DMU logo

Mr Shelton Giwa

Job: Full-time Marketing lecturer

Faculty: Business and Law

School/department: Faculty of Business and Law

Address: De Montfort University, The Gateway, Leicester, LE1 9BH

T: +44 (0)116 207 8503




Personal profile

I have been a Part Time Lecturer in Marketing at De Montfort University since 2014 teaching E-Marketing, Brand Management, International Marketing, Services Marketing, Marketing Research, Research Methodology and Creative Brand Strategy.

I was responsible for delivering tutorials as well as leading the Brand Management and Creative Brand Strategy modules (acting Module Leader 2015-2016). I have also taught at DMUs affiliated college (Leicester International Pathway College-LIPC) since 2015 delivering Marketing and Human Resources Modules. I have also supervised Post Graduate dissertations during this period (12 students in total).

My teaching has been informed by research and a passion to create engaging and creative learning environments. I encourage students to explore changes in the environment and implications for marketing theory and practice.

To this end, I recently completed an MA in Education degree specifically looking at use of mobile technology and emerging mobile oriented approaches (e.g. Location Based Services) for enhancing student engagement and experience.

I am in the process of completing a PhD in Marketing titled, “Consumer LBS Perceptions and Response: a focus on Location Based Services and emerging mobile lifestyles.” Therefore my research interests lie at the intersection of Marketing, new technology and emerging consumer behaviour.

I am particularly interested in exploring further the emergence of a new type of empowered consumer (transumer) in both Marketing and Education.

Publications and outputs 

Giwa, S., (2016). Where am I? Enhancing learning experience for Local and International

Post Graduate students’: a focus on creative learning and teaching diverse students at a Midlands university. Journal of Marketing Development and Competitiveness, 11, 1 77-86

Research interests/expertise

Research interests in mobile oriented Marketing and emerging Location Based Services.

Areas of teaching

UG , Pre- Masters & PG students

Subjects Taught: International Marketing, Brand Management, E-Marketing, Research Methodology, Fundamental of Marketing and International Human Resources.


PhD in Marketing- Expected (end of 2017/early 2018)

MA Education- Expected (Distinction- Expected November 2017)

PGCert Higher Education (Distinction)

CIM Part Advanced Certificate Qualifications

MSc Strategic Marketing (Distinction)

BA Marketing Management (First Class).

Courses taught

Teaching Responsibilities

Module Leadership:

  • Marketing Research UG (MARK 2302)
  • Marketing Research in Practice PG (MARK 5072)

Module Tutor:

  • E-Marketing (MARK 3011)
  • Brand Management (MARK 2313)

Membership of professional associations and societies

Member of the Academy of Marketing (2015-present)

Fellow of the Higher Education Academy (FHEA since 2016)

Conference attendance

Academy of Marketing (AMA) Limerick 2014
Paper: Giwa, S., Broderick, A., Omar, S. (2014). Personalisation vs. Privacy: Consumer Perceptions of. Academy of Marketing Conference. 1 (1), 1-14.

Giwa, S., Omar, S., Broderick A. (2015). Personalisation vs Privacy: Consumer Perceptions of Location Based. Available:

Giwa, S., (2016). Where am I? Enhancing learning experience for Local and International

 Post Graduate students’: a focus on creative learning and teaching diverse students at a Midlands university.

Giwa, S., (2017) Freedom through consumption: Using a netnographic approach to explore the role of emerging lifestyles in consumer response to LBS.

Giwa, S., (2017) Freedom to learn: - ‘Edusumers’: An analysis of student attitudes towards mobile enhanced learning in Higher Education.


Search Who's Who

News target area image

DMU is a dynamic university, read about what we have been up to in our latest news section.

Events target area image

At DMU there is always something to do or see, check out our events for yourself.

Mission and vision target area image
Mission and vision

Read about our mission and vision and how these create a supportive and exciting learning environment.