Contact Professor Jonathan Deacon


Jonathan is Professor of Marketing at the University of South Wales where he leads research with a focus on how entrepreneurial firms 'create markets' and how SME's can 'go to market' in the era of digital platforms and technically literate consumers- he consults with business and government bodies on a number of strategic projects, business development initiatives and the digital economy. He is a 'thought leader' at the interface between Marketing, Entrepreneurship and Creative Thinking. He is a trustee and global vice chair of the Chartered Institute of Marketing, a member of The Royal Anniversary Trust and a board member of the European Marketing Confederation. Jonathan had a successful business career prior to academe - and retains selected commercial interests and sits on the boards of a number of commercial and social companies.

Research Interests

Theory building at the marketing/entrepreneurship interface

Development of marketing theory and business models - in particular for the small firm

Aspects of marketing and entrepreneurship education

The interface between Marketing and Design Thinking

Current activities

Jonathan is a Recognised Teacher within the Centre for Strategic Marketing and Sales and contributes to the Msc in Marketing and Leadership programme.