Pubco business development managers (BDMs) could gain a degree-standard qualification through a tie-in between the BII and the Association of Licensed Multiple Retailers (ALMR).
It comes as part of the BII's involvement in the 2010 ALMR Operations Managers Awards, launched this week.
The award are to be recognised as part of a training programme developed with Leeds Metropolitan University.
The assessment will form part of degree programmes or equivalent, to go alongside new BIIAB training and qualification programmes, set for June.
The BIIAB level three Certificate in Managing Business Development in Licensed Hospitality follows recommendations in last year's Business, Enterprise Committee report into pubcos.
Areas covered will include financial skills, business communication, negotiation, marketing and merchandising and interview skills. A higher level four qualification is planned.
BIIAB director Cathie Smith said: "We are working with a number of leading universities to see that those who enter the Awards and reach the final 20 will be recognised in the development process that will reach up to our bespoke multi-site management degree."
ALMR chief Nick Bish said: "With the BII's insight and influence we can move to another level and develop executive talent in a very practical way."
Two awards are available: area manager for managed houses and BDM for tenanted and leased operators. Nominations are expected from operators of all sizes.
Judging will be via a written entry, assessment of a day's work, and a three-day master class at Ashridge Business School. It will be followed by in-depth questioning from senior industry judges.
Winners will be announced in front of 1,200 industry guests at the ALMR Christmas Luncheon.
Patron sponsors are: The Retail Recruitment Company, CPL, Diageo, Everards Brewery, Punch taverns, Greene King Pub Partners and Venners.
Nominations can now be made at www.almropsawards.org.uk or by calling 020 8579 2080.