Cardiff School of Sport and Health Sciences>Staff>Nicola Williams-Burnett

Dr Nicola Williams-Burnett

Senior Lecturer in Sport Marketing and Media

Telephone: 029 2020 5650
Email: nwilliams-burnett@cardiffmet.ac.uk

Dr Nicola Williams-Burnett is a ​Senior Lecturer in Sport Marketing and Media. After graduating from the University of Glamorgan with a 1st class BA (Hons) Marketing degree Nicola worked as a marketing executive in the IT industry and marketing manager in the manufacturing industry during which time she also completed an Msc in Marketing, graduating with Distinction. In 2013, Nicola completed her PhD titled 'A holistic study of the determinants of physical activity of women from South Wales'.

After a number of years in industry, Nicola moved into higher education as a lecturer at the University of Glamorgan where she stayed for three years before moving to Cardiff Metropolitan University to the Cardiff School of Business for ten years. Nicola was a module leader across undergraduate and postgraduate programmes. She has formerly been Programme Director for five marketing degrees (Advertising, Brand, PR, Sales and Marketing) and year tutor for the Business & Management Studies degree. In January 2022, Nicola joined the School of Sport as a Senior Lecturer in Sport Marketing and Media.

Nicola is a part-time fitness instructor and has written a number of articles on practical marketing for health and fitness professional. Nicola has also continued within industry as a marketing practitioner within B2B and B2C companies.


Teaching and Supervision

Module lead:

  • L4: Sport marketing and communication
  • L5: Applied marketing and communication
  • L7: International sport marketing


Supervisor:

  • L6: Final year projects and Dissertations
  • L7: Final year projects and Dissertations


Past lead modules:

  • L4: Introduction to Marketing, Sales and Advertising Techniques
  • L6: Strategic Advertising, Strategic Brand Management
  • L7: Strategic Advertising & Brand, MBA Marketing


Research / Publications

Nicola's main research interests are in the leisure industry with a focus on female on participation, Health and Fitness marketing, Consumption Values, Social marketing, Advertising and Branding.

Place consumption.


Journals

  • Skinner, H., Fallon, J., & Williams-Burnett, N. (2021) Exploring Reality Television and Social Media as Mediating Factors between Destination Identity and Destination Image, International Journal of Tourism Research 24(4) (ABS2*)
  • Williams-Burnett, N. & Kearns, P. (2018) A new perspective: consumer values and the consumption of physical activity Education+ Training 60 (9), 930-952 (ABS 1*)
  • Jones, P., Jones, A. & Williams-Burnett, N. & Ratten, V. (2018) Let's get physical: stories of entrepreneurial activity from sports coaches/instructors The International Journal of Entrepreneurship and Innovation 18 (4), 219-230 (ABS 2*)
  • Skinner, H. & Williams-Burnett, N. (2018) Critical reflections on performing arts impact evaluations, NiTRO Opinion piece
  • Williams-Burnett, N. & Skinner, H (2017) "Critical reflections on performing arts impact evaluations", Arts and the Market, Vol. 7 Issue: 1, doi: 10.1108/AAM-11-2015-0017
  • Williams-Burnett, N. & Fallon, J (2017) "What >really> happens in Kavos", Journal of Place Management and Development, Vol. 10 Issue: 2, doi: 10.1108/JPMD-07-2016-0046
  • Williams-Burnett, N., Skinner, H. & Fallon, J. (2016): Reality television portrayals of Kavos, Greece: tourists behaving badly, Journal of Travel & Tourism Marketing, DOI: 10.1080/10548408.2016.1261757
  • Hartland, T. & Williams-Burnett, N. (2012) Protecting the Olympic Brand: winners and losers, Journal of Strategic Marketing, 20 (1), p.p: 69-82


Books

  • Williams-Burnett, N., Skinner, H. & Fallon, J (2022) Reality television portrayals of Kavos, Greece: tourists behaving badly, Journal of Travel & Tourism Marketing. In: Visual Media and Tourism, Routledge (In press)
  • Hartland, T. & Williams-Burnett, N. (2013) Protecting the Olympic Brand: winners and losers. In: Wright, S. Competitive Intelligence, Analysis and Strategy: Creating Organisational Agility, Taylor & Francis, London, p167-181


Conference Papers

  • Williams-Burnett, N. & Kearns, P. (2021) The value of free, understanding the value of free exercise taster sessions, BAM conference (September 2021)
  • Williams-Burnett, N. & Kearns, P. (2019) Bringing it back into the community: A community based social marketing campaign, Proceedings, World Social Marketing Conference Edinburgh 4th - 5th June 2019
  • Fallon, J. & Williams-Burnett, N. (2019) Unforeseen Ways: how canals connect people and places, 6th Corfu Symposium Managing & Marketing Places, Corfu 6th - 9th May 2019
  • Winner of the prize for Best Paper
    Fallon, J. & Williams-Burnett, N. (2016) Dreamed a dream by the old canal: a narrative on recreational space, 3rd Corfu Symposium on Managing & Marketing Places 18th - 21st April 2016
  • Laurie, S. & Williams-Burnett, N. (2016) 'It felt more real': Improving the experience of academic staff and students in assessed group work in undergraduate business education. Academy of Marketing Conference, Newcastle
  • Williams-Burnett, N. and Skinner, H. (2015) "The lessons that health and fitness social marketing could learn from the independent fitness instructor", In: Academy of Marketing Conference, Limerick, 7-9 July 2015
  • Williams-Burnett, N., Skinner, H. and Fallon, J. (2015) "What REALLY happens in Kavos" Proceedings of the 2nd Corfu Symposium on Managing & Marketing Places, Corfu, 27-30 April 2015
  • Jones, W. P., Jones, A. & Williams-Burnett, N. (2014) 'Let's get physical: stories of entrepreneurial activity from sports coaches/instructors' 37th Institute for Small Business and Entrepreneurship Manchester Conference Centre, Manchester, UK20141105
  • Williams-Burnett, N. & Fallon, J. (2014) Corfu Reality TV, a boost for tourism or a deterrent? Proceedings of the 1st Corfu Symposium on Managing & Marketing Places, Corfu, 14-17 April 2014
  • Williams-Burnett, N., Skinner, H. and Croad, J. (2013) 'Critical reflections on performing arts impact evaluations', In: Academy of Marketing Conference, Cardiff, 8-11 July 2013
  • Kearns, P., Williams-Burnett, N. & Skinner, H. (2012). Why don't people do what's good for them?: an examination of the value(s) which affect physical activity, Proceedings of the Policy & Politics Conference 2012, University of Bristol, School for Policy Studies, 18th September 2012.
  • Skinner, H. and Williams-Burnett, N. (2012) 'Critical reflections on performing arts evaluations', Proceedings of the British Academy of Management Conference, Cardiff Business School, 11-13 September, 2013.
  • Kearns, P. Williams-Burnett, N. and Skinner, H. (2012) 'Towards developing understanding of the drivers, constraints from the consumption values underpinning participation in physical activity', Academy of Marketing Conference, University of Southampton's School of Management, 2nd - 5th July 2012
  • Kearns, PJ and Williams-Burnett, N and Skinner, H (2012) 'Towards developing understanding of the drivers, constraints from the consumption values underpinning participation in physical activity'. In: Proceedings of the Academy of Marketing Conference 2012: Catching the technology wave, Academy of Marketing, Southampton
  • Gibson-Sweet, M., Skinner, H., Williams-Burnett, N. and Enos, H. (2011) 'The Glam Approach to Enhancing Marketing Graduates' Employability: A Case Study from Glamorgan Business School', In: Patterson, A. and Oakes, S. (eds) Proceedings of the Academy of Marketing Conference 2011: Marketing Fields Forever, Academy of Marketing, Liverpool
  • Williams-Burnett, N. & Enos, H. (2011) 'Through the looking glass of the fitness instructor - how fitness professionals feel about their own body image in a society that worships the stick insect', In Patterson, A. and Oakes, S. (eds) Proceedings of the Academy of Marketing Conference 2011: Marketing Fields Forever, Academy of Marketing, Liverpool
  • Hartland, T. & Williams-Burnett, N. (2011) 'Protecting the Olympic Brand: Winners and Losers', In Patterson, A. and Oakes, S. (eds) Proceedings of the Academy of Marketing Conference 2011: Marketing Fields Forever, Academy of Marketing, Liverpool *

*Paper won best in track at conference