Helene Wilkinson

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Senior Lecturer

Phone: 921 9999 ext 5912

Email: helene.wilkinson@aut.ac.nz


  • MCom Marketing & International Business (Honours)
  • Diploma in Marketing
  • Diploma in Business
  • National Certificate in Business

Memberships and Affiliations:

  • Member of Marketing Association

Works with:

  • Retailworld Resourcing
  • Progressive Enterprises Limited
  • Ezibuy
  • Noel Leeming
  • The Warehouse


  • Top Teacher Business Faculty (2011)
  • Top Teacher Department of MARS (Marketing, Advertising, Retailing & Sales) (2011)
  • Academic Mentor with SIFE AUT – 2004-2010; New Zealand representatives 2005, 2007, 2008, 2009, 2010
  • Vice Chancellors Award – (Auckland University of Technology), 2005
  • Nominee for National Tertiary Teaching Award (NZ) 2004
  • Distinguished Teaching Award – (Auckland University of Technology), 2003

Teaching Areas:

Expertise in Degree and Postgraduate Teaching

  • Retailing - shopper environment and behaviour, retail research, store management, co-operative education
  • Marketing - marketing research, co-operative education
  • Entrepreneurship (SIFE)

Interests in Research Supervision

  • Marketing Research
  • Shopper and Buyer Behaviour
  • Retail Marketing
  • Internet Marketing
  • Business Development

Research Areas:

  • Shopper Behaviour
  • Satisfaction
  • Mystery shopping

Current Research Projects:

My main research areas include shopper behaviour, satisfaction, market monitoring and customer loyalty. Many of these areas are undertaken in a commercial context which ensures the relevancy of topics covered in the papers I teach.

Additionally, in educational research my interests lie in online education and in business planning/entrepreneurship.

I have been invited to and attended local New Zealand conferences and addressed issues of customer loyalty in addition to presenting papers relating to online education at International Conferences.

In addition I am involved in the day to day operation and management of a retail business (cafe), enabling me to draw on relevant and active examples for teaching.


  • Parsons AG, Wilkinson H. Keeping it real: The authentic cultural shopping experience. Academy of Marketing (UK), Ireland, 07 Jul 2015 - 09 Jul 2015. 01 Jul 2015
  • Parsons AG, Wilkinson H. Retailing in New Zealand: Where are we and where to next. European Retail Research 28 01 Aug 2014
  • Hebblethwaite D, Parsons AG, Wilkinson H. They did WHAT to my cereal? Discontinuation through re-branding. Australian New Zealand Marketing Academy 2014 Conference, Brisbane, 01 Dec 2014 - 03 Dec 2014. 01 Sep 2014
  • Parsons A, Wilkinson H. Do you need to change your store atmospherics. ANZMAC, Christchurch, N.Z., 30 Nov 2011 - 02 Dec 2011. 2011
  • Parsons A, Ballantine P, Wilkinson H. Country-of-origin and private-label merchandise. Journal of Marketing Management 2011
  • Wilkinson H. Barriers and Solutions to Research: A Filmic Ethnography. 2010
  • Parsons A, Ballantine P. Country of Origin and Private Label Merchandise. Academy of Marketing Conference, Leeds, UK, 07 Jul 2009 - 09 Jul 2009. 2009
  • Harris C, Williamson D, Rasmussen E, Wilkinson H. Creating Sustainable Employment in Hospitality. ANZAM, Auckland. 2008
  • Siok Lin Tan K, Marshall R, Wilkinson H. A study of product conspicuousness,self-conguity and on-line purchase behaviour. ANZMAC, Otago, N.Z., 01 Dec 2006 - 03 Dec 2006. 2006
  • Wilkinson H. Retaining your clientele. Marine Transport Association, Napier, N.Z. Jul 2005
  • Wilkinson H. Maritime Marketing and the new found shift in retaining your clientele. Fifth annual ports and shipping forum, Auckland. Apr 2005
  • Wilkinson H. How do we deliver rounded business graduates that employers will want to employ?. National Collegiate Inventors and Innovators Alliance, California. Mar 2004.
  • Wilkinson H. Mystery Shoping - a Compelling Case for Strategic Planning. 2003
  • Wilkinson H. Managing the 'e' in eLearning. DEANZ, N.Z., 10 Apr 2002 - 12 Apr 2002.
  • Parsons A, Wilkinson H. An investigation of geodemographic characteristics of a suburban retail environment. 2nd Recent Advances in Retailing and Services Science, Australia, 11 Jul 1995 - 14 Jul 1995.
  • Parsons A, Wilkinson H. Market structure analysis for retail centres. Australia, 02 Jul 1995 - 06 Jul 1995.
  • Wilkinson H, Parsons A. The suburbanisation of central place theory. Second recent adfvances in retailing and services science, Australia, 11 Jul 1995 - 14 Jul 1995.


  • Vice Chancellors Teaching Award (2)
  • Distinguished Teacher Award (2)