Dr Shelton Giwa

Shelton Giwa holds a PhD from De Montfort university and is currently Interim Deputy Head of School of Leadership Management & Marketing. Shelton's academic profile is defined by innovative pedagogy, strategic leadership, external engagement, and sustained mentorship. My research interests focus on the intersection of digital marketing and pedagogy, and I consistently use these insights to shape my teaching practice. I have built expertise in Digital Marketing and Pedagogy, both within DMU and externally. My experience spans teaching nearly all Marketing modules, participating in Marketing and pedagogy conferences, serving as a resource planner (Timetabler, July 2021–August 2022), working as an external examiner for two universities, external validation panel member and achieving SFHEA status. I have also designed curricula for several modules and led teams on EDUC2030  as well as 2026 curriculum review. I am an MCIM Member of CIM, which reflects my expertise, experience and leadership skills in marketing. I am also an external reviewer for a number of journals and book publishers. 
 I have progressed from lecturer to senior lecturer, earned professional recognition from AFHEA to SFHEA, and led the Marketing subject group, where I have developed people and practices to enhance the student experience and earned the respect and trust of my colleagues through strong communication skills. As of September 2025, I am the Interim Deputy Head of School, collaborating with the Interim Head of School to improve staff and student experience. My strategic leadership and work ethic have positively impacted teaching, assessment, and learning by bringing transferable skills and best practices from my subject leadership and Interim Deputy Head of School roles.  Overall, I am an experienced, innovative, research-active, and dedicated leader and educator in Higher Education. I have supervised seven postgraduate (PhD& DBA) students with three completions and examined three Viva Voce exams.

TBA

• Conference Papers and Unrefereed Papers/Reports

  Giwa, S., Omar, S., Broderick A. (2015). Personalisation vs Privacy: Consumer Perceptions of Location Based. Available: http://am2015.exordo.com/files/papers/428/final_draft/Final_Revised_Conference_Document_SubmissionMay4l.pdf.

  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.

   Giwa, S., (2018) Ubiquitous Learning: An analysis of student attitudes towards mobile enhanced learning in Higher Education.

   Giwa, S., Broderick A., Omar S., (2018). From Simplicity to Complexity: an exploration of emerging lifestyles and consumer response to LBS.

   Giwa, S., Broderick A., Omar S., (2019). Location Based Services is tracking YOU: a Netnographic perspective on challenges and opportunities from UK consumers.

• Keimasi M, Giwa S, Chitsazan H, & NasirpourOsgoei N (2025) Mapping assessment journeys in block teaching: Progressive, static, and regressive pathways

• Keimasi, M., Giwa, S., Chitsazan, H., & NasirpourOsgoei, S. N. (2025). Typologies of assessment journey experiences: understanding what works for whom in block teaching through the lens of a 3D framework. Assessment & Evaluation in Higher Education, 1-30.

• Mandina, S.P., Giwa, S., Chikwanha, M. (2025). Evaluating Green Marketing Strategies: Role of Sustainability Indicators. In: Muposhi, A., Nyagadza, B. (eds) Sustainable Green Marketing Strategies for a Circular Economy. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-81627-7_4
• Giwa, S., (2016). Where am I? Enhancing learning experience for Local and InternationalPost 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.

Digital Marketing, Consumer Culture & Pedagogy

Customer Management, Social Media Marketing, Branding, Digital Marketing and Dissertation

PhD in Digital Marketing & Consumer Culture, De Montfort university, Leicester:
“Consumer Location Based Service Perceptions and Response: a focus on Location Based Services and emerging mobile lifestyles.” (2018)– Minor Corrections
Supervisors: Dr Anne Broderick & Dr Suha Omar
MSc in Strategic Marketing, De Montfort University, Leicester: “An analysis of consumer attitudes towards Location Based Advertising: a focus on Leicester” (2013) – Distinction
MA in Education, De Montfort university, Leicester: “Technology enhanced Pedagogy” (2018)- Distinction
PGCert HE, De Montfort university (2017)- Distinction
BA Honors in Marketing, University, De Montfort university, Leicester: “An Assessment of Student Satisfaction at De Montfort University” (2012) – Distinction

Customer Management, Social Media Marketing, Branding, Digital Marketing and Dissertation

• Best MSc student performance 2012-2013 cohort, De Montfort University, Leicester (2013)
• Highflyers PhD Scholarship, De Montfort University, Leicester (2014)
• Staff development scholarship for PGCert HE (2015-2016)
• Staff development scholarship for MA Education at De Montfort University, Leicester (2016-2017)
• Vice Chancellors commendation letters (2 in total) for teaching excellence, Student-led Teaching Excellence Awards and Class Teacher Awards, 2018

• Academy of Marketing member and reviewer
• Macro Marketing Society
• Chartered Institute of Marketing (CIM)
• External Examiner University of Lincoln
• External Examiner Staffordshire University
• Reviewer for Asia Pacific Journal of Marketing and Logistics
• Chartered Management of Business Educators (CMBE)

• SFHEA
• MCIM

• 2024 DMU AIP internal funding of £2.398 

• Giwa, S., Broderick A., Omar S., (2019). Location Based Services is tracking YOU: a Netnographic perspective on challenges and opportunities from UK consumers.
• Giwa, S., (2018) Ubiquitous Learning: An analysis of student attitudes towards mobile enhanced learning in Higher Education.
• Giwa, S., Broderick A., Omar S., (2018). From Simplicity to Complexity: an exploration of emerging lifestyles and consumer response to LBS.
• 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.
• 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., Omar, S., Broderick A. (2015). Personalisation vs Privacy: Consumer Perceptions of Location Based.

Currently supervising five PhD students, open to supervise students exploring AI, digital marketing and pedagogy.

• 2024 DMU AIP internal funding of £2.398 exploring assessmnent and feedback in block teaching

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