The Academy has partnered with Generation Research, its parent company Contineo Labs, and m1nd-set, working closely with them on the development of the course content. The course will give students an in-depth understanding of the travel retail landscape, key category brand trends and industry development.
“The response has been overwhelmingly positive,” says Derek Hughes, Managing Director, iiR. “The mentoring aspect of our programme and CPD Accreditation has helped enormously in attracting organisations to the Academy. Many big brands and industry stakeholders, such as Estée Lauder, Swatch, Lindt, Revlon and Bologna Airport, have already signed up for the programme, which highlights the appetite for a structured and formally-accredited course within the industry.”
The main objective is to develop high standards in the duty free and travel retail industry, and a talented workforce with the skills and motivation to drive revenue and deliver the best customer experience.
“The programme has been created specifically for those already working in travel retail and those who would like to pursue a career in the industry,” Hughes explains. “It addresses the unique characteristics and challenges of our industry, something which was identified as lacking in courses from other training providers up until now.”
The DFWC Academy is delivered through an e-learning platform, which means students can learn during work hours and implement that learning in real time.
The courses offered will complement existing in-house training and consolidate previous learning. The Certificate Course in Duty Free & Travel Retail is made up of three modules with four lessons in each module. “After each lesson there is a multiple choice quiz (MCQ) followed by a prompt to reflect on the lesson by making a short entry in a learning journal,” Hughes explains. “After each module, the student takes a more in-depth MCQ in order to proceed to the next module of the course.”
On successful completion of the course (minimum 85% pass) the student will be issued with their CPD Accredited Certificate, which is jointly awarded by the DFWC and iiR.
“What’s unique about our programme is the option to take the mentors guide module which is designed as a guide for those in leadership roles to encourage and develop the student while developing their own leadership skills and gaining additional accredited CPD points,” says Hughes. Each graduate of the certificate course can opt to become a course mentor for future students in their organisation.
“Our future plans are to deliver more courses and become a centre of excellence for education and training for the duty free and travel retail industry,” Hughes adds.
Hughes is hosting the DFWC Academy stand at TFWA World Exhibition & Conference: Blue Village F7.