Elizabeth Wilson, PhD

Professor, Marketing

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An experienced higher education professional, Dr. Elizabeth (Liz) Wilson’s research is an eclectic blend. Recent publications on brand meaning and brand strategy are grounded in retail and service contexts. Use of a novel methodology to gather brand meaning data reflects Dr. Wilson’s interest in marketing research methods; her primary teaching area. Several papers on survey methodology (i.e., bellwether sampling) in public opinion research were published in collaboration with the Suffolk University Political Research Center. Dr. Wilson’s pedagogical publications are on curriculum revision and effectiveness of client projects in teaching marketing research. Her recent work has appeared in outlets including Journal of Business Research, International Journal of Market Research, American Behavioral Scientist, and Journal of Marketing Education.

Dr. Wilson plays an active service role. She served as Marketing Department Chairperson, Director of the Master of Science in Marketing Program, Chairperson of the Suffolk University Faculty Senate, and in many University and School level committees. An exciting new role is with the Insights Association where she is President of the New England Chapter. Insights Association is a national industry organization for marketing and public opinion research professionals. Dr. Wilson’s work offers an important link between SBS Marketing graduates and networking/career opportunities.

Honors and Recognitions

  • Sawyer Business School Dean’s Award for Excellence in Research, 2005
  • Sawyer Business School Dean’s Award for Excellence in Teaching, 2007
  • Sawyer Business School Dean’s Award for Excellence in Service, 2014

Professional Activities

  • Editorial Review Board member
  • Chairperson, American Marketing Association Teaching and Learning Special Interest Group
  • President, Insights Association New England Chapter


Recent Intellectual Contributions

Refereed Journal Articles

Yuksel, M., Smith, A., Smith, R. S., Bicen, P., Wilson, E., Weiner, J. (2021). Student interest in client-sponsored projects: The quest for engagement in marketing research courses. Journal of Marketing Education.

Wilson, E., Paleologos, D. A. (2018). Usage and Performance of Bellwether Polls for Election Forecasting. International Journal of Market Research, 60(2), 132-146.

Wilson, E., McCabe, C., Smith, R. S. (2018). Curriculum Innovation for Marketing Analytics. Marketing Education Review, 28(1/Spring), 52-66.

Wilson, E., Elliot, E. (2016). Brand meaning in higher education: Leaving the shallows via deep metaphors. Journal of Business Research, 69(8/ August), 3058-3068.

Hemsley-Brown, J., Melewar, T.C., Nguyen, B., Wilson, E. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8/ August), 3019-3022.

Elliot, E., Xiao, Y., Wilson, E. (2015). A Multicultural Blend: Metaphors, Cognitive Social Capital and Multiculturalism. International Marketing Review.

Teaching Cases

Wilson, E. (2021). Yankee Candle: Product Management and Innovation. In Retailing Management, by D. Grewal, 12th edition. New York, NY: McGraw Hill.

Book Reviews

Wilson, E. J. (2021). Indistractable. In Journal of Business-to-Business Marketing, 28(1), 99-100.

Wilson, E. J. (2020). Go-To-Market Strategies for Women Entrepreneurs. In Journal of Business-to-Business Marketing, 27(3), 311-311.

Intellectual Contributions

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Courses Taught

MKT 220 Business Research Methods
MKT 499 Customer Insights and Decision Making
MKT 810 Marketing Research for Managers

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Degrees/Professional Certifications

  • Ph D, Pennsylvania State University, University Park, Pennsylvania, Marketing, 1989
  • MS, University of South Carolina, Columbia, South Carolina, Marketing, 1985
  • BS, University of South Carolina, Columbia, South Carolina, Marketing, 1983