A stakeholder framework for designing and directing effective marketing internships

Jeffrey Hoyle, Sean Goffnett

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

Abstract

Purpose - This article explores stakeholder relationships in a marketing internship program to increase understanding of key stakeholder actions and expectations and to present a framework for program design and administration. Method/Design and Sample - Building on a literature review of work that surrounds internships and stakeholder theory, this paper utilizes a qualitative grounded theory approach to conduct an exploratory stakeholder analysis of key stakeholders to understand relationships in the design and delivery of a marketing internship program. Results - This study introduces a framework that aims to facilitate a more thorough and inclusive marketing internship program and suggests a more complete delivery approach through continued involvement of key stakeholders. Primary internship stakeholders include students, employers, and university faculty and administration. Secondary internship stakeholders that have a relevant association with a marketing internship program include parents, alumni, industry groups, and accrediting agencies. Value to Marketing Educators - This paper expands the application of stakeholder analysis to marketing education and establishes a framework for facilitating an inclusive marketing internship program. Results provide a greater understanding of primary internship stakeholders and offer a number of implications for marketing educators.

Original languageEnglish
Pages (from-to)1-15
Number of pages15
JournalJournal for Advancement of Marketing Education
Volume21
Issue number1
StatePublished - 2013

Keywords

  • Experiential learning
  • Marketing internship
  • Stakeholder analysis
  • Work-integrated

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