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Marketing students will soon have a new opportunity to gain valuable skills and work experience - while they're still at university.

Students studying direct marketing are being offered the chance to participate in a four-month work placement at the "direct marketing summer school".

The project is a joint initiative between the Institute of Practitioners in Advertising (IPA) and certain marketing and advertising agents.

Amanda Phillips, chief executive of Proximity London, one of the agencies involved in the scheme, said: "This is a must for any graduate serious about entering the agency business. It is a real example of the IPA's commitment to opening the doors to fresh talent."

The placement programme will run from June to September. Participating students will be able to gain experience of agency life, getting involved in different aspects of direct marketing and developing the skills required to deal with clients.

Participants will also be rewarded with a prize of £1,000 each.

Recent research suggests that students are becoming increasingly aware of the value of work experience - and many are prepared to give up weeks or even months of their free time for no payment.

With the numbers of people in higher education still growing, students are finding that relevant work experience on their CVs is almost as important as their qualifications.