Throughout this module I have learned why adhering to and compliing with professional and ethical standards is crucial to being a successful admissions representative. Ethical standards help establish trust between an institution and the students, businesses, and communities that it serves. I have also learned that exceptional customer service skills is the foundation of that relationship. A positive attitude, setting realistic expectations, and clearly presenting accurate information are all vital to setting a student up for success. Most importantly, student success equals success for the institution, business, and communities that they serve.