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Tony has specialised in consultancy, writing, industry training and university teaching

For aroma chemicals and essential producers and distributors the programme not only provides specific coverage of this level of the industry, but also provides insight into how and why the materials are used in the creative compounding house. Better understanding of customers improves sales performance.

For staff in creative houses, key issues such as management of the brief are considered, thereby improving team performance. The coverage of the nature and manufacture of aroma materials (natural and synthetic) provides the essential grounding that is needed by all involved in the creative house.

Industry need for the programme

The industry has made use of the original programme devised by David Williams for some 25 years. The need for flexible provision of Aroma Trades education is increasing rather than decreasing for the following reasons:

* In the increasingly competitive environment companies no longer have time for extended apprenticeships.
* The use of senior staff in training has become more and more difficult. Calls on such staff’s time are becoming higher and higher due to the increasingly high demands on their time (e.g. regulatory compliance activities).
* Similarly, releasing more junior staff for extended ‘off-line’ training courses is equally unfeasible. Flexible delivery which can be built around the business demands is required.
* The globalisation of the entire industry value chain demands that staff must be highly competent and highly trained.

Aims of the programme

* To provide Aroma Trades developing professionals with a firm grounding of knowledge and understanding to develop their careers and their contribution to the industry.
* To add value to the industry and to add value to individual professionals.

Objectives of the programme

* To provide students with the theory, subject knowledge and skills to enhance their professional performance in the Aroma Trades industry
* To provide this support on a global basis
* To provide an integrative treatment of value to young professionals in a variety of roles in all levels of the industry value chain from manufacture of aroma materials to the marketing of fragranced products
* To provide a framework of formative assessments to prepare candidates for the successful completion of the programme with the 50-credit dissertation marked by the appointed IFEAT examiner

For more information and to apply, please visit:
http://www.plymouth.ac.uk/pages/view.asp?page=24455

Marketing for Engineers, Scientists and Technologists

Tony’s book, Marketing for Engineers, Scientists and Technologists has four main parts:

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The first part defines marketing, current marketing issues and marketing contexts.

The second part provides a structured overview of the powerhouse of marketing, the seven elements of the marketing mix.

The third part presents the necessary skills required (e.g. negotiation skills) to apply the concepts of marketing.

The four part provides a review of three key areas where technical staff are often involved in marketing: new product development, market driven quality and marketing plans.

The book is intended for undergraduate and postgraduate engineering, technical and scientific students taking a one-or-two-semester programme in marketing or management. The material has also proved useful for engineers, technicians and scientists taking an MBA.

A strategic and international perspective is provided as well as further reading references to mainstream marketing and corporate strategy texts.

“Dr Tony Curtis covers everything that engineers need to know abut marketing and project management. The book has been written in an easy to read style with clear learning outcomes and objectives. In my opinion this should be mandatory reading for all engineers who are involved in the design and marketing of products and services.” - Dr Naren Gupta, Senior Lecturer and Teaching Fellow, Director of Quality, School of Engineering and the Built Environment, Napier University.