View Point: Professor of Advertising
What are the skills, interests, and personality traits necessary for a student to be successful in a marketing and advertising program? Why are these important for students to have?
Most importantly, a student needs to want to see the world through the eyes of a customer. He or she needs to want to undertstand why a customer is behaving the way he or she behaves and have the desire to improve the lives of a customer. Only then can you truly connect on an emotional level with your customer. All other skills can be learned!
What is the most rewarding part of a career in the marketing and advertising field? Why should students pursue a career in this field?
Everything is marketing! As a marketer you get to deal with almost every aspect of the business you are working for and a good marketer knows that he/she needs to involve all these aspects to truly serve and touch a customer.
What advice would you give to students who are considering earning a degree in marketing and advertising?
Consider a school that understands the value of design in marketing and encourages you to always make what think of come to life by actually constructing it. Secondly I would strongly ecourage a marketing advertising student to learn as much as possible outside of the marketing curriculum. Realize that a good marketer is a connector and his or her succes depends on how well he or she understands business processes.
What can students applying to advertising programs do to increase their chances of being accepted?
Challenge the accepted as much as you possibly can. We very much want students to think themselves and not accept everything other tell you blindly. This should result in a strong proof of motivation.
How can prospective advertising students assess their skill and aptitude?
They should not. We are much more interested in where a potential students wants to be rather than their entry level. We strongly believe that the foundation for a good marketer is mindset rather then skill.
Are there different considerations for those who know that they want to specialize in a certain area?
Yes, above all we teach our students to think on a strategical and conceptual level and provide basic knowledge in essential skills. The specific interest of the student determines where we help our students to specialize.
What factors should prospective students consider when choosing an advertising program?
The world of advertising is incredibly fast paced and competitive. We shape our program accordingly. You should feel comfortable in a surrounding that changes continiously and is always short of time and pushes you to your limits.
What further advice can you offer to prospective students thinking about an education and career in advertising and marketing?
How do you use AdForum within your program and how useful is it ?