Widening Participation to University Study Through Flexible Delivery October 21 st 2005 Deborah Pownall Curriculum Leader in Collaborative Projects Centre for Tourism, Consumer and Food Studies

Why the FD was developed How we used the research The challenges The process

Flexibility based on employers needs

Foundation Degrees in Tourism and Leisure Tourism, Leisure and Sport Tourism Leisure and Hospitality at LJMU

Sample Based on NW Tourism Skills Network (2002) employment distribution by sector and geographically: 72 Employers consulted 8% Pubs, bars and nightclubs 17% Hotels 57% Restaurants 8% Visitor Attractions 3% Travel Services 3% Museums and Heritage Attractions 4% Tourist services If using or adapting any of this information, please acknowledge JMU – Deborah Pownall and Sarah Harvey November 2004

Demand When asked, is there a demand for qualifications for managers at supervisory level:- Yes 62.5% No37.5% If using or adapting any of this information, please acknowledge JMU – Deborah Pownall and Sarah Harvey November 2004

Potential of staff ready for development within the organisation? Yes 85% No15% If using or adapting any of this information, please acknowledge JMU – Deborah Pownall and Sarah Harvey November 2004

Top 20 Essential Management Skills MANAGEMENT SKILLESSENTIALESSENTIAL OR DESIRABLE 1. Face to Face Communication 94%100% 2. Working with people92%100% 3. People Management83%100% 4. Operational Leadership76%100% 5. Self Development and performance71%100% 6. Training and developing people72%99% 7. Managing change72%97% 8. Front of house management71%97% 9. Business decision making64%96% 10. Management theory and practice63%96% If using or adapting any of this information, please acknowledge JMU – Deborah Pownall and Sarah Harvey November 2004

MANAGEMENT SKILLESSENTIALESSENTIAL OR DESIRABLE 11. Managing finance 61%96% 12. Understanding consumer behaviour57%97% 13. Food and beverage management67%87% 14. Produce Expertise57%96% 15. Managing information47%100% 16. Number skills51%96% 17. Ethical working practices54%89% 18. Managing physical resources46%96% 19. Small business management44%94% 20. Understanding the service sector47%89% Top 20 Essential Management Skills If using or adapting any of this information, please acknowledge JMU – Deborah Pownall and Sarah Harvey November 2004

Bottom Ten – Least relevant skills MANAGEMENT SKILL ESSENTIALDESIRABLELEAST RELEVANT 33. Cultural Awareness 34. Sustainable Tourism21%51%28% 35. Understanding the local tourism context 19%50%31% 36. Branding28%35%37% 37. Logistics and supply chain14%53%33% 38. Charitable status management18%42%40% 39. Research into industry issues14%49%37% 40. E Marketing12%38%50% 41. International tourism context13%36%51% 42. Foreign language skills3%46%51% If using or adapting any of this information, please acknowledge JMU – Deborah Pownall and Sarah Harvey November 2004

How was the data used We planned the modules to include the skills at the top of their list. Delivery time was dictated by employer need We ensured we had good sound reasons for why something not in line with employers needs or for items we had included e.g. Languages

The degrees draws on the work environment throughout, moving from college into the workplace as it progresses

Challenges Reciprocal flexibility not always present Academic bureaucracies not flexibly enough? Employers too diverse for a coherent lead Employers have short term needs? Recognition (or value) of academic learning?

How did we get the employers involved? Used existing knowledge and networks, built up over the last four years. Work-based learning visits, judging customer care awards, speaking at local conferences, meeting employers at networking events. Effectively I went into their world!!

Why did they participate? The University brought status and credibility to the FDA Emphasised local needs being met Used the students to collect the data on a one to one basis. Personal contact.

Pay-offs Increase in WBL placements for both HE and FE Ownership by the industry of the FDA, which we can use to sell the FDA further. Interest in Post Graduate courses for Managers?

Continued Involvement Now I have passed over all the employer information to the FE colleges to allow local development of relationships All FE partners have agreed to join and attend local Tourism Business Networks Using the University name to market the products

Questions /comments?