Marketing Internship


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Marketing Internship

  1. 1. Marketing Department Internship Program Winter Intersession 2010 December 28, 2009 – January 15, 2010 Revised November 19, 2009
  2. 2. Marketing Department Internship Program Table of Contents I. Marketing Department Internship Program Overview Marketing Department Internship Program Overview…………………………………………………….…3 III. Internship Assignments and Evaluation Criteria..................................................................5 3. HOST COMPANY MARKET ANALYSIS (35 points). ...............................................................5 5. HOST COMPANY’S EVALUATION OF STUDENT INTERN (25 points). ....................................5 Host Company Evaluation Form......................................................................10 Intern Application Form................................................................................................................11 2
  3. 3. I. Marketing Internship Program Overview The Marketing Department Internship Program is designed to provide students with experiential learning opportunities in which they apply course concepts and skills in the areas of marketing, marketing research, advertising, and professional sales. Internships may be paid or unpaid and internship credits and grades are at the discretion of the University of Connecticut Internship Instructor. The Marketing Department Internship Program also offers internship sections for Marketing and Business majors and Non-business majors who are completing the Certificate in Professional Sales. FOR BUSINESS MAJORS: Professional Practice in Marketing (MKTG 4891) Track 1: Professional Sales Internship. For Marketing and other Business majors who are completing the Certificate in Professional Sales. Prerequisite: MKTG 3452. Internships must be approved by the Instructor, Brian Brady ( PLEASE NOTE: While Marketing and other Business majors are required to take an internship to obtain a Certificate in Professional Sales, they are NOT required to take it for credit. Track 2: Marketing Internship. For Marketing majors interested in marketing internship opportunities other than sales. Examples include: general marketing, product and brand management, marketing research, advertising, new media, public relations, and sales promotion positions. Prerequisites: Marketing majors only; MKTG 3101. Internships must be approved by the Instructor, Brian Brady ( FOR NON-BUSINESS MAJORS: Special Topics: Practicum in Professional Sales (BADM 4895) For Non-business majors who are completing the Certificate in Professional Sales or the Business Minor in Professional Sales. Prerequisite: BADM 3752. Internships must be approved by the Instructor, Brian Brady ( Please Note: Internships for Non-Business majors MUST BE TAKEN FOR CREDIT to satisfy the requirements for the Certificate in Professional Sales and the Business Minor in Professional Sales. Details for Internships • Students must register for MKTG 4891 or BADM 4895, for 3 course credits, and grading will be on a "Satisfactory / Unsatisfactory" basis on five evaluations (see attached Internship Assignments and Evaluation) • An intern must work a minimum of 120 hours over a minimum of a four week period. • Internships are ONLY available for Winter Intersession and Summer Session 1. • A maximum of 3 credits of MKTG 4891 can be counted toward elective credits for the Marketing Major. • All interns must abide by Host Company and University of Connecticut Rules, Regulations and Code of Ethics. 3
  4. 4. II. How to Apply for a Marketing Department Internship To apply for an Internship: • Complete either the Intern Application Form included in this packet, and submit it via e-mail to • If you know of a Host Company at which you would like to do an internship, have the Host Company contact to obtain a Host Company Application Form. Internship Review and Approval: • Your internship application form will be reviewed by Brian Brady. • Your Host Company must also have an approved Host Company Application Form (see page 10). • All internships MUST BE APPROVED PRIOR TO beginning the internship. • All PREREQUISITES MUST BE COMPLETED prior to beginning the internship. There are no exceptions. • Once both forms have been approved you will receive an email approval. To register: • Once you have received an email approval from Brian Brady, send an email with the following information to  The approval email from Brian Brady, your resume, along with a request for a permission number for the specific section of interest (MKTG 4891 or BADM 4895).  Your NETID  Host Company Name and contact information III. Important Dates and Fee Structure Applications for internships will be processed: September 15 through November 10, 2009 Registration via PeopleSoft: Winter Intersession by November 15, 2009 Fee Structure: 4
  5. 5. III. Internship Assignments and Evaluation Criteria There are five Evaluation Tools (see below). Details on grading are provided on pages 5-6. Evaluation Tool Graded by: Percent of Grade Internship Role and Responsibilities* UConn Instructor 10% Introspection and the Internship* UConn Instructor 10% Host Company Market Analysis PowerPoint* UConn Instructor 35% Host Company Market Analysis Presentation* UConn Instructor 20% Host Company Evaluation Host Company Supervisor 25% TOTAL 100% *Assignment Deadline: All assignments must be submitted via Husky CT by January 19, 2010. 1. INTERNSHIP ROLE AND RESPONSIBILITIES ASSIGNMENT (10 points). • Describe your role as an intern (department/reporting/responsibilities). • Describe the role this job (or department) plays in the marketing/sales strategic analysis of the host company. DELIVERABLE: maximum 2 pages, 12 pt font, 1 inch margins, double-spaced. Electronic submission only. 2. INTROSPECTION AND THE INTERNSHIP ASSIGNMENT (10 points). • Conduct a before/after analysis of your personal/professional skill set and the effect of the internship on your skill set. • Are you interested in working for this company after graduation? Describe why or why not as related to training programs, entry level job opportunities, evaluation and promotion policies, corporate atmosphere. • Would you recommend this internship position to another UConn Student? Describe why or why not. DELIVERABLE: maximum 2 pages, 1 inch margins, double-spaced. Electronic submission only. 3. HOST COMPANY MARKET ANALYSIS (35 points). ASSIGNMENT: MARKET ANALYSIS POWERPOINT (see p. 6). DELIVERABLES: An electronic copy of a PowerPoint presentation to the UConn Instructor and Host Company. REQUIRED COURSE MATERIALS: Duarte, Nancy (2008), Slideology: The Art and Science of Creating Great Presentations; O'Reilly Media, Inc.; (ISBN-10: 0596522347; ISBN-13: 978-0596522346). 4. MARKET ANALYSIS OF HOST COMPANY PRESENTATION (20 points). A 12-15 minute oral presentation based on your PowerPoint delivered to the Marketing Department (dates and location to be determined). 5. HOST COMPANY’S EVALUATION OF STUDENT INTERN (25 points). The Host Company will provide input on the Intern’s job performance and an assessment of the Intern’s market analysis. 5
  6. 6. GRADING. Grading is on a Satisfactory/Unsatisfactory basis. To receive a Satisfactory Grade, an Intern must score an 80% for the overall evaluation, and must not receive lower than an 80% on any individual assessment score. HOST COMPANY MARKET ANALYSIS POWERPOINT PROJECT GUIDELINES The electronic PowerPoint should include the following with a narrative: SLIDE 1. Your Name, Supervisor’s Name & Title, Host Company, Dates of Internship, UConn Internship Instructor BRIEF HISTORY OF HOST COMPANY with details on specific changes/trends within the past 12 months and MISSION STATEMENT. HOST COMPANY’S CURRENT OFFERING(S). Identify up to two of the HOST COMPANY’s current “offerings” (brand/product/ service) or “offerings” under development. Detail the following. • Target Audience – Profile the target audience (e.g., customer profile: demographics, psychographic, geographic; business profile: client size, geographic). • Pricing Strategy – Detail the pricing policies, e.g., penetration pricing, market leader pricing. • Distribution Strategy – Describe the distribution channels used to get this offering to the target customer • Promotions Strategy – Discuss advertising, promotion, digital media activities designed to communicate with the target customers. • Sales Strategy – Discuss sales plan to develop new business and maintain business relationships. COMPETITOR ANALYSIS. Who are the key competitors for this product/audience? What are their competencies? How do the competitors rate relative to the HOST Company? Below is an example of how to present this analysis. Tailor this chart to communicate the competitive analysis related to the HOST Company. 6
  7. 7. HOST COMPANY COMPETITOR A COMPETITOR B COMPETITOR C Key element of positioning Product Pricing Promotion Distribution Sales Other key attributes relevant to the Host Company 7
  8. 8. SWOT ANALYSIS. Strengths/Weaknesses/Opportunities/Threats Analysis. Strengths and Weaknesses are evident from an internal analysis of the company, whereas, Opportunities and Threats are evident from an environmental analysis related to the company. Complete the following SWOT CHART for the HOST COMPANY. STRENGTHS: WEAKNESSES: A firm’s strengths are its resources and competencies. What does the HOST COMPANY do well particularly relative to the competition? Examples might include strong brand/corporate image, competitive pricing model, intellectual capital, strong channel relationships. What could the HOST COMPANY improve upon particularly relative to the competition? What are the weaknesses within the company? Weaknesses are often the flipside of strengths, e.g., unknown reputation, lack of competitive pricing, etc. OPPORTUNITIES: THREATS What are the opportunities for growth? Examples might include: unfulfilled customer needs, new target audiences, new product development opportunities, new media strategies, regulatory changes. What trends could harm the company? Examples include: competitive actions, mergers, environmental policies, regulatory changes, economic conditions. CONCLUSIONS AND RECOMMENDATIONS. Highlight the important strengths, weaknesses, opportunities and threats for HOST Company. Provide conclusions and recommendations based upon the market analysis. PRESENTATION MECHANICS. Presentation has no misspellings or grammatical errors. PRESENTATION ORGANIZATION. Logical, interesting sequence which reader can follow. 8
  9. 9. INTERN EVALUATION FORM (to be completed by UConn Instructor) Student Intern: _________________________________ NETID: _________________________ UConn Instructor: _______________________________________________________________ Evaluation Component Points Possible Internship Role and Responsibilities 10 Describe the role of the internship job (department/reporting/ responsibilities) 3 Describe the role this job (or department) plays in the big picture strategic analysis of the host 7 company Introspection and the Internship 10 Describe why you took this internship. Conduct a before/after analysis of your 5 personal/professional skill set and the effect of the internship on your personal/ professional skill set Determine how this internship experience has influenced your future career plans. 5 Host Company Market Analysis (see page 5 for details ) 35 Presentation Components 27 Presentation Mechanics 2 Presentation Organization 6 Host Company Market Analysis Presentation (see details below) 20 Nonverbal Skills 10 Verbal Skills 10 Host Company Evaluation (see page 7) 25 TOTAL 100 NONVERBAL Points awarded Points awarded Points awarded Points awarded SKILLS 5 4 3 2 EYE CONTACT Holds attention of entire Consistent use of direct eye Displayed minimal eye No eye contact with audience with the use of contact with audience, but contact with audience, audience, as entire report is direct eye contact, seldom still returns to notes. while reading mostly from read from notes. looking at notes. the notes. POISE Student displays relaxed, Makes minor mistakes, but Displays mild tension; has Tension and nervousness is self-confident nature about quickly recovers from trouble recovering from obvious; has trouble self, with no mistakes. them; displays little or no mistakes. recovering from mistakes. tension. VERBAL SKILLS Points awarded Points awarded Points awarded Points awarded 5 4 3 2 ENTHUSIASM Demonstrates a strong, Occasionally shows positive Shows some negativity Shows absolutely no positive feeling about topic feelings about topic. toward topic presented. interest in topic presented. during entire presentation. ELOCUTION Student uses a clear voice Student’s voice is clear. Student’s voice is low. Student mumbles, and correct, precise Student pronounces most Student incorrectly incorrectly pronounces pronunciation of terms so words correctly. Most pronounces terms. terms, and speaks too that all audience members audience members can Audience members have quietly for a majority of can hear presentation. hear presentation. difficulty hearing students to hear. presentation. 9
  10. 10. University of Connecticut School of Business Marketing Department Internship Program Host Company Evaluation Form Host Company: ______________________________________________________________________ Student Intern: _______________________________________________________________________ Dates of employment: _________________________________________________________________ Please indicate your evaluation of the student named above on the following characteristics: Eval Very Below Avera Above Excelle uation of Student Intern Poor Average ge Average nt Analytical skills Conceptual abilities Interpersonal abilities Communication skills Professionalism (attitude, appearance) Punctuality, Dependability Overall job performance Assessment of Market Analysis Future interest in Intern Yes No We plan to offer this student full-time employment. If we had a position available, we would offer this student a full-time position. Future interest in UConn Interns Yes No We would like to participate in your internship next year. Additional comments related to this student intern or the UConn Internship program Supervisor’s Name (Print):_________________________________________ Title: ______________________ __________________________________________________________ ________________ Supervisor’s Signature Date Please email to: Brian Brady, University of Connecticut, Marketing Internship Unit 1041-MKTG 2100 Hillside Road, Storrs, CT 06269-1041 10
  11. 11. University of Connecticut School of Business Marketing Department Intern Application Form Please check: Sales Marketing Applicant’s Name: __________________________________________________________ Term: Please check: Winter Intersession 2009-2010 Summer 2010 Contact Information Identification PeopleSoft: NetID: e-mail Cell Phone # Address **ATTACH RESUME: Your application will not be processed unless your resume is attached. List employment interest: Marketing List desired industries/companies Research, Branding, Advertising, Marketing, PR, Sales Promotion, Sales Support 1. 1. 2. 2. 3. 3. Preferred location City, State Radius you are willing to travel Special Requirements: Please specify Return by Husky e-mail to: Brian Brady, University of Connecticut, Marketing Internship Unit 1041-MKTG 2100 Hillside Road, Storrs, CT 06269-1041 11
  12. 12. University of Connecticut School of Business Marketing Department Host Company Application Form Internship Term: Please check: Winter Intersession 2009-2010 Summer 2010 Company Information Company Name Company Address Company Website Contact Person Name Title Telephone: e-mail: Intern Supervisor Name Title Telephone: e-mail: Internship Type Please check: Sales___ Marketing ___ Other___ Brief description of job duties Special skills needed Wage Hourly wage: $ Not Paid Internship dates From: To: My company and company employees agree to adhere to the requirements of the University of Connecticut School of Business Marketing Department Internship Program which includes [Name of Company]’s evaluation of the student upon the internship’s completion. I understand that by participating in the Marketing Internship Program, student interns will be permitted to use information acquired during the internship for educational purposes, including, but not limited to, presentations and other student assignments. Such information may include, but will not be limited to, [Name of Company]’s strengths and weaknesses, pricing strategy, distribution strategy, promotions strategy, sales strategy and target audience. I understand that this information will not be used for any purpose other than educational purposes. On behalf of [Name of Company], I consent to such activities. _____________________________ _____________________________ 12
  13. 13. Internship Supervisor Date Duly Authorized 13