Preparing graduates for the workplace

In an article titled “Graduates Fail by Degrees” published in the Sunday Times in April 2007, the director of quality compliance at The Graduate Institute of Management and Technology was quoted as saying that “new graduates were ‘handicapped’ by tertiary education which placed too little emphasis on practical learning and application.” Dr Ludi Koekemoer, MD and principal of the AAA School of Advertising, concurs with this view.

14 May 2007

Dr Koekemoer believes that South African universities place greater emphasis on theory, but teach little application if any at all. At the end of the day the skills of the university graduates are therefore not developed.

At the AAA School, learners are not only given the necessary theory, they are also taught how to apply it. Says Koekemoer, “Our lecturers must supplement text book material with handouts, practical projects and introduce guest speakers and experts in the field to address the students. This is not common for universities which seldom deviate from the text book theory.”

AAA has a guest lecturer programme where industry specialists are sourced to deliver presentations and talks to its students. “The material is new, current and ‘hot off the press’: the latest digital developments, the strategic alternatives and everything that’s happening in the speaker’s area of speciality can be brought to life for the students.

"Not a text book recitation

“The information they provide is not from a text book recitation,” says Koekemoer. “We believe that to be an added advantage which offers a more rounded sound education with practical relevance.”

The AAA school also has other programmes that assist in the development of high calibre graduates, all of which have a role to play in closing the gap between students who come from disadvantaged backgrounds, including:

A mentorship process where a dedicated staff member spends time with students on a one-on-one basis to help them in areas which they do not understand and to prepare them for upcoming tests and exams.
An English expert gives extra classes to students who are not proficient in the language.
Hands-on computer training is available to students who are not computer literate.
Students create real life campaigns for actual clients.
Internships are arranged for all final year students.

Koekemoer does, however, also believe that industry has an important role to play in the induction of graduates to the work place. “Employers need to train and mentor new staff at all levels, but there appears to be a reluctance to do so and no real time to mentor. Employers must however find the time to do this in order to make the transition from university to the work place smoother.”