National Teaching Fellowship Scheme - Higher Education Academy

Anita Peleg
Senior Lecturer in Marketing
London South Bank University
Anita Peleg believes that student engagement is achieved through interactive and practical learning,
and says that if students understand how to apply knowledge, they will be motivated to acquire,
analyse and use knowledge repeatedly. This belief is evidenced by her use of practical projects in
market research and public relations and her focus on embedding employability across the curriculum.
“The mix of academic and real world examples, as well as the use of guest industry speakers within
the unit kept it fresh, current and engaging.” (Graduate, BA Marketing)
Anita jointly initiated a network of marketing alumni who regularly contribute to the curriculum
through guest lectures, mentoring, and offering numerous internship and employment opportunities.
This work was commended in the Vice-Chancellor’s Enterprising Staff Awards 2012.
The key elements of her approach are experiential learning, employability, innovative formative and
summative assessment, and collaborative research-led teaching. Students enjoy Anita’s innovative
assessments in her specialist areas: market research, public relations, research methods and ethics.
These include internal live projects, exhibitions, mock job interviews and digital presentations.
Believing that continuous feedback from peers and teachers develops confidence and ability, she
encourages collaborative learning and emphasises formative assessment in all her teaching. Excellent
student feedback evidences the transformational impact of Anita’s innovations, as does the response
of external examiners who cite many aspects of her work as examples of good practice.
Anita attributes much of her success to being part of a dynamic team of London South Bank
University marketing academics rated first in London in the 2011 National Student Survey. Her
research on graduate employability, skills and marketing ethics has been presented at conferences and
in publications, such as Pedagogical Research in Higher Education (PRHE) and she is often invited by
colleagues to teach marketing ethics.
Anita has worked in tourism marketing, public relations and market research in Israel, the US and
the UK. Her co-authored book chapter on marketing ethics will be published in late 2012. She is
currently writing her doctoral thesis on moral education in marketing and a biography of her mother,
a sculptress and holocaust survivor.
Photo by T Hall
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