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.