The University of Abuja has partnered with communication firm Drawbridge CM Limited to equip Advertising and Public Relations students with practical industry skills, emerging tools and exposure to local commercial realities.
According to a statement, the Department of Advertising and Public Relations entered into the multi-year agreement to bridge the gap between classroom learning and professional practice. It also aims to equip students for the changing demands of the communications industry.
Drawbridge CM Chief Executive Officer Hassan Abdul and Head of the Department of Advertising and Public Relations, Dr Kamaldin Babatunde, signed the Memorandum of Understanding on Wednesday on behalf of their respective organisations.
Speaking at the event, Babatunde said the partnership would strengthen the practical orientation of the department’s programmes by bringing current industry experience into the classroom.
“As we develop our programmes, particularly at the postgraduate level, we recognise the importance of bringing practical experience from the field into the classroom. This partnership gives us an opportunity to draw on the knowledge of experienced practitioners and strengthen the connection between what we teach and what obtains in professional practice,” he said.
The Sub-Dean of the Faculty of Communication and Media Studies, Dr Barnabas Gbam, described the partnership as a significant contribution to the future of the communications profession, adding that the faculty and university fully backed the initiative.
“Bridging the gap between academics and industry is a major service to the profession and to the next generation of practitioners. We are committed to this initiative, and it has the full backing of the Faculty and, by extension, the University,” he said.
Abdul said the partnership would help universities produce graduates who could compete effectively in Nigeria and the global communications industry by exposing them to current commercial practices and emerging technologies.
“The modern communication landscape is evolving at a breakneck speed, driven by digital convergence and AI. If our universities continue to teach in isolation from current market execution, the talent deficit will only widen at a much faster pace,” he said.
The initiative will target 300- and 400-level students through semester-based industry immersion programmes involving hands-on workshops, portfolio clinics, guest lectures and mentorship from experienced agency practitioners.
Students will also gain practical exposure to campaign planning, media buying, creative strategy and crisis management through sanitised corporate case studies, alongside applications of artificial intelligence in advertising and public relations campaigns.
The agreement also establishes a joint coordination committee comprising faculty members and Drawbridge executives to oversee course design, monitoring and student evaluation. The first workshop series will commence at the university’s main campus in the upcoming academic semester.
Published in Punch Newspaper
https://punchng.com/uniabuja-drawbridge-partner-to-train-advertising-students/