A Stakeholder Framework for Designing and Directing Effective Marketing Internships

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.