D&AD: IDM targets graduates with training scheme in practical DM skills

The Institute of Direct Marketing is responding to growing demand for DM experience among undergraduates by launching a week-long crash course in practical direct marketing skills.

The programme, called the IDM Graduate Fast Track, is being sponsored by Time Life, MBNA and EHS Brann.

The course will only take 30 graduates who will learn to apply direct marketing principles while working on a live case study.

This will involve developing a direct marketing campaign in response to a live brief. They will visit a marketing agency and attend an evening networking event.

Janice Pickard, the graduate services manager at the IDM, said: "This scheme will be a powerful career launch pad for a select group of highly talented graduates. This course has been created to bridge the gap between formal study and the world of work."

Separately, the IDM wants agencies to encourage graduates to move into direct marketing by providing placements for marketing students at Leicester Business School at De Montfort University.

Second-year students on the college's Marketing course study a module in DM, which covers acquisition, retention, database marketing and creative strategy. They can then specialise in their final year with a module called interactive marketing campaign.

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