Val has been lecturing for over two decades in diverse areas including Marketing Management; Research Methodology; Consumer and Buyer Behaviour; Marketing Communications; Marketing Information Systems; Brand Management; Information Systems Management; Electronic commerce; Economics (Micro and Macro); Strategic Management; and Cybersecurity. She has also practised widely as a management and specialist consultant with clients emanating from a range of industries including industrial engineering, agricultural engineering, a university consortium, the tertiary education sector, a national health research council, the tobacco industry, the hair care industry, national bakeries, the retail sector, and national fruit exporting.

Between 2010-2014 Val was Head of the School of Information Management. However, she maintained her involvement in marketing - researching marketing–related topics, serving on relevant editorial boards and acting as external examiner of marketing doctoral theses to universities internationally. She is a member of the Education Committee of Imitatio Inc, an organisation focusing on mimetic theory and funded by Peter Thiel; is a Senior Editor for Information Systems Management; and an Associate Editor for Electronic Markets.