VIRTUAL UNIVERSITY OF PAKISTAN FORMAT OF INTERNSHIP REPORT For MBA (Marketing)

1. Title page The title page of the report will include: i. ii. iii. iv. v. Name of the organization Name of the internee, Student ID and session Submission date of internship report Name of the University VU logo

2. Letter of Undertaking You are required to fill in the Letter of Undertaking provided in the Downloads tab on VULMS of the course and attach here the scanned copy after signing it. 3. Scanned copy of the internship certificate (provided by the organization) Attach the scanned copy of your (original) Internship Completion certificate provided by the organization. 4. Dedication (Optional)
If you want to dedicate your work to someone, you may write the dedication note under this section of your internship report.

5. Acknowledgement
In this section, you acknowledge the help and support of all the people who helped you in completion of your internship and internship report e.g. the library staff, course instructor, family or any other person.

6. Executive summary
Executive summary previews every section of the report in a short form. It can be called as micro image of the report. It helps the reader to get a quick glance at the report before reading it in detail. Everything important that you have done, discovered and concluded should be mentioned but briefly and concisely.

7. Table of contents i. ii. List the important headings and sub headings in the report with their respective page numbers. Also make a separate list of tables and figures in the table of contents if you have used any. 8. Overview of the organization (minimum word limit: 800-1000 words) i. ii. iii. iv. Brief history Nature of the organization (Justify the classification of the business like consumer consumable, consumer durable or services organization) Product lines and brand portfolio of the organization Strategies of branding used by the organization like source brand strategy, line brand strategy, umbrella brand strategy, range brand strategy, product brand strategy etc. v. vi. List of main clients List of main competitors

9. Organizational structure (minimum word limit: 700-900 words) i. ii. iii. iv. Organizational hierarchy chart Number of employees Introduction of all the departments Comments on the organizational structure (It includes departmentalization, chain of command, span of control, centralization and decentralization)

Note: In section #7-8, students are expected to collect information from various sources such as within the organization (managers, internship supervisor and other concerned persons) and company website, documents, brochures etc. (official website of the organization) but it is necessary to mention the sources of information in APA format.

10. Plan of your internship program (minimum word limit: 200-300 words) i. ii. iii. A brief introduction of the branch/head office where you did your internship Starting and ending dates of your internship Names of the departments in which you got training and duration of your training

11. Training program (minimum word limit: 1800-2000 words) i. ii. iii. Detailed description of the operations/activities performed by the department(s) in which you worked Detailed description of the tasks assigned to you OR Detailed description of the project assigned to you

12. Structure of the Marketing department (minimum word limit: 500-600 words) i. ii. iii. Department hierarchy Number of employees working in the Marketing department Marketing operations

13. Functions of the Marketing department (minimum word limit: 1000-1200words) i. ii. iii. iv. v. Segmentation strategy Target marketing strategy Product planning, development & management Positioning Pricing strategy

vi. vii.

Distribution strategy Promotional strategy

14. Structure of the Sales department (minimum word limit: 500-600 words) i. ii. iii. Department hierarchy Number of employees working in the sales department Sales operations

15. Functions of the Sales department (minimum word limit: 800-1000 words) i. ii. iii. Sales methodology Type of selling like personal selling, door to door selling etc Sales returns procedures

16. Customer Services department (minimum word limit: 1000-1200 words) Process of developing relations with customers Techniques of retaining customers Techniques of attracting new customers Ways of handling different kinds of customers like furious customers, problem creating customers etc 17. Critical Analysis (minimum word limit: 400-500 words) Relate the theoretical concepts which you have studied during your degree program (MBA) with the practical experience during your internship in the organization. 18. SWOT analysis of the organization (in bullets) (minimum word limit: 300-400 words) SWOT analysis clearly describes the strengths, weaknesses, opportunities and threats to the organization in which you have done internship. Remember that strengths and weaknesses are internal to the organization and represent its culture while opportunities and threats correspond to the environment outside the organization. It is required to be discussed in bullets.

19. Conclusion (minimum word limit: 100-200 words) 20. Recommendations for improvement (minimum word limit: 100-200 words) It is required to be discussed in bullets. Note: Section # 09-19 are NOT expected to be copied from anywhere, the student must provide information in these sections based on his/her personal observation, learning and experience gained during the internship. Cheating or copying in these sections is NOT acceptable and hence the entire internship report can be completely rejected as per ZERO TOLERANCE POLICY of the university. The university may also take a legal action according to plagiarism policy as defined by HEC (Higher Education Commission). 21. References (in APA format)
In this section, provide all the references and sources in APA format that you have used for data collection in your Internship Report.

22. Annexes At the end of your report, attach all of the supportive material you have used for the preparation of your report, like brochures, forms, newsletters, interviews, and questionnaire

NOTE Complete all the required parts as mentioned in the format of Internship Report. Remember, each part is essential, therefore, DO NOT skip any part as every part is included in evaluation criteria. Minimum words required for internship report are 8000 10,000.

There should be harmony among the ideas that you describe in the Critical analysis, SWOT analysis, Conclusions and Recommendations. Internship Report should be submitted within the due date as mentioned in the Semester Calendar. Submissions made after due date shall not be considered. Students are required to upload their Internship Reports on VULMS of the course against the relevant assignment. Internship Reports submitted via e-mail will not be accepted. Students can upload their Internship Reports only once that will be considered as their final submission and will not be replaced in any case.