Introducing your students to new trends in marketing internshipsJanuary 21, 2011 at 10:56 am | Posted in Uncategorized | 1 Comment
Marketing students today have more exciting options than any of their predecessors. One growth area is image making, whether it’s in politics or products. BP is a case study in trying to reverse a negative image after the catastrophic oil spill. There are many informative resources to introduce your marketing majors to new trends that showcase internship opportunities.
- International marketing: China’s President Hu Jintao landed in Washington this week accompanied by a Chinese advertising blitz meant to showcase its “soft power,” using images of ordinary Chinese citizens and celebrities like NBA star Yao Ming, Web tycoon Jack Ma, and a quartet of fashion models in a minute-long ad. The Chinese-produced video—to run on television and 300 times a day in New York’s Times Square for a month—is aimed at showing Americans a different face of China. Rather than a rival accused of manipulating its currency and siphoning U.S. jobs, Beijing wants Americans to think of sports stars, Internet entrepreneurs, and astronauts. (The Wall Street Journal Jan. 19). Encourage your students to explore global marketing internships.
- Professional resources: Before students make an appointment with you about an internship, suggest that they read the latest news in AdvertisingAge. For example, the front page online article (Jan. 19) dealt with branding. “Brands were once the cornerstones of consumer culture. With the ascendancy of social media, consumers increasingly subsume brands. They’re now the producers and the consumers. Meanwhile brands are sidelined to serving ‘content.’ Which, sadly, makes marketers sound like caterers: ferrying drinks to VIPs at a cocktail party, desperately hoping everybody likes the appetizers. Advertising, long acknowledged as both taste-maker and toastmaster in American culture, is now mostly a facilitator.” Students may want to refine their internship goals based on current trends toward social media.
- The American Marketing Association (AMA): The AMA has an Ask the Expert columnist for students. The expert is the internship coordinator for the Department of Journalism at Ball State University and has worked with more than 2,200 interns since 1992. If your students have questions, they can submit them to firstname.lastname@example.org. Sample questions include the following: If I want a career in international marketing, is a marketing degree equal to an international marketing degree? I go to school part time and work full time. The marketing experience I’m getting is not in my preferred field and I worry I will not be able to land a job with my experience. What should I do?
- Internships.com: Suggest that your students study the wide range of marketing listings on the Website. If a student wants an internship in fundraising and events, the Cal Ripken, Sr. Foundation in Baltimore seeks a resource development intern. The Foundation helps to build character and teach critical life lessons to disadvantaged young people through baseball- and softball-themed programs. Another marketing internship option is genYcapital, offering part-time virtual internships. The company wants marketing interns who can learn the art of social network marketing and help with a Facebook and LinkedIn campaign targeting college sophomores and juniors. Reviewing the hundreds of marketing postings will help students broaden their own searches.