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Internships in marketing: Goals, structures and assessment – Student, company and academic perspectives

Author

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  • Alpert, Frank
  • Heaney, Joo-Gim
  • Kuhn, Kerri-Ann L.

Abstract

Work-integrated learning in the form of internships is increasingly important for universities as they seek to compete for students, and seek links with industries. Yet, there is surprisingly little empirical research on the details of internships: (1) What they should accomplish? How they should be structured? (3) How student performance should be assessed? There is also surprisingly little conceptual analysis of these key issues, either for business internships in general, or for marketing internships in particular. Furthermore, the “answers” on these issues may differ depending upon the perspective of the three stakeholders: students, business managers and university academics. There is no study in the marketing literature which surveys all three groups on these important aspects of internships. To fill these gaps, this paper discusses and analyses internship goals, internship structure, and internship assessment for undergraduate marketing internships, and then reports on a survey of the views of all three stakeholder groups on these issues. There are a considerable variety of approaches for internships, but generally there is consensus among the stakeholder groups, with some notable differences. Managerial implications include recognition of the importance of having an academic aspect in internships; mutual understanding concerning needs and constraints; and the requirement that companies, students, and academics take a long-term view of internship programs to achieve mutually beneficial outcomes.

Suggested Citation

  • Alpert, Frank & Heaney, Joo-Gim & Kuhn, Kerri-Ann L., 2009. "Internships in marketing: Goals, structures and assessment – Student, company and academic perspectives," Australasian marketing journal, Elsevier, vol. 17(1), pages 36-45.
  • Handle: RePEc:eee:aumajo:v:17:y:2009:i:1:p:36-45
    DOI: 10.1016/j.ausmj.2009.01.003
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    References listed on IDEAS

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    1. Janet Di Lorenzo-Aiss & Richard E. Mathisen, 1996. "Marketing Higher Education: Models of Marketing Internship Programs as Tools for the Recruitment and Retention of Undergraduate Marketing Majors," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 7(1), pages 71-84, June.
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    Cited by:

    1. Chiara Mauri & Angelo Di Gregorio & Alice Mazzucchelli & Isabella Maggioni, 2017. "The employability of marketing graduates in the era of digitalisation and globalisation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 103-124.
    2. George Kipreos & Panagiotis E. Dimitropoulos & Vassilios Poulopoulos, 2017. "Internship in Greece: The Case of University of Peloponnese," International Journal of Learning and Development, Macrothink Institute, vol. 7(2), pages 18-26, June.
    3. Castillo-Vergara, Mauricio & Álvarez-Marín, Alejandro & Alfaro-Castillo, Mauricio & Sánchez Henríquez, Jorge & Pizarro Quezada, Ignacio, 2018. "Factores clave en el desarrollo de la capacidad emprendedora de estudiantes universitarios || Key Factors in the Development of Entrepreneurial Capacity of University Students," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 25(1), pages 111-129, Junio.
    4. Di Gregorio, Angelo & Maggioni, Isabella & Mauri, Chiara & Mazzucchelli, Alice, 2019. "Employability skills for future marketing professionals," European Management Journal, Elsevier, vol. 37(3), pages 251-258.
    5. Kanos Matyokurehwa & Isaac Madziva & Kendra Makoni, 2017. "Towards Academic Internship Relevance: A Closer Look at the Perspectives of Supervisors and Students," Journal of Entrepreneurship and Business Innovation, Macrothink Institute, Journal of Entrepreneurship and Business Innovation, vol. 4(2), pages 1-1, December.
    6. Cristian Virgil Marinaș & Simona Irina Goia (Agoston) & Ramona Ștefania Igreț & Laura Elena Marinaș, 2018. "Predictors of Quality Internship Programs—The Case of Romanian Business and Administration University Education," Sustainability, MDPI, vol. 10(12), pages 1-19, December.
    7. Shida Rastegari Henneberry & Riza Radmehr, 2020. "Quantifying impacts of internships in an international agriculture degree program," PLOS ONE, Public Library of Science, vol. 15(8), pages 1-28, August.
    8. Ivana Diana, 2019. "Determinants of the Perceived Internship Effectiveness: Exploring Students’ Experiences," Studia Universitatis Babeș-Bolyai Oeconomica, Sciendo, vol. 64(1), pages 45-58, April.
    9. Goia Simona & Marinaș Cristian Virgil & Igret Ramona Ștefania, 2017. "A plea for quality in internship programmes – evidence from the business and administration students’ experience," Management & Marketing, Sciendo, vol. 12(1), pages 49-60, March.
    10. Mihaela PACE?ILA & Ruxandra-Irina POPESCU, 2022. "Analysis Of Students’ Expectations Regarding Internships," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 14(1), pages 41-54, March.

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