Peter John Ashfield

Subject Group Leader and Interim Academic Lead for Communication, Marketing and PR (CMPR) Division

Lancashire School of Business and Enterprise

Greenbank Building, GR326

+44 (0) 1772 89 4667

Subject Areas: Marketing and Public relations | Business and Management

Feedback suggests that Peter is highly creative, organised and a very personable academic and applied practitioner. He has proven teaching, communication, leadership, presentation, coaching, mentoring, education and interpersonal skills and is able to confidently lead others as well as being a great team player. Peter has a flexible approach toward finding solutions, with a practical 'can do' attitude and he remains grounded and pragmatic in all that he embarks upon.

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Full Profile

Peter has nearly 30 years of practitioner experience of 'business and marketing related' account management, management, selling, facilitation, consulting, learning and teaching to large corporate customers and SMEs to help and guide them to develop their businesses. In addition, he has over eight years experience of delivering undergraduate and postgraduate level teaching and learning, plus UG and PG dissertation supervision. He is qualified to teach in HE and he is an associate of the Higher Education Academy. He explains, engages and enthuses within his learning and teaching delivery. Main areas of expertise are digital marketing, business strategy, teaching and learning, use of social media in business and the facilitation of learning/teaching events, seminars and workshops.

Peter has been awarded several UCLan Golden Roses awards:

  • 'Creative Teaching Award' in 2018,
  • 'Lecturer of the Year' in 2017

In 2018, he was also nominated for the Golden Roses 'Diversity in Teaching Award' and he has been awarded two ‘We Heart U’ awards by UCLan’s Student Unions, as voted for by our students.

Peter says: “Currently I have two main goals, to enable the Communication, Marketing and Public Relations Division to flourish and also guide our HE students to achieve their academic and professional goals, whether it is attaining the highest level qualification they can or guiding them to gain entry to top companies or SMEs or becoming an entrepreneur or intrapreneur."

  • M.Ed - Master in Education, UCLan, 2015
  • MBA - Master in Business Administration, UCLan, 1997
  • Post Graduate Diploma in Professional Practice in Education, UCLan, 2014
  • Post Graduate Certificate in Teaching and Learning in Higher Education, UCLan, 2013
  • Teaching Toolkit (HEA SD1), UCLan, 2012
  • Chartered Management Institute, Level 5 Award in Coaching and Mentoring, CMI, 2011

External Activities

Employer liaison - Raising the profile of the Lancashire School of Business and Enterprise particularly in relation to our business and marketing students, within SMEs and MNEs in a variety of ways: student ‘live project’, networking, employer presentations, undergraduate internships/placements and graduate recruitment activities.


Currently researching pedagogy, employability and links to HE provision within UK SMEs and researching the application of digital marketing within a business context.


Ongoing review of all marketing degree programmes to ensure our suite of Apprenticeship, Undergraduate, Postgraduate programmes are fit for purpose and remain very relevant to current business practices and requirements.

Teaching activities and responsibilities

Responsible for the day-to-day activities and supervision of the Communication, Marketing and Public Relations team. Member of the Lancashire School of Business and Enterprise School Executive Team (SET). Small teaching workload to remain connected with our students.


  • Member of the Project Management Institute (PMI) – PMI, 2016
  • Associate of The Higher Education Authority (HEA) - AHEA , 2012
  • Fellow of the Chartered Management Institute (CMI) - FCMI, 2011