Marketing Higher Education: Models of Marketing Internship Programs as Tools for the Recruitment and Retention of Undergraduate Marketing Majors

ABSTRACT Practitioners and marketing academics believe that the 1990's will see a greater need for marketing internship programs (MIPs). A substantial shift in the demographic trends for traditional aged college students 18 to 24 years old from 30,350,000 in 1980 to 25,231,000 will occur by the year 2000. This decrease of prospects for institutions of higher education will stimulate a significant rise in competitive efforts to recruit and retain undergraduate students. Such efforts may include increases in financial aid, scholarships, housing facilities, co-curricular activities and/or the hiring of more specialized faculty. Notably, they will also result in a modification of the curriculum. It is this curriculum transformation which will continue to accelerate the introduction of marketing internship programs into academia. This article will explore four alternate models of MIPs: (1) the Faculty Model, (2) the Faculty/Administrative Model, (3) the College of Business Administration Model and (4) the Administrative Model. These models present options for any level of commitment from the College Internship Office to the College of Business faculty. The implementation of any of these models will provide a plausible approach to offering the best possible MIP while contributing to overall college recruitment and retention efforts.