Sheila teaches on post graduate modules which focus on Strategic Analysis, Competitive Intelligence and Insight Management.  Her enthusiasm for, and accumulated academic and practical knowledge of, these areas has led to the formation of the Competitive Intelligence-Marketing Interface Teaching and Research Initiative (CIMITRI), which she leads.  This is a unique teaching and research group, with academic and professional research activities in Canada, United States, Europe and United Arab Emirates.  Sheila trains the next generation of strategic marketers on the MSc Strategic Marketing programme where both her modules are full credit, compulsory components of the programme. She is also the original author and designer of the MA Marketing Management and the MSc Strategic Marketing degree programmes.  Sheila has received a Distinguished Teaching Award selected by the Vice Chancellor's committee, via a competitive process and student nominations on two occasions, first in 2005 and again in 2011.