The International Centre for Aroma Trades Studies' Long Distance Diploma is looking to create a more global network through partnerships in Asia and beyond. Emma Reinhold talks to course leader Tony Curtis
Although it only welcomed its first students just over 18 months ago, the International Centre for Aroma Trades Studies’ (ICATS) Long Distance Diploma, based at the University of Plymouth is already looking at ways to grow the franchise. Its first batch of students is yet to graduate but course leader Tony Curtis is already eyeing expansion in Asia.
“The split of students on the course is typically 30% UK, 30% mainland Europe and 30% Asia Pacific,” says Curtis. “So we are looking in the possibility of opening new regional centres of excellence in China and India through local partners.
“Indian perfumery in particular is expanding fast and the industry is hungry for new professionals. The trouble in the past with institutes abroad has been that there were no industry experts to write the course, but now we have a complete body of professional work supported by the International Federation of Essential oils & Aroma Trades (IFEAT) to use we can work towards creating a global qualification for an increasingly global industry.”
In addition to China and India, Curtis sees opportunities in South America and also Egypt, which would tap into the lucrative North African market. He says he intends to explore these regions further.
“It’s a fairly specialist course for a specialist industry – we expect between 12 and 15 students a year – but there is a real demand for education within the aroma trades industry,” he tells SPC. “What sets it apart is that it has been written by the industry for the industry. We have been very hands on with key people on the IFEAT committee to develop a relevant content – we are not just a bunch of academics sitting in an ivory tower.”
The course itself is the only one of its kind to offer long distance learning and is open to both recent graduates and those already working in the industry.
“People come into perfumery from all different directions so what they need is a broad professional background, a complete professional certificate which will give them a firm grounding of knowledge and the understanding to enable them to grow in the industry,” says Curtis.
“The course is aimed at everyone, a real mix and we want to be able to provide a service to the whole of the perfumery supply chain. It may be someone working in business to business marketing who may not have a technical background or the knowledge of odour language for example. The course will enable them to talk to suppliers in their language. Or it might be someone looking for more training to progress in the industry. People come to us with very varied backgrounds.”
With this in mind the course has been developed with an open entry system. The typical student split says Curtis is two thirds technical to one third marketing but he expects everyone to be of a common standard at the start of the course.
“For those with an arts background or limited scientific knowledge we have created a special foundation module which introduces the key chemical, physical and mathematical grounding necessary for the course,” he explains. “It usually takes about six months to complete this but those with a science background will get through the module at a much faster pace.”
The course structure comprises 13 individual modules, which include sensory studies and odour language; safety, regulatory and environmental issues; marketing; financial management; application of aroma materials; new product development; and a final dissertation, which is weighted at 50% of the course.
Curtis says that course completion length varies “but typically you are looking at 18 months to two years worth of work, depending on the level of technical knowledge. With students enrolled on the course working full time you have to be forgiving with deadlines and we have accounted for this – there is flexibility there”.
Each student is expected to put in between five and ten hours of work a week, which enables those already working to continue with their day jobs. “There is also a step on, step off element to the course which was a specific requirement from IFEAT,” Curtis continues.
The first class of students may be expected to graduate this year but Curtis is not resting on his laurels. Alongside geographic expansion, he says the course plans to add a new module on the development of flavour creation, which will be formally launched at the Asian Essential Oil Congress in Delhi in May. Curtis’ aim of creating a definitive global diploma for the aroma trades industry looks to be on track.