Expert: Sean Trapani - 9/2/2004

Question
Hi again Sean!

Thanks so much for your help and your openness to keep the communicative door open. I hope I'm not going overboard with all these questions; who knows, we might be working together someday at the same agency, since its such a small world after all!

I'm mapping out my career path based on what we talked about and also what I have read in my research. This has lead me to question another key component in my career development.

I believe I told you already but I'm currently enrolled at a regionally accredited ONLINE university that is on an accelerated program. I'm completing my bachelor's in business w/ an emphasis in marketing. The whole program is 15-18 months long and I will be graduating next May. I've already taken 4 classes.

When I first started this program I didn't have a strong concept of which direction I wanted to pursue nor how the agencies work. After much research I learned many important things that I never considered before; the importance of internships, alumni resources, college advertising club participation, networking, and face to face communication. When I was considering schools, I only looked at accreditation.


My school doesn't offer internship credit nor require it, they don't have alumni resources, I can't join an ad club due to geographical barriers (important due to the fact that the ad club gets to develop campaigns and contests) and there is a weak placement department. Also, the school isn't well known, no name recognition.

Due to these factors, I'm considering transferring to a 'traditional' university majoring in Communications w/ an emphasis in Advertising. HOWEVER, if I did do this I would be graduating in 3+ years as opposed to 9 months at my current school (Graduating at the Age of 33) and I would possibly lose over $1,600 in non-transferable classes. The school I'm considering is San Diego State University, not a top tier but known.

I'm stuck at what I should do. Again, I'm open to either client side or agency side.

**Do you think the possible loss of $1600 and the 3 years of extended graduation time is WORTH gaining the 'traditional' degree  (internships, Alumni resources, college advertising club participation, better educational courses, networking opportunities, name recognition, and face to face communication)?

**Do employers really look at the school's name?


**What do you think is more marketable long term; A Communications degree w/ an emphasis in advertising or a Business degree with an emphasis in marketing? (I'm open to both client + agency side).

**Do employers look down at someone who has just finished their degree at the age of 33+ as opposed to 30?

**Is salary range affected by what school you graduate from?


Either way, my goal is to excel up the ladder. I'm trying to take this into account also.

What would YOU do Sean?  Any suggestions/insights would be helpful!

I always look forward to your insightful advice!!

THANKS,
Lara


Answer
Sara,

If you do not have a four-year degree from a traditional university, you will have a tough time getting in the door of any ad agency of merit. That's the cold, hard truth. There are SO MANY PEOPLE looking for jobs in advertising, that the "cost of entry" for an interview is a bachelor's degree. (and yes...interviewers DO look at the name of the school. Remember, to them, you are a brand. Interviewers are looking for reason to buy your brand instead of the 50 other brands competing for the same job.)

Actually, if your husband will support your actions, I wholeheartedly encourage you to get your Master's Degree. Major in Marketing (business school) with a communication's minor. This will give you maximum flexibility to be qualified for several positions within any agency.

This may not be the advice you wanted to hear, but that's what I would do - if I were in your Manolo Blahniks.

Sean (class of '91) T.