From Leisure to Retail: Lessons in Leisure

Carol Southall, Senior Lecturer, Staffordshire Business School


If current shopping trips offer any food for thought, beyond that is “not just any food”, it is that retail has much to learn from the leisure industry in terms of how to treat their customers. Beset with the accessibility issues raised by Covid-19, retailers with a physical high street or retail park/shopping mall presence are having to rethink how they do business. The ‘new normal’ is a commonly used phrase and yet, to date, the ‘new normal’ has, in so many ways, been anything but new, and anything but normal.

Two of the key areas in which there are clearly lessons to learn, are those involving queuing, so much a part of life in the UK even before Covid-19, and provision of toilet facilities. Recent news has highlighted scores of people rushing to shops on their reopening, and the ensuing lengthy queues to access those shops. Additionally, there has been negative press around the lack of available toilet facilities in public space, with councils being urged to reopen any closed public toilets. The Government’s drive to reopen the hospitality industry will further reinforce the need for public access to toilets.

Most of us know how to queue, we understand the need to do so, even if we don’t always like it. Queuing in fact is a stereotypical British institution, much like eating fish and chips and discussing the weather, it’s what people do. Given this high level of queue awareness, we might be forgiven in thinking that the organisation of a queue system is almost embedded within our psyche, and yet the variety of queue systems on any given retail park, at any given retail outlet, anywhere in the UK, is astonishing. On a recent visit to a well-known retail park, there were at least 20 different queues, all snaking in different directions, for different stores. Some made good use of barriers, some offered marked walkways to which they anticipated their shoppers would adhere. Some required people to queue past the store exit, meaning that shoppers had to walk straight past people, within a metre, as they left the store. Some had security, some didn’t. The variety was endless. What was quickly apparent however, was that queue etiquette was unilaterally present in them all. We accept whatever queue we’re placed in and wait, not always patiently, to progress along the line.

Image source: https://www.bbc.co.uk/news/business-53044826

The British have taken shopping tourism to a whole new level. Days spent at retail outlets are considered as a leisure pursuit in their own right. Overnight stays near shopping malls often combine retail ‘therapy’ with dining out, a visit to a cinema, and opportunities for a range of additional leisure pursuits, including bowling, skiing, swimming, indoor mini-golf, and a host of other leisure activities aligned to family fun. Whilst lockdown has prevented such activity in recent months, anybody venturing out to a retail park or shopping mall could be forgiven in thinking that nothing has changed. Except it has, as the queues and lack of toilet facilities show.

The leisure industries have much acquired knowledge to pass on to retail. From queue management, through experience design, to provision of necessary facilities. When asked on a radio interview what people really needed when they attend theme parks, the suggestion “a loo, a view and a brew” was proposed as fundamental to enjoyment of the experience offered by attractions. Having toilet facilities, something entertaining and visually stimulating to look at, and somewhere to eat and drink were suggested as necessities to a day spent visiting an attraction of any sort.

Rollercoaster Restaurant at Alton Towers.
Image source: https://twitter.com/altontowers/status/850770317299638272

When we go to a theme park, we understand that we will queue. The difference is that theme parks are designed with queuing systems in mind. Queue theory supports the argument that crowding and lengthy waiting times are major causes of visitor dissatisfaction. Enhancing the queue experience will encourage the customer to not only enjoy their shopping experience but will also increase the likelihood that they will revisit, which is particularly important if the high street is to stand any chance of a recovery, post Covid-19.

In the short-term putting more thought into the systems used to ensure shoppers are able to access retail outlets in more structured, better thought-out and even more entertaining way, will pay dividends, both in terms of visitor satisfaction and the ensuing profits. Added to this the installation of easily accessible, even temporary or portable public toilets, openly cleaned and sanitised at regular intervals, will help to ensure that the current economic recovery phase is facilitated and the transition to the ‘new normal’ made easier by this attention to detail, so integral to the leisure industry.

Melting the Cultural Iceberg: A Journey to Cultural Awareness

Carol Southall, Senior Lecturer, Staffordshire Business School



As tourists we are apt to display a level of cultural arrogance that is often not representative of the person we are in our daily lives. We make assumptions about a destination, its people, lifestyles and all the overtly obvious elements of culture to which we expose ourselves during a trip, such as language, dress, religion and food.

In 1978 Edward Said controversially identified ‘the other’ in reference to those with whom we are unfamiliar, highlighting the false cultural representations informing western preconceptions and subsequent imperialist behaviour. Often used to refer to people of ‘oriental’ (Middle-eastern or Asian) origin, Said’s seminal work focused on western perceptions of the ‘other’, and difficulties in integrating western and eastern cultures (Said, 2003).

When we are exposed to the ‘other’ we may display a level of cultural superiority in an effort to assimilate our environment. We consider our own culture to be superior to that which we are experiencing, as our own cultural norms may be our only reference point on our cultural ‘compass’. We thus demonstrate an air of arrogance in assuming this. In struggling to understand the cultural context in which we find ourselves, we revert to the relative familiarity of what we know and understand, assuming it to be superior to that in which we find ourselves. We fail to fully understand other cultures and thus respond inappropriately to them and do not engage with them, often preferring to find a familiar enclave and settle there in the relative comfort of a familiar environment, McDonalds, a British pub, restaurants serving English breakfast (in the case of English tourists) etc.

In today’s globally connected world there is an increasing call for global citizens, and yet the question is, what is a global citizen, how do we connect, and in a time of political turmoil and upheaval, for the UK in particular, how important is this?

A global citizen is someone who is able to demonstrate an understanding of the world and their place in it. The interconnected nature of the world as a result of globalisation means that increasingly there is a need for those who are able to demonstrate a high level of cultural awareness.

Cultural awareness is a result of immersion, culture shock and introspection, and even good humour plays its part. Cultural immersion requires time, effort, knowledge and understanding, but it is the key to cultural awareness and the ensuing cultural competence required for greater cultural integration.

There are 3 key ingredients in cultural competence:

  • Self-knowledge
  • Experience, not just in the form of books and films, but immersion in culture. Try it, touch it, eat it, make mistakes, apologise, listen, try again
  • Positive change

In 1986 Weaver applied an iceberg analogy to previous cultural literature (Hall, 1976) and subsequently identified the cultural iceberg, consisting of 3 layers:

  • Surface culture – including the more obvious elements of culture such language, food and dress
  • Unspoken rules – hidden below the surface and taking more time for an outsider to understand, these include business and social etiquette and symbolism of colours
  • Unconscious rules – the most difficult and yet the most important characteristics to know and understand. These are the things that people adhere to and believe in without conscious thought, including verbal and non-verbal communication, sense of time, physical distance and emotional responses.

So what can we do to become a global citizen? To melt the cultural iceberg and uncover and understand the unspoken and unconscious elements of culture that lead from cultural sensitivity to increased cultural awareness and cultural competence, and ultimately facilitate global interconnectedness and understanding? It is suggested that the only way to learn the internal culture of others is to actively participate in their culture. This takes time, commitment and an open mind.

We cannot judge a new culture based only on what we see when we first enter it. We must take time to get to know individuals from that culture and interact with them. Only through this can we uncover the values and beliefs that underlie the behaviour of that society and hope to make positive steps towards cultural understanding and integration. Consideration of all as equals is fundamental to progressing cultural awareness, argues Vaudrin-Charette (2019).

Only through cultural competence on the part of all groups in society can there be greater acceptance between and within groups of people, and, who knows, the world may just become a better place.

References

Said, E. (2003) Orientalism. London: Penguin Books.

Vaudrin-Charette (2019) Melting the Cultural Iceberg in Indigenizing Higher Education: Shifts to Accountability in Times of Reconciliation. New Directions for Teaching and Learning. 157, Wiley Periodicals, Inc. Published online in Wiley Online Library (wileyonlinelibrary.com)

Weaver, G.R. in Paige, R.M. (1986) Cross-cultural orientation: new conceptualizations and applications. University Press of America.

For information on studying Tourism and Events at Staffordshire University click here

A day out at Conkers

Simon Hughes, Student, Staffordshire Business School


‘Conkers’ is a day out at an activity centre in Derbyshire, where a group of new Staffordshire University students spent a day during Welcome Week. The day is used to bring people out of their shell and get them involved with various activities that involve communicating and working as part of a team.

The day started out and there was not much interaction between each member of the group and when we arrived at conkers there was still very little interaction while waiting to be split into teams to take part in several activities throughout the day.

When the students were separated into teams, I could see how they were bonding and forming a rapport with their teammates. I strongly recommend this to any person looking to improve their team working skills plus it’s a great confidence booster. It will also help them to ‘find their voice’ to help with communication skills.

The first part of the day was mainly about the communication within their teams. They had to get a bucket of water through an obstacle course, without losing too much water and not letting it touch the ground.

All the teams seemed to have a lot of fun no matter what the weather.

 

 

 

 

The second activity of which the teams took part in, was aimed at helping them build their self-confidence and to believe in themselves with a high wire walk.

 

 

They also had a lower wire for those who had not got as much confidence.

The third activity the team took part in was called `bush craft` where they were split into smaller groups to build a shelter showing their ability to work together as part of a team.
They also had to build a fire under the instructor’s guidance, by gathering wood so that they could toast their marshmallows.

By the end of all the activities, it was apparent that all who took part gained something positive from their experiences. Team working skills and communication were improved and it also helped with their self-confidence.

 

Middleport Pottery – my experience by Simon Hope

by Simon Hope on the BA Tourism Management award (top up)

Pots, Plates and plenty of clay. Middleport Pottery is a historical attraction based in Burslem, Stoke on Trent. It consists of a factory tour, history tour, tea rooms and a shop. The site promotes the history and culture behind the potteries industry and transports you back to the past.

It started in 1888, as a working potteries factory and had fallen into despair until it was brought by the United Kingdom Historical Building Preservation Trust and renovated so that the factory can be continued to be worked.

Some of the range of Burleigh Pottery

Some of the range of Burleigh Pottery

We were toured round the factory by Tony who was a volunteer (as are all the tour guides) that was very insightful about the factory and all the history surrounding Middleport Pottery. We started on the old cobbled path then followed the path round to the clay dispense room with runners. Then we progressed through the factory tour developing more and more knowledge.

I really enjoyed the tour, it felt personal and connected. I felt like I was being transported back in time and I was surprised at how most of the factory preserved the historical feel whilst still operating. Whilst we were touring we saw the whole process and was able to see an order for Ralph Lauren which was exciting.

Middleport Pottery

Middleport Pottery

It was a completely different process to the World of Wedgwood (WoW) which we have visited previously.  WoW was very modern, and the tour was more views from a side line whereas Middleport pottery was much more hands on and interesting.

Bottle Kilns. The most interesting part of the tour brought us to one of the bottles kilns. I stood inside the kiln looking up towards the sky, thinking of how many thousands of pieces of crafts and the people who worked in these conditions. I was astounded, and it has made a lasting impression.

I would recommend the tour to any tourist student that wants an insight to history of the pottery industries. It has helped me to see how the operations of volunteer-based attraction works and I have seen where there is potential for the attraction to develop and maintain its advantage.

Overall, I would like to thank Middleport Pottery and Tony for the time taken to show us around the site. I would also like to promote the attraction to anyone who is interested in Stoke on Trent history and potteries.

Middleport Pottery on facebook 

Middleport Pottery on twitter

You may also be interested in our blog on resources for Chinese visitor for Middleport Pottery

My Visit to the Wonderful World of Wedgwood

By Sasha Wilson L6 Tourism Management

Wedgwood is an iconic brand within the pottery industry, it was founded by Josiah Wedgwood in 1759 and is valued as part of English History (Visit Stoke, 2018). It is now owned by the Fiskars Group who have ownership over other iconic brands including Gerber, Fiskars, Littala, Waterford and Royal Copenhagen (Wedgwood, 2018).

The World of Wedgwood is located in Stoke-on-Trent, Barlaston and is known for being a cultural attraction suitable for all ages. They attract 100,000 visitors per year with 25% of them being international with Japan and China being the most popular, helping to contribute to their global sales by 40% (Perkins, 2018).

Sasha with some of her fellow students

Sasha with some of her fellow students

My fellow colleagues and I arrived at the World of Wedgwood around 9am, where we were greeted by the director (Chris Perkins) and educational contact (Olivia Thackston). Chris has been working for the attraction for 5 years and manages the front of house, catering and museum teams, ensuring that they all run smoothly and all issues are resolves effectively.

The director showed us to the dinning hall where we conducted the interview, he started off by informing us about the Fiskars Group and the World of Wedgwood providing us with in-depth and valuable information. The group had individually prepared some questions to ask him, however many had already been answered through his inspirational talk.

I wanted to find out how the attraction is sustainable so I asked what strategies and procedures have been put into place to help the environment and reduce waste. He informed me that they don’t use plastic and that everything is made from glass so it can be reused, they also manage visitor numbers and order the right amount to cater for their needs to reduce food waste (Perkin, 2018).

An interesting fact I found out was that they recycle their broken casts by smashing them up which is then sold and used to make motorways, helping them to be more sustainable and provide positive impacts on the attraction as they still make money (Perkins, 2018). When I found out this I was very happy as I believe that organisations have a responsibility to the do whatever it takes to be more sustainable, to help preserve the environment and local community.

Once we had finished the interview we walked around the Museum where I saw lots of Wedgwood blue plates, taking me back to my childhood as my nan used to make us stories on the plates and tell them to me which gave me a warm and happy feeling. I then rang up my nan and told her she MUST visit as she would LOVE it! While on the phone we went back in time and remembered the happy and joyful memories that Wedgwood have provided us with, which we are very grateful for.

One of the many displays in the fabulous museum

One of the many displays in the fabulous museum

We then brought tickets for the factory tour which costs us £5 as we were a group of students, this helped to encourage us to go on the tour as it is affordable and value for money. I highly recommend taking part in the factory tour as you are able to gain first-hand experience on how they make their famous potteries and see the fantastic detail that is put into the hand-crafted items.

To finish our visit we visited the gift shop where I brought a keyring as I collect one every time I visit an attraction, as I am able to look back through them and remember my experience.

Overall, I believe that the World of Wedgwood is a fun and interesting way to spend your day and well worth a visit.

You can follow them on social media Facebook , Twitter, Instagram

Reference List

PERKINS, C. (2018) World of Wedgwood Q&A. [Interview]. 11th October 2018.

VISIT STOKE. (2018) World of Wedgwood. [Online] Available from: https://www.visitstoke.co.uk/see-and-do/world-of-wedgwood-p736491. [Accessed: 18th October 2018].

WEDGWOOD. (2018) About Fiskars Group. [Online] Available from: https://www.wedgwood.co.uk/wedgwood/about-us/. [Accessed: 18th October 2018].

Find out more about Tourism and Events Management at Staffordshire University 

Jobs of the future

Written by Rachel Gowers, Associate Dean


By 2025 it’s estimated that we will lose over five million jobs to automation. Don’t worry though – jobs are getting more interesting with machines handling the more mundane tasks. Your time will be freed up from performing the repetitive tasks of the past so you can focus on more fun stuff like knowledge creation and innovation. Here are some of the jobs to look out for:

Data Analyst – Data analysts are in high demand across all sectors, such as finance, consulting, manufacturing, pharmaceuticals, government and education. Data analysts translate numbers into plain English. Every business collects data, whether it’s sales figures, market research, logistics, or transportation costs. A data analyst’s job is to take that data and use it to help companies make better business decisions.

Forensic Accountant – As a forensic accountant, you’ll utilise your accountancy skills to investigate financial discrepancies and inaccuracies such as fraudulent activity, financial misrepresentation or misconduct and disputes. The role involves an integration of accounting, auditing and investigative skills. You will carry out meticulous investigations to uncover information, identify specific irregularities in financial documents and reports, quantify the exact losses and trace and recover illegitimate funds.

UX Analyst – User Experience (UX) roles involve delivering the best possible experience for the user of a website, with the aim of making the website as straightforward to use as possible. The term UX analyst arises as the role involves a lot of analysis of users’ behaviours and preferences in order to create the best experience for the user. As a UX analyst you will look at the content of websites, and also the design elements, such as colours and images. Within some companies you’ll focus on research skills and psychology, in others you’ll concentrate on design and in some you’ll fulfil a more technical IT role.

Content Creator – A content creator is someone who is responsible for the contribution of information to any media and most especially to digital media. They usually target a specific end-user/audience in specific contexts. Facebook hires thousands of content creators and editors every year to not only provide content but also to monitor what is happening on-line.

Talent Manager – A talent manager’s responsibilities include designing employee training programs, building succession plans and crafting an internal promotion process. To be successful in this role, you should have a solid understanding of full-cycle recruiting along with a strategic mind-set in order to develop a skilled workforce. Ultimately, you will build a talent pipeline that aligns with our hiring needs and business objectives.

Customer Experience Manager – Customer Experience Managers can be in any industry, here are responsibilities for a manager in the leisure and Theme Park Business. You’ll propose and implement strategies to constantly improve customer satisfaction and park development. Additionally, you may also oversee or take sole responsibility for the marketing of the park in order to generate business. You’ll be involved in all areas of the park, including rides, retail and food and beverages. Theme park managers may also be known as guest experience managers, rides and operations managers or attractions managers.

 

If you’re interested in a job of the future our Business and Accounting Degrees prepare you for these roles.

If you’re interested in a career in Leisure why not try the FdA in Visitor Attraction and Resort Management in partnership with Alton Towers.

Great places to eat in Stoke on Trent and Newcastle under Lyme

Staffordshire University have a lot of international students and staff from all sorts of cultures. Here are some of the more varied places to try in the Potteries.

Hawasana is based in Shelton and on Stoke Road (the next road over from the College Road campus), they will provide you with authentic Afghan cuisine including huge naans  and cheap food – on facebook  

Miso is a Japanese restaurant on the London Road in Stoke Town Centre. Also in Stoke town further along the London Road is Carmen’s Caribbean Cuisine which is a takeaway.

Hong’s Kitchen -in Newcastle specialises in Hunan pot dishes – plus a lot of stuff you don’t usually see on Chinese menus in the Potteries.

food

A selection of food from Hongs Kicthen

For authentic Polish food try Agie and Katie in Burslem (Agie is a Business School alumni).

Newcastle has two good Thai restaurants – The Blue Chilli (alumni of the Business School) and The Art of Siam  . Also in Newcastle is Patty and Shake which is very popular with a young clientele  and excellent value.

Popular for burgers and curly fries

The best Italian in the area also happens to be in Newcastle Amore  also on facebook. It is very popular during the day for coffee and cakes and a different night time menu.

A delicious plate of pasta from Amore

A delicious plate of pasta from Amore

Try the great pizzas from a clay oven at Klay Pizzeria in Hanley  

  also in Hanley is the Slamwich Club .

Finally, if you fancy something traditional try the excellent pies at Pieminster at Trentham Gardens

If you want to find out more on food in the area the following accounts are excellent

Eat Stoke on Instagram   

Staffs food and drink on Instagram

Moorlands Eater website see especially the reviews, facebook, twitter

If you have any recommendations please add them in the comments section.

Interested in tourism and events? Find out about our courses in clearing  

Or call us on 0800 590 830

The World Cup: Sports tourism bringing Nations together?

By Carol Southall, Senior Lecturer, Staffordshire Business School

 

In recent years the phenomenon of sports tourism has grown in popularity, not least because of technological advances facilitating online ticket bookings and confirming event and venue scheduling. Sports tourism is certainly one of the fastest growing sectors of the global travel industry and refers to travelling to another destination, away from where the traveller normally lives and works, in order to observe or participate in a sporting event.

The Russia World Cup 2018 is an opportunity to bring people together from different nations across the world with a common interest…diversity, and of course football! Spread over 1,800 miles from Kaliningrad on the Baltic coast to Ekaterinburg at the foot of the Ural mountains, 12 stadiums across Russia will host the 64 matches that comprise the 2018 FIFA World Cup. Luzhniki Stadium in Moscow, the largest venue and one of the newest, will hold the first game of the tournament on 14 June and also the final, 31 days later. England’s first match against Tunisia on Tuesday 18th June at the purpose-built Volgograd Arena, almost 600 miles south-east of Moscow, is likely to be a key draw for the thousands of football fans heading to Russia.

Covering over 17 million square kilometres, 11 time zones, and with a population of almost 147 million, Russia is the largest country in the World. With over 200 ethnicities and ethnic groups and more than 100 languages and dialects, plus 28 UNESCO World Heritage sites and several thousand museums, Russia is working hard to promote its tourism potential. Interestingly on the Russia Travel website, to which fans applying for a FAN ID are directed when they enquire about tourism opportunities during their stay in Russia, there is a reference to the ‘Miracles of Russia’ in the host towns and cities, and the fact that “all these have nothing to do with the habitual stereotypes of Russia”. This is evidently an ideal opportunity to debunk some myths surrounding perceptions of Russia as a destination.

Red Square, Moscow, Russia

Studies show that major events can be a positive force in bringing nations together and enhancing and strengthening national identity. Whether Russia needs to strengthen its national identity, or indeed which countries need to strengthen their national identity, is a moot point. What is clear is that any such tournament that brings the world together should only serve to strengthen national pride and identity and facilitate an element of cultural understanding.

As a traveller you often find that wherever you are in the world, the common language is football. You may not be able to hold a conversation in a native tongue beyond ‘hello’ and ‘thank-you’ but mention the relative merits of the better-known English football clubs and you can hold a conversation for the duration of a taxi ride.

Clearly participation in football, whether as a player or spectator, plays a major role in social and global cohesion, enhancing social capital. Football creates its own world order, deviating from the hegemonic power relations that characterise world politics. Conversely, the mutual respect and consideration that should be evident in all international sport tourism is sometimes overshadowed by political tensions, causing hostility where there should be empathy and understanding.

Since the selection of the host nation, 8 years ago, political tensions have certainly overshadowed the event. The BBC recently reported that England should wear black armbands during the World Cup to protest against the Russian regime, with a prominent MP suggesting that the FIFA tournament is a massive propaganda coup for Russia. Additionally the violent clashes between English and Russian football hooligans at Euro 2016 have led to concern of a repeat performance at the 2018 World Cup. Russia’s significant investment in the tournament, and the need to avoid any tarnishing of the event, has led to Russian hard-core supporters being contacted by police and officially warned to behave. Similarly local UK supporters have also been warned, and in some cases had their passports confiscated by police for the duration of the tournament.

The role and responsibility of football in the world is significant and its importance in social cohesion and nation building should not be underestimated. Conversely, we should also recognise the power of football to incite violence and xenophobia. Regardless of the political tensions that overshadow the tournament this year, it is hoped that the UK and international sports tourists travelling to Russia on their FAN IDs (a personalised spectator’s card – offering visa-free entry to Russia for supporter’s holding World Cup tickets) will take the opportunity and time to explore, experience and engage with Russia’s culture and people. Only then can there be any hope of the mutual respect and understanding that football has the power to facilitate.

Follow Carol on twitter @cdesouthall

FdA Visitor Attraction and Resort Management


Undergraduate courses

Postgraduate courses

Business School Research News April 2018

Recent papers

Adnan Efendic and Geoff Pugh (2018). The effect of ethnic diversity on income – an empirical investigation using survey data from a post-conflict environment. Economics: The Open-Access, Open-Assessment E-Journal, 12(2018-17): 1-34. http://dx.doi.org/10.5018/economics-ejournal.ja.2018-17

This paper was picked up and promoted on twitter by Lars-Gunnar Wigemark (@LarsGWigemark ) who is the EU Ambassador to Bosnia and Herzegovina.

Vishwas MaheshwariPriya GuneshGeorge LodorfosAnastasia Konstantopoulou, (2017) “Exploring HR practitioners’ perspective on employer branding and its role in organisational attractiveness and talent management“, International Journal of Organizational Analysis, Vol. 25 Issue: 5, pp.742-761, https://doi.org/10.1108/IJOA-03-2017-1136

Vishwas Maheswari & Priya Gunesh (accepted for publication 2018 ) ‘Role of Organisational career websites for employer brand development’ in International Journal of  Organizational Analysis

Olarewaju, Tolulope (2017) Organising Household Consumption and Occupational Proportions: Evidence from Nigeria. International Journal of Organizational Analysis, 26 (4). ISSN 1934-8835

Almond K and Power J (2018) Breaking the tile in pattern cutting: An interdisciplinary approach. Journal of Art, Design and Communication in Higher Education, 17 (1) pp 33-50 ISSN 1474273X

Book chapters

Carol Southall has a chapter on Family Tourism in a new book – Special Interest Tourism: Concepts, Contexts and Cases (2018) eds Agarwal S, Busby G and Huang R.

https://www.cabi.org/bookshop/book/9781780645667

Carol Southall with the new book

Carol Southall with the new book

 

Jess Power has a chapter  Embedding interdisciplinary and challenge-led learning into the student experience. In: Experiential Learning for Entrepreneurship (2018) eds Hyams-SSekasi D & Caldwell E Palgrave, UK. https://www.palgrave.com/gb/book/9783319900049

Conference papers

Vicky Roberts will present her paper Understanding the role of Value Co-creation in Building New Luxury Brands: A Social Network Analysis Approach (Vicky Roberts, Stuart Roper & Sabrina Thornton). At the 13th Global Brand Conference 2-4th May Northumbria University

Angela Lawrence will present her paper Adopting Social Media For Stakeholder Engagement: A Case Of UK HEI at the Academy of Marketing Conference 2018 2nd to 5th July, University of Stirling

Tolu Olarewaju will present a paper Corruption, The Great Value Destroyer: The Role of Generalised Trust in Social Networks, Social Media Participation and Legal Institutional Quality for Corruption”. At the First Global Conference on Creating Value; at Leicester Castle Business School, De Montfort University from 23rd May, 2018 – 24th May, 2018. 

Carol Southall jointly delivered a paper with Dr Maren Viol (British University Vietnam) ‘Western-centrism in Internationalised HE Tourism Curricula: Perspectives from Vietnam’. at International Conference of Critical Tourism Studies – Asia Pacific. Held 3-6 March at University Gadjah Mada, Yogyakarta, Indonesia.

Upcoming events at the University

5th July Silver Workersover 50s conference at Staffordshire University – save the date more details to follow, please register on the link. Organised by Hazel Squire and Prof Jon Fairburn

https://www.eventbrite.co.uk/e/silver-workers-free-interactive-conference-registration-44791156555

International Erasmus Week 12-16th November

Wendy Pollard and Jon Fairburn are organising an international week on the themes Enterprise, Employability and Entrepreneurship. Please let your international partners know.

Full details and how to register on the link

http://staffmobility.eu/staffweek/erasmus-enterprise-employability-and

Funded by the ERASMUS + PROGRAMME

Using Digital to Build Your CV

If you’re anything like me, you would have read enough tips on CV building to write your own novel. But what do we really learn? How do we know that the document we’ve just spent four hours putting together is even going to get a second look from our dream company? We don’t. But if we do know what tools are available to build a great CV, maybe we’d one step closer to the dream.

Example of Canva Free Resume Template

Gone are the days that a CV format consists of a black and white document with Times New Roman font and maybe the odd line of bold. Employers want to get a glimpse of you from the first few seconds. So, my first tip, do not be afraid to be yourself and make the use of digital tools that are available.

Firstly, ask yourself which industry you are trying to enter, this is key to choosing the type of design for your CV as it has to be relevant. If you’re looking to build something a little more interesting that gives you the freedom to show some of your personality through colour and images, try Canva, a free online design tool. This has a range of templates with suggestions of content and layout, but also allows you to amend any settings to your personal taste.

On the other hand, you may be looking for a professional CV with a moving edge. Video CV’s are increasingly common particularly in the creative and also sporting sectors due to the nature of the roles. Software such as Windows Movie Maker, Apple iMovie or something more sophisticated like Adobe Premier Pro are great for editing your own footage.

Credit: powtoon.com

Finally, and this is exciting, how about creating your own animated video of a day in the life of you? Powtoon is a free online tool that allows you to create a cartoon character and tell a story of your education, experiences and skills through video. Powtoon is YouTube certified and has recently become partnered with HubSpot, meaning it’s great not only for personal development but for work related projects too. It is a simple to use, flexible tool that allows you to create approachable content and particularly for a CV, include a visualisation of a persons skills and knowledge.

A CV doesn’t have to be a chore, take the opportunity that digital has given us to explore creative ways to present yourself as a professional.

Author: Kathryn Taylor, MSc Digital Marketing Management Student

Digital Marketing Assessor at Total People Ltd