Aston University helps celebrate Apprenticeship Levy Transfer scheme success

May 19, 2022

3 min



• Celebration to recognise 2,500 apprentices who started work across the region

• Aston University worked with the WMCA to increase the number of apprenticeships that SMEs can offer by using levy transfer to help fund apprentices

• Levy scheme benefitted nearly 800 local SMEs who have been able to take on apprentices thanks to the funding.


Staff from the Aston University degree apprenticeship team attended a celebratory event hosted by West Midlands Combined Authority on 11 May to recognise how a pioneering funding scheme has helped nearly 2,500 apprentices start work within businesses across the region.


The Apprenticeship Levy Transfer Scheme, which was set up by the WMCA three years ago, covers small and medium-sized enterprises’ (SMEs) training and assessment costs of taking on an apprentice.


It uses money pledged by big business from their own unspent Apprenticeship Levy – a Government charge on all employers with a payroll of over £3 million to pay for apprenticeship training. This unspent money would normally go back to Government but under the initiative it is transferred via partnership with the WMCA to fund apprenticeships at smaller local firms.


At the event, which was hosted at The Eastside Rooms in Birmingham and attended by levy transfer employer partners, apprentices and businesses from across the West Midlands, attendees had the chance to hear from SME employers and apprentices about how they have benefited from levy transfer.


Over the past three years, the levy scheme has funded apprenticeship training for close to 800 local SMEs and nearly 2500 learners, keeping levy money within the region to help local businesses grow and upskill their staff.


Degree apprenticeship development manager, Sheila Rattu, from Aston University, said:

“Aston University has always supported its SME community and this has been another great way for us to celebrate our non-levy employers and champion a more diverse set of learners whether through Aston University pledging its own surplus funds or utilising the scheme for our own apprentices.”


Aston University has worked with the WMCA to increase the number of apprenticeships that SMEs can offer by using levy transfer to help fund apprentices. This has resulted in securing £381,355 for local businesses. The impact from Aston University’s £200,000 levy pledge has also led to:


• 23 apprentices having their training and assessments costs covered

• 11 local businesses benefitting from our apprenticeship levy donation

• increased job opportunities and a boost in skills and productivity across the region.


The WMCA set up the Apprenticeship Levy Transfer Scheme to cover 100% of the training and assessment costs of apprentices at SMEs in the West Midlands, using the unspent levy pledged by big employers.


During the celebration event David Gaughan, head of employer services at WMCA, shared the current economic situation in the West Midlands highlighting that employment rates are up to a record high, and unemployment rates have returned to pre-pandemic levels.


Mayor of West Midlands, Andy Street, also attended the event to celebrate and highlight the commitment for Levy Transfer investment within the West Midlands.


Qualification level in West Midlands remains below national average, however apprenticeships actively act as a bridge to support residents with skills and generate a skilled workforce ready for growth.


Andy Street, Mayor of the West Midlands and chair of the WMCA, said: 


“The Apprenticeship Levy Transfer Scheme has been a resounding success for our region – improving skills, providing jobs, and changing lives. I’m pleased therefore we have been able to take a moment to celebrate what we have achieved around apprenticeships in the West Midlands.

“Linking up our local talent with the plentiful opportunities on offer in industry is central to my 100k jobs plan as we bounce back from Covid. We must provide routes into high-quality well-paid employment so that the young people in our region have prospects ahead to excite them and keep them and their families here in the years ahead.”


The transfer deal agreed with the Government in 2018 was the first of its kind in the country helping to boost skills, job opportunities and productivity by supporting more young people and adults of all ages into work.


For more information about degree apprenticeships at Aston University please visit our webpages.


For media inquiries, contact Rebecca Hume, Press and Communications Manager: r.hume@aston.ac.uk


You might also like...

Check out some other posts from Aston University

4 min

Play, Learn, Lead: How Aston’s Gamification-Driven MBA Is Redefining Business Learning

Professor Helen Higson OBE of Aston Business School, discusses why gamification is embedded in all of the School's postgraduate portfolio of degrees Give the students something to do, not something to learn; and the doing is of such a nature as to demand thinking; learning naturally results. (attributed to John Dewey, US educational psychologist (1859-1952) Imagine you’re the CEO of a cutting-edge robotics firm in 2031, making high-stakes decisions on R&D, marketing and finance; one misstep and your virtual company could collapse. You win, lose, adapt, and grow. This isn’t a case study, it’s your classroom experience at Aston Business School in Birmingham. Imagine you’re participating in Europe’s biggest MBA tournament, the University Business Challenge, where your strategic flair and financial acumen will be tested against the continent’s sharpest minds. Then you’re solving real-world sustainability crises in the Accounting for Sustainability Case Competition, crafting solutions that could be showcased in Canada. What if you could do all this from your classroom seat, armed with only your MBA learnings, teamwork and the thrill of gamified learning. At Aston, we believe the best way to master business is by doing business. That’s why we’ve embedded active learning through games, simulations, and competitions across all our postgraduate programs. The results? Higher engagement, deeper learning, and students who graduate with confidence and real-world skills. Research says gamified learning boosts motivation, lowers stress, and helps students adopt new habits for lifelong success. As educational researchers Kirillov et al. (2016) found, “Gamification creates the right conditions for student motivation, reduces stress, and promotes the adoption of learning material—shaping new habits and behaviours.” This has led to what Wiggins (2016), calls the “repackaging of traditional instructional strategies”. In Aston Business Sschool we have long embraced this approach as a way of increasing student outcomes and stimulating more student engagement in their learning. Our Centre for Gamification in Education (A-GamE), launched in 2018, is dedicated to advancing innovative teaching methods. We run regular seminars with internal and external speakers showcasing gamification adoption, design and research and we use these techniques across the ABS in a wide range of disciplines. (We have included two examples of this work in our list of references.) Furthermore, in 2021 we published a book which outlines the diverse ways in which we use these methods (Elliott et al. 2021). Subsequently, during 2024 we redesigned all our postgraduate portfolio of degrees, and as part of this initiative games and simulations were embedded across all programmes. Why Gamification Works Through simulations like BISSIM, students step into executive roles, steering futuristic companies through the twists and turns of a dynamic marketplace. A flagship programme running since 1981, BISSIM was developed in collaboration between academics from ABS and Warwick Business School, and every decision on R&D, marketing, or HR has real consequences as teams battle each other for the top spot. After each year of trading the results are input into the computer model. The results are then generated for each company in the form of financial reports, KPIs and other non-financial results and messages. Each team’s results are affected by their own decisions and the competitive actions of the other teams, as well as the market that they all influence. This year one of our academics, Matt Davies, has been awarded an Innovation Fellowship further to commercialise the game. Competitions with Global Impact We also encourage students to take part in national and international competitions which have the same effect of developing their engagement with real-life business problems on a global scale. Beyond the classroom, Aston students represent the university in major competitions like the University Business Challenge (in which ABS had the highest number of UK teams this year) and the Accounting for Sustainability (A4S) Case Competition, for which we are an “anchor business school”. Here, theory gets stress-tested against real-world scenarios and top talent from around the globe. The result? Award-winning teams, global experience, and friendships built under pressure. At the heart of this approach is Aston’s Centre for Gamification (A-GamE), dedicated to making learning interactive, motivating, and fun. Regular seminars, fresh research, and close ties to industry keep the curriculum evolving and relevant, so students graduate ready to lead, adapt, and thrive in any business environment. Why does it matter? In a volatile, fast-paced economy, employers appreciate agility, teamwork and decisiveness. At Aston, every simulation and competition is geared towards sharpening these skills. Graduates emerge not only knowledgeable, but prepared for the job market. Engagement Our students have been embracing these opportunities. Six MBA/Msc teams developed their A4S videos, hoping to reach the final in Canada early in 2025, and three teams out of nine reached the national UBC finals. Additionally, the BISSEM simulation has just finished inspiring another group of MBA students (particularly as the prize for the winning team was tickets to a game at our local Aston Villa premiership football (soccer) club, currently riding high in the league!). Typical feedback from non-Finance specialists is that they suddenly surprised themselves during their participation in the simulation and were reconsidering the options of taking a career in Finance. It seems that our original purposes have been met – increased confidence, passion, deep learning and engagement have been achieved. To interivew Professor Higson, contact Nicola Jones, Press and Communications Manager, on (+44) 7825 342091 or email: n.jones6@aston.ac.uk Elliott, C., Guest, J. and Vettraino, E. (editors) (2021), Games, Simulations and Playful Learning in Business Education, Edward Elgar. Kirillov, A. V., Vinichenko, M. V., Melnichuk, A. V., Melnichuk, Y. A., and Vinogradova, M. V. (2016), ‘Improvement in the Learning Environment through Gamification of the Educational Process’, International Electronic Journal of Mathematics Education, 11(7), pp. 2071-2085. Olczak, M, Guest, J. and Riegler, R. (2022), ‘The Use of Robotic Players in Online Games’, in Conference Proceedings, Chartered Association of Business Schools, LTSE Conference, Belfast, 24 May 2022, p. 79-81. Wiggins, B. E. (2016), ‘An Overview and Study on the Use of Games, Simulations, and Gamification in Higher Education’, International Journal of Game-Based Learning (IJGBL), 6(1), 18-29. https://doi.org/10.4018/IJGBL.2016010102

2 min

Are GCSEs delivering for students and society?

Ahead of the GCSEs results being released on Thursday 21 August Aston University work psychologist, Dr Paul Jones, discusses whether the exams are fit for purpose. He believes that our exam system narrows thinking, and GCSEs emphasise “right answers” and rote recall, creating risk-averse learners who are afraid to fail or think differently. Exams are harming wellbeing GCSEs were designed in the 1980s, when many left education at 16. Today, almost all young people continue to 18, yet they still face a stressful halfway checkpoint that often does more harm than good. Research shows GCSEs are linked to anxiety, sleeplessness and even self-harm. This isn’t about students being “less resilient”, t’s about a system that has prioritised bureaucracy, league tables, and exam statistics over wellbeing. GCSEs don’t prepare students for life Exams reward the ability to memorise and recall under pressure, but the world beyond school demands much more. Employers and universities want young people who can think critically, manage their own learning, collaborate, and adapt. By the time many reach university, students are burnt out from years of high-stakes testing. They often struggle with independence, risk-taking, and curiosity, the very qualities they need to succeed. Over-assessment stifles innovation Our exam system narrows thinking. GCSEs emphasise “right answers” and rote recall, creating risk-averse learners who are afraid to fail or think differently. Innovation, however, requires psychological safety: the freedom to explore, experiment, and make mistakes. In a world where AI can already handle routine tasks like recall and pattern analysis, the human edge lies in breaking moulds, challenging assumptions, and combining knowledge in new ways. Our current system suppresses exactly those skills. Moving GCSEs into the future We need fewer, smarter assessments and a curriculum that builds creativity, resilience, and innovation. Other countries use project-based learning, portfolios, and sampling tests to capture what young people can really do. Wales is already embedding wellbeing and digital skills into its new curriculum. England risks being left behind if it continues to cling to an exam-heavy model designed for a different era. The bottom line Our young people deserve an education that prepares them for life, not just for exams. We should be measuring what really matters: wellbeing, creativity, and the ability to thrive in a fast-changing, AI-driven world. To speak to Dr Jones or for any media inquiries in relation to this please contact Nicola Jones, Press and Communications Manager, Aston University on (+44) 7825 342091 or email: n.jones6@aston.ac.uk

2 min

Aston University researcher investigates safety risks of secondhand cosmetics sold online

As second-hand beauty products grow in popularity, so do questions about their safety. At Aston University, Dr Amreen Bashir, senior lecturer in biomedical science, is leading an academic investigation into the microbiological risks associated with pre-owned cosmetics being sold through online platforms like Vinted and Facebook Marketplace. The project, which has received ethical approval from the University’s Health and Life Sciences Ethics Committee, will assess the types of bacteria and potential contaminants found in used cosmetics – such as makeup and skincare – when they are resold and reused by new owners.  “Second-hand beauty is trending for sustainability and affordability,” said Dr Bashir. “But very little research has explored what’s actually living in those products — and what kind of risk that might pose to everyday users.” Why this matters Pre-owned beauty items are often marketed as sustainable and cost-effective, but without careful handling they can harbour microorganisms – from bacteria to mould – that may cause infections, allergic reactions, or worse. Without knowing when a product was first opened or its expiry date, buyers could be unknowingly using unsafe cosmetics. Dr Bashir’s study will be among the first in the UK to analyse not just contamination, but also expiry timelines, and how low consumer awareness of these dates adds to the risk. The study will explore: • Types of microbiological contamination found in used products • Risks posed by product type (e.g., mascaras vs. powders) • Storage conditions and packaging integrity • Expiry dates and consumer awareness, for example: - Cosmetics have expiry timelines printed as either a date or a small jar symbol with a number (e.g., 6M, 12M, 24M, 36M), indicating months after opening. - Products can be contaminated long before the expiry date if not stored properly. - Dr Bashir’s previous research found that many makeup users didn’t know where to find the expiry date on the packaging and often kept products for years past their safe-use period. Potential to shape consumer safety and regulation With second-hand beauty sales on the rise, the findings could help shape public health messaging, consumer awareness campaigns, and online marketplace guidelines. Results could also support industry discussions on product labelling, returns, and hygiene standards. The project bridges the gap between digital consumer behaviour and health science, with implications for how individuals make purchasing decisions and how regulations adapt to a fast-changing beauty market. ⸻ Want to learn more or collaborate? Updates will be shared through academic publications and public-facing channels once data collection and sample testing are complete. Click on the icon below to connect with: Dr Amreen Bashir, senior lecturer in biomedical sciences Areas of expertise: Clinical microbiology, antimicrobial resistance, bacteria found in food, makeup products, food and water microbiology

View all posts