SHL Academic Program Review is complete: Moving forward to ACPHA accreditation

SHL recently concluded the Academic Program review process, which is an internal program review process. The final meeting with ECU’s Academic Council was held in early May ‘22 to review the SHL Responses to the Review Report submitted by the external review committee, chaired by Dr. Stephanie Hein of Missouri State University, Dr. Muzzo Uysal of the University of Massachusetts, and Dr. Joy Karriker representing ECU. The report and responses focused on student recruitment, SHL resources and SHL programs and activities.

In the self-study, the School of Hospitality Leadership (SHL)  presented a thorough and comprehensive picture of the  SHL, including its programs, students, faculty, and staff. In turn, the program review by the External Review Committee provided some good ideas and opportunities for the SHL. We were pleased that the Committee saw the value of the SHL and its many positive traits and activities. Many of the Committee’s recommendations were items that we (SHL) had discussed at least in the beginning stages and opportunities to positively position SHL going forward. As noted by the Committee, resources in terms of faculty positions, staff positions etc. are vital to the SHL if it is to reach its goals and long-term potential. These resources are based on university decisions, and the SHL will progress, plan, and implement actions and ideas as they can, given the limited resources that it has at its disposal.  As noted in the exit meeting with the ECU Academic Council etc., the SHL’s success is tied to ECU’s success and the ability of all units on the campus to partner to create synergies, unique and innovative courses, programs, and activities.

Ultimately,  the SHL, as noted by the committee, needs to define itself and focus on its own brand; to become something to be known for and recognized by all its target markets.  Our key tactical objective is to increase enrollment by targeting traditional markets: community colleges (articulation agreements and bilateral agreements), high school students and developing channels with hospitality and tourism businesses to provide opportunities for their employees.

Hospitality has been a high-growth career with much potential for qualified workers. Globally, hospitality and tourism businesses have suffered during the pandemic, but with the reopening of travel, the hospitality industry infrastructure, hotels, resorts, restaurants, etc., and the industry is beginning a new era. It will be a new industry that pays more attention to detail, safety, and sanitation, and enhancing guest confidence, trust, and loyalty. Hospitality offers great diversity in its career opportunities and is known for promoting skilled workers quickly through the ranks to supervisory and management positions (www.ahlei.org/workforce/). The SHL is well-positioned to help meet the demand for the next generation of hospitality and tourism leadership.

The SHL’s competitive advantage is the ability to deliver an outstanding hospitality leadership education for an optimal price; providing significant value supported by personal service, a great learning environment on campus and online, and a location in a growing area. We believe we are positioned to compete with leading institutions and have been building a track record of accomplishments to achieve this goal. The SHL needs to focus on our program outcomes and the future of the industry. The questions below frame the future of the industry and hospitality business education.

• Will the hospitality industry need large numbers of our graduates and or entry-level managers in the future?
• Is technology going to play a more prominent role in providing services?
• What will the skills set be for successful managers and or those entering the management ranks for the first time?
• How will recruitment be changed, and will the industry be more competitive for desired jobs?

As we continue to develop and create the SHL brand, we will strive to answer these questions.  Our next step will be to work towards accreditation by ACPHA, the Accreditation Commission for Programs in Hospitality Administration. SHL hopes to complete the self-study for ACPHA over the summer and is now collecting data for that effort.

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• School of Hospitality Leadership