Educational practice in the second year of Advertising and PR
"Advertising and PR" second year students undergo practical training - they get to know a representative of the industry and learn from them how work is arranged in agencies and departments of companies responsible for communication.
This academic year, sophomore students completed educational practice online, which gave more opportunities than limitations: the studets were able to completely immerse themselves in the communication world thanks to a rich program and a large number of speakers.
The pandemic and the transition to distance learning have made their own adjustments to the format of educational practice this year. Previously, my students and I visited communication companies and agencies, and this year the companies "came" to us in Zoom. This made it possible to fill the program with content as much as possible. During the week, 21 speakers from 10 leading communication agencies and companies held 14 workshops and lectures for 300 2nd year students. Of course, there was not enough "live", offline communication, but with some companies we discussed the possibility of organizing tours after all restrictions are lifted. So we look forward to further interaction with our colleagues from the industry!
The training practice lasted for seven days and included presentations by leading communication agencies - partners of the Integrated Communications Department and two tracks: "agent" and "client". Within the framework of the “Agency Presentations” block, the students not only got to know the inner workings of CROS, Nectarin, AGT, TWIGA, but also learnt about new trends in the communication market and career prospects for students from top management of companies.
"Agency" track of practice
As part of this direction, Dentsu and iMars agencies talked with students about planning advertising campaigns in digital, PR and corporate communications, production and events. Special attention was paid to a popular and very important area - performance marketing, which aroused great interest among students and a lot of questions.
The practice gave a lot of knowledge about the industry and helped to understand the work of the largest companies in the market using examples of their real cases. This experience helped me decide on the desired specialty- I chose marketing!
a 2nd year Adv&PR student
"Client" practice track
As in the real communication world, students were given the opportunity to become familiar with the “customer side” and learn more about business, marketing communications and the impact of advertising on a company's business results.
This block included master classes from Coca-Cola, Yandex, MTS and the TASS news agency. The master class of the TASS news agency touched upon the topic of internal corporate communications and teamwork, which are very important for students, because in the third year students will have a lot of teamwork within the "Integrated Communications Management" discipline. A lecture from Yandex.Go about the company's ecosystem, positioning and branding inspired the students to continue working with major brands and, possibly, choose the Marketing specialty.
Artyom Rybkin, a second year student, shares his impressions: “Yandex.Go has a very interesting internal structure. It turned out that there are verticals, project groups, and their teams change frequently. Usually you don't even think about how everything works inside large companies - it seems as if they are sitting at computers and that's it. But in fact, there is a lot of creativity, innovations, departments, changes. From the point of view of a person who will then work in a similar field, it is useful to understand how the internal kitchen works, what awaits you."
Often receiving requests from students about internships, finding vacancies and writing a competent resume, the practice leaders decided to devote a separate block to the analysis of typical mistakes in the resume and the correct preparation of cover letters.
Evgenia Dvorskaya, the founder of hr-tech projects JungleJobs.ru and Sever.ai, held an interactive workshop, where she talked about what templates you can use to write a resume, what blocks should be in it and how to make a selling resume, if you have no work experience yet. As a result of the meeting, the guys made up their resumes, using the knowledge gained, and received feedback.
At the end of the practical training, students will have to complete two tasks: write a motivation letter to the employer and draw up a strategic profile of the employing company using SWOT analysis. The assessment for these assignments is an assessment for educational practice and goes to the diploma that the students will receive after graduation.
Rimma I. Pogodina