Key words
Internship, IWETO code S191 market study
Objectives
The internship is the final part of this training.Students therefore will have to prove they are sufficiently capable of using knowledge and skills acquired during all of the training in practice.
In work internships, students moreover have to function well in a real job and meet the same requirements as all other employees.
In project internships, the student team, consisting of two students, has the part of a junior marketing consultant. This means they take on a marketing issue (competition analysis, distribution audit, customer satisfaction study, sales organisation audit, CRM project, brand recognition study, communication analysis …). After a thorough briefing, students draw up a plan of activity, determine the method to use and execute primary and secondary research. They find specific answers to the questions of their company, try to fathom the marketing background of the issue and even bring suggestions and marketing advice. In order to be considered for project internship, students have to meet certain basic requirements! These students also have to take part in a session on qualitative marketing research.
Internships should also show whether students are sufficiently competent in: social skills (working on one's own, working in a team), sense of responsibility, communicative skills (spoken and written), critical attitude, meticulousness and working towards a solution creatively.
The choices offered should allow students to pick an internship that is in line with their personal preference and later choice of a job.
Topics
Students can choose between work internship in a company / organisation and a project internship commissioned by a company / an organisation. In order to be considered for project internship, students have to meet basic requirements.
During work internship, assignments may vary: strategic work, communication tasks, sales and account management tasks, … Work internship forms the basis of a paper that gives theoretical underpinning to a marketing subject relevant for the company or sector.
During project internship, students work in pairs on research (a marketing project) commissioned by an organisation. Coaching is done by Hogeschool Gent supervisors who guide, monitor, correct and motivate students. The organisation also appoints a mentor, who briefs the student team, consults with them on feasibility, execution, means and timing and who supplies them with all necessary information.
At the end of project internship, students write out a full report. Both company mentors and Hogeschool lecturers attend the presentation and defence of the paper and partake in the assessment of students.
Prerequisites
Students have acquired knowledge, skills and attitudes taught in any course of their training.
Final Objectives
Skills:
- Capacity of thinking and reasoning;
- Capacity of critical refection;
- Ability to work on one's own;
- Consulting sources;
- Acquiring and processing information;
- Being able to argue;
- Coordinating and steering a team;
- Following up on various marketing assignments;
- Knowing where one can get further training;
- Knowing recent developments in the profession;
- Being guided by the profession's deontology;
- Setting up and running an efficient administration, keeping an efficient filing system;
- Using calendar and time management;
- Applying techniques of reporting.
Attitudes:- Sense of responsibility;
- Reliability;
- Loyalty;
- Engagement;
- Integrity;
- Sense of cooperation;
- Critical attitude;
- Eye for quality;
- Meticulousness;
- Attitude for lifelong learning;
- Inquisitiveness;
- Confidence;
- Awareness of image;
- Service attitude;
- Willingness to listen;
- Readiness for innovation;
- Flexibility;
- Sense of order and neatness;
- Assertiveness;
- Perseverance;
- Capacity for realization;
- Immunity to stress;
- Self-reliance;
- Awareness of quality, loyalty, assertiveness in contacts with the employer;
- Clear view of the organisation and the importance of one's own part in it;
- Vigilance over confidentiality;
- Willingness to take up responsibility;
- Readiness to contact customers, colleagues, co-workers and outsiders;
- Commercial view, empathy, persuasiveness, awareness of quality in contacts with the customer;
- Assertiveness, empathy, loyalty, solidarity, willingness to cooperate in contacts with fellow workers;
- Service orientation towards customers and co-workers;
- Openness
- Being able to handle conflict;
- Awareness of quality;
- Sense of comprehensiveness;
- Practical orientation;
- Eye for detail without losing oneself in them;
- Willingness to refine a solution step by step;
- Sense of initiative;
- Keeping up professional reading;
- Willingness for permanent professional training;
- Sense of relativity;
- Immunity to work stress;
- Willingness to get advice oneself;
- Assessment of own ability when the limits of competence or knowledge are transgressed.
Materials used
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Brochures
Study costs
Expenses for reaching the company;
Expenses linked to the paper;
Expenses linked to job application training;
Any expenses for internship, including those for medical examination, are borne by students.
Study guidance
Personal monitoring by a coach (lecturer) and a mentor (company).
Work internship:
The organisation's mentor guides daily work. The lecturer intervenes when problems arise, has at least one assessment consultation with the mentor and coaches the production of the paper that goes with the work internship.
Project internship:
A marketing project internship is viewed as a contract for marketing advice, with three parties: the student, the organisation and Hogeschool Gent. The organisation's mentor briefs students and attempts to give a clear view of the organisation's problem. Feasibility, execution, means and timing are discussed. At regular intervals, there is consultation between students and mentor. The lecturer is responsible for good progress. He / she shares experience and knowledge at regular intervals and helps the students overcome problems and low points. He / she guides, monitors, corrects and encourages. At the end, both coach and mentor assess students' work and their performance in a presentation.
Teaching Methods
Students' own contribution;
The internship organisation determines the language of communication;
The final paper is normally written in Dutch, unless otherwise agreed upon.
Assessment
First exam session:
Assessment has 3 aspects:- The lecturer assesses performance during internship using his / her own findings and advice of the organisation's mentor;
- The paper's contents and form are assessed;
- Oral presentation and defence are assessed.
Marks for work internship are distributed thus:- Internship assessment: 50%
- Paper: 30%
- Presentation / defence of paper: 20%
Marks for project internship are distributed thus:- Project assessment: 40%
- Research report: 30%
- Presentation: 10%
- Defence: 20%
Second exam session:
Marks for internship assessment are transferred to the second exam session.
Papers are to be revised and the new version defended orally.
Students registered for the examinations only:The same as for regular students, in either session.
Lecturer(s)
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