ABSTRACT
Your tutors and lecturers will play a massive part in shaping your thinking whilst
you are studying and may also have an impact on your future career decisions. As
an advertising tutor I know very well that I cannot hope to give my students a
definitive education that delivers everything they need to know; neither can your
tutors. The process of developing your skills and knowledge to prepare you to work
in advertising and media communications is based around the acquisition of
experiences, in my opinion. Soak up, reflect on and act on everything you learn on
your current course and milk your tutors and lecturers dry. Make sure you have asked
all the questions you can and trained your mind to think critically based on the vast
range of techniques and experiences that they can possibly impart. When you have
done that, search for even more experiences. Compare, contrast and learn from
what I have to say. Absorb every last drop of advice and insight you can from the
industry practitioners you come in to contact with as part of the course. Never accept
that you now know all you need to begin your career. The learning process at college
or university is just the beginning of the journey. You will need to start learning all
over again when you secure your first work-experience, placement and, hopefully,
permanent job. Students who adopt an open-minded philosophy and a deter-
mination to spend the rest of their lives exploring and learning from new experiences
will be successful in advertising and media communications.
