between students, staff and a professional body. Workshop at the SEDA Autumn Conference, Leeds, 14-15 November (Slideshare/workshop)


Tzempelikos, N., Brennan, R., and Wilson, J. (2014) Improving relevance in B2B research: Analysis and recommendations in Journal of Business & Industrial Marketing 29. (7/8). pp. 601-609 (Article)


Wilson, J. (2014) Essentials of Business Research: A Guide to Doing Your Research Project, Sage Publications (Book)


Zolkiewski, J., Brennan, D.R., Khan, A., Wilson, J. (2013) Interacting in China. Paper presented at the 29th IMP Conference, University of Georgia, Atlanta, Georgia, USA (Paper)


Wilson, J. and Brennan, R. (2012) Doing Business with China: Comparative Content Analysis of the Business-to-Business Marketing Literature. Paper presented at the 28th IMP Conference, 13th-15th September, Universita Cattolica del Sacro Cuore, Rome (Paper)


Wall, S., Minocha, S. and Rees, B., (2011) International Business, Prentice Hall (Case material on China)


Wilson, J. and Brennan, R. (2011) Chinese global brand vision: Exploratory content analysis. paper presented at the Academy of Marketing Conference, 5-7 July, University of Liverpool (Paper)


Wilson, J. and Brennan, R. (2010) Doing Business in China: Is the importance of guanxi diminishing? in European Business Review 22. (6). pp. 652-665 (Article)


Wilson, J. (2010) Essentials of Business Research: A Guide to Doing your Research Project, Sage Publications (Book) 


Wilson, J. and Brennan, R. (2010) The IMP contribution to understanding business with China. Paper presented at the 26th Annual IMP Conference, Sept, Budapest, Hungary (Paper)


Wilson, J and Brennan, R. (2009) Relational Factors in UK-Chinese International

Joint Ventures in European Business Review 21. (21). (2). pp. 159-71 (Article)


Wilson, J. and Brennan, R. (2008) Understanding the Importance of Guanxi in UK-Chinese Joint Venture Relationship. Paper presented at the 24th Annual IMP Conference, 3rd Sept – 6th Sept, Uppsala, Sweden (Paper)


Wilson, J. and Brennan, R. (2007) Influence of Relational Factors on International

Joint Venture Performance. Paper presented at the 23rd Annual IMP Conference, 31st Aug – 2nd Sept, Manchester, UK (Paper)


Griffiths, Alan and Wall, Stuart (2004) Economics for Business and Management, Prentice Hall (Chapter) 


Wall, S. and Rees, B., (2004) International Business, Prentice Hall, (Case Study: London International 'Durex in China')


Wilson, J. and Brennan, R. (2003) Market entry methods for Western firms in China in Asia Pacific Journal of Marketing and Logistics 15. (4) (Article)


Wilson J. and Brennan, R. (2003) Say goodbye to the joint venture: The case of UK

FDI in China. Paper presented at the Chinese Economic Association (CEA) Conference, London, April, 2003 (Paper)


Wilson, J. and Brennan, R. (2001) Managing Chinese/Western Joint Ventures: A comparative analysis of the ‘interaction and networks’ and ‘Chinese management’ literature. Paper presented at the 17th Annual IMP Conference, 9th – 11th September, Oslo, Norway (Paper)

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).

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 on the MSc Brand Leadership programme. He also teaches the following modules:

Strategic Marketing Management

Market Research

Understanding Research for Brand Leadership


Administrative Posts

Office Hours Monday 10-11 / Tuesday 10-11


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



Memberships include:

Fellow of the Chartered Institute of Marketing

Member of The Levitt Group

Member of the Academy of Marketing

Member of the British Academy of Management

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.