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LJMU launches new foundation degree targeted at Merseyside’s tourism, leisure and hospitality sector

Merseyside currently receives around 10 million visitor nights per year and tourism is worth £1 billion to the region’s economy. With visitor numbers set to increase as Liverpool builds up to 2008 European Capital of Culture, companies operating in the region’s tourism, leisure and hospitality sector need to deliver high quality customer services in order to capitalise on the expected tourist boom.

With support from the Mersey Partnership and People First plus seven further education colleges across the region, Liverpool John Moores University (LJMU) has launched a new foundation degree designed to do just that.

Targeted at the region’s tourism, leisure and hospitality sector, the degree is a highly vocational qualification developed following consultation with employers across the region.

Of the employers surveyed, the majority said that they needed better qualified staff, with 85% believing that their staff had the potential for development.

Deborah Pownall, Lecturer in Tourism and Leisure at LJMU, explains: “By talking to employers we have been able to design a new degree that will give employees the essential skills needed for this growing sector.”

In addition to the specialist skills and knowledge, including front of house management, students will develop key skills, such as interpersonal communication and people management. LJMU’s foundation degree also recognises previous work experience, making it ideal for employees who want to progress at work but who may lack academic qualifications.

Deborah Pownall continues: “This degree will help employers develop, up-skill and retain their workforce by making them more motivated and flexible. This means reduced staff turnover, fewer skills shortages and, most importantly, a competitive edge in an increasingly aggressive marketplace.”

Martin King, Director of Tourism at The Mersey Partnership, agrees: “The new Foundation Degree will allow employers across Merseyside to up-skill their managers and supervisors with an industry relevant, industry focused qualification. This degree offers a unique opportunity to address the shortage of qualified people at this crucial level in our industry."

Cost is always a factor in staff development, but as Deborah Pownall explains, investing in training now could mean bigger profits in the future.

“Higher education is one of the most cost effective ways to develop your workforce,” she says. “Both employers and students may qualify for financial aid or reduced tuition fees. But the question is, can your business really afford not to invest in its staff in the lead up to the 2008 celebrations? “

The partner further education colleges delivering the LJMU degree are:

• Halton College
• Hugh Baird College
• Liverpool Community College
• Myerscough College
• Southport College
• St Helens College
• Wirral Metropolitan College

By continuing to work closely with employers, LJMU will be able to keep the foundation degree relevant to their needs and help develop tourism excellence across the region.

There are a number of places left on the degree which starts later this month. For further information, contact LJMU’s student recruitment team on 0151 231 5090 or email recruitment@livjm.ac.uk

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