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Department of Marketing Management COLLEGE OF ARTS AND SCIENCES San Beda College Mendiola, Manila

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PRACTMK HANDBOOK

PART 1 INTERNSHIP SCHOOL YEAR 2014 - 2015


This handbook intends to guide the students who will take PRACTMK as well as the professors who will handle the subject. This handbook contains the policies, guidelines, processes, requirements, and grading system related to the course. At the latter part of the handbook, all the forms and formats of the paper are also included.


TABLE OF CONTENTS Course Description.................................................................................. 2 Part I. Internship Program ........................................................................... 3 Who can take the Internship Program?.................................................... 3 What type of organizations can the student apply for? ............................. 3 What are the tasks/functions should the organization give the interns? .... 4 What is an Internship Orientation? Do students need to attend this activity? .................................................................................................. 4 How many hours should a student render to the organization that he/she will be working for?.................................................................................. 4 Can an intern transfer to another organization at the middle of his/her internship? .............................................................................................. 4 What is an Internship Coordinator? What are his/her functions? .............. 4 How should a student prepare for the Internship Program?...................... 4 As soon as a student gets accepted what will he/she do next?................. 5 What are i-wars? ..................................................................................... 5 When should an i-war be submitted? ....................................................... 5 What should the 1st i-war contain? .......................................................... 6 How should a working student go about his/her Internship Program?....... 6 What should a student do if he/she is asked to go overtime? ................... 6 After completing 300 – 350 hours of OJT, what will a student do next? .... 6 Until when can a student finish his/her internship? ................................... 7 After the internship, what are the other requirements that a student must accomplish?............................................................................................ 7 When does a student need to submit all the requirements? ..................... 8 How will a student be graded?................................................................. 9 What are the rules against cheating and plagiarism? ............................... 9 Sample Forms and Documents ............................................................... 9


• provide the students exposure to actual business operations and current trends in the Marketing profession; • enable the student to relate and apply the concepts and theories learned in the classroom to actual business settings; • develop the students’ interpersonal, intercultural, and problem-solving skills; • guide students in strengthening the following values: the realization of the dignity of labor; adherence to policies, rules and regulations; humility; and desire to be of service to others; and • strengthen the formation of Filipino Christian values with emphasis on nationalism, intellectual and moral integrity, respect for human rights, and commitment to peace and care for the environment.

COURSE DESCRIPTION

PRACTMK is a 6-unit course that enables the students to apply the concepts and theories they have learned in a real corporate setting. The subject has two major parts. The first is the internship wherein students are required to have an on- the-job training in an organization that would help enhance their skills in marketing. The internship commences in summer before their senior year. In the second part of the course, which will commence on the succeeding semester, students will be asked to conduct a market research and write a marketing paper (a choice on the following: marketing plan, advertising plan, public relations plan, sales plan, direct marketing plan, or e-marketing plan) on the company that the student has worked for during his/her internship. At the end of the course, the students will orally present a marketing research and plan before a panel. The course aims to:


PART I. INTERNSHIP PROGRAM Each year, a large number of graduates from business schools remain unemployed not for lack of vacancies but for lack of skills needed for the job. Many new graduates may be knowledgeable but are lacking in opportunities and experience that would enable them to apply the theories they learned in the classroom to actual practice. Student perception varies with Firm (companies) expectations, hence, the gaps. To narrow these gaps in their education, the Marketing Management Department developed an Internship Program that seeks to provide the marketing students a venue to expose themselves to the realities of the marketing profession. The internship program requires the students to complete a minimum of 300 hours (maximum of 350 hours) of service to an organization that carries marketing functions. At the end of the internship/on-the-job training (OJT), students are required to submit an internship portfolio which includes a compilation of his/her i-wars, assessment of the practicum program and experience, a critique of the organization’s marketing operation, recommendations, and action plan.


WHO CAN TAKE THE INTERNSHIP PROGRAM? All incoming senior students who have PASSED all subjects from MKC01 – MKC08 and intend to enroll in PRACTMK on the 1st semester of AY 2013-2014 are eligible to take the Internship Program. A student who has a 5, DF, or DV in any of the major subjects (MKC01 – MKC08) will not be allowed to take the Internship Program. Likewise, a student who has an INC in any of the subjects mentioned above will not be allowed to have his/her internship.

Students are required to submit a copy of their grades to the Internship Coordinator. Take a screen capture (print screen) of your grades from your student module and email it to your coordinator. If a student still went on with his/her internship even if he/she failed in any subject from MKC01 – MKC08 and/or failed to attend the practicum orientation, no credits will be given to the student.


WHAT TYPE OF ORGANIZATIONS CAN STUDENS APPLY FOR? Students may have his/her internship in an organization that has marketing functions/activities. The organization must be: • a medium to large organization that has a department/unit whose function is to formulate and implement marketing activities; • actively engaged in business activities; • operating in an office within Metro Manila; • operating on regular office hours (between 8 AM to 6 PM); • willing to accept interns, • Trade companies train, and assign them • Advertising agencies marketing-related tasks; • Manufacturing companies • Events Management firms • willing to monitor the • Media companies intern’s performance; and • Public Relations firms • Research agencies • Educational institutions • willing to abide by the • BPO companies policies of the • Service firms Department with regard to • Hospitality and tourism internship. • Financial institutions • Non-government organizations • Industry Associations • Regulatory Agencies • Government Organizations


WHAT ARE THE TASKS/ FUNCTIONS SHOULD THE ORGANIZATION GIVE THE INTERNS? The organization that the student will be working for should involve him/her in the marketing activities of the firm. While the student may be given clerical tasks from time to time, most of his/her time with the company should be dedicated to doing marketingrelated tasks.

WHAT IS AN INTERNSHIP ORIENTATION? DO STUDENTS NEED TO ATTEND THIS ACTIVITY? An orientation on PRACTMK will be given to all incoming senior students at the latter part of the second semester of their junior year. During the orientation, all policies and guidelines will be discussed. A student will not be allowed proceed with the internship if he/she fails to attend the orientation.


HOW MANY HOURS SHOULD A STUDENT RENDER TO THE ORGANIZATION THAT HE/SHE WILL BE WORKING FOR? The Internship Program requires the students to complete 300 hours (maximum of 350 hours) of service to an organization. A student who voluntarily goes beyond 300 hours will have additional points. For purpose of monitoring and control, interns are required to have a time card (to be punched in the company’s bundy clock) or time sheet (printed copy of timesheet from the biometrics). This will be submitted to the Internship Coordinator at the end of the internship together with the other requirements.


CAN AN INTERN TRANSFER TO ANOTHER ORGANIZATION IN THE MIDDLE OF HIS/HER INTERNSHIP? A student who wishes to transfer to another organization may do so provided that he/she has rendered at least 150 hours of work in his/her previous organization. The student must inform the Internship Coordinator ahead of time. This is subject for approval of the coordinator. There may be times that the Internship Coordinator will recommend a student to transfer to another firm if the coordinator sees that the learning opportunity is not maximized.

ARE LUNCH BREAKS COUNTED AS OJT HOURS? No. Lunch breaks are not counted. For example, if you are working from 8 AM to 5 PM, it means that you only render 8 hours a day because your lunch break (usually from 12 – 1PM) is not included.


A faculty from the Department will be assigned as the Internship Coordinator. His/her tasks are as follows: • act as the liaison between the school and the participating organizations; • organize orientation and other relevant seminars; • act as mentor of the interns with regard to the internship program requirements; • act as counselor on problems that the interns may have regarding their assignments with the company; • report to the Department Chair the concerns/problems that may be encountered by the interns; • monitor the students’ performance through visits and discussion with their immediate supervisors; and • review, validate and grade the interns’ outputs.

WHAT IS AN INTERNSHIP COORDINATOR? WHAT ARE HIS/HER FUNCTIONS?


HOW SHOULD A STUDENT PREPARE FOR THE INTERNSHIP PROGRAM? After the orientation, a student shall do the following: secure a copy of his grades and submit it to the Internship Coordinator (through email); • scout for organizations that he/she wants to work for; • prepare his/her resume; • prepare the endorsement letters; and • do well in the interviews.


AS SOON AS A STUDENT GETS ACCEPTED WHAT WILL HE/SHE DO NEXT? As soon as placement is assured, the student needs to do the following: Waiver Forms Accomplish the two waiver forms (student and parent/guardian) and then submit them to the Internship Coordinator. The student must keep a copy. Memorandum of Agreement (MOA) If a company requires a Memorandum of Agreement between the school and the organization, a student must help facilitate the completion of the MOA. A copy must be submitted to the Internship Coordinator. Orientation A student should request an orientation/briefing from his/her supervisor. It is highly recommended that the training schedule must have already been mapped out for the interns. A copy of an internship program should also be submitted to the Internship Coordinator. Reporting Interns must follow the schedule of activities as closely as possible under the guidance of the supervisor and must strictly observe the policies of the organization, especially on attendance and tardiness. The student should be willing to be treated like a regular employee, subject to policies and regulations to be enforced by the company.


What tasks did you do? What experiences did you have? What knowledge did you gain? What were your observations and feelings towards your experiences? How were the activities able to help you become a more competent marketer?

WHAT ARE I-WARS?

i-wars are weekly journals that contain the activities and accomplishments that a student has done during the week, as well as his/her learnings and insights. It should answer the following questions, among others:

At the upper left hand portion of an i-war, the following information should be indicated: i-war # Student’s name : Company : Inclusive dates : Number of hours completed so far: __ i-wars are expected to be well thought-out, substantive, and grammatically correct.


WHEN SHOULD AN I-WAR BE SUBMITTED? Submission of i-wars is every Monday, 6 PM. The i-war submitted on a Monday must contain the activities done by the intern for the previous week. i-wars should be emailed to pam_10dro@yahoo.com. The subject field in the email should indicate the i-war number and the inclusive dates.

For example: To Cc Subject

: pam_10dro@yahoo.com : : i-war 2 (March 18 – 22, 2013)

Please put your i-wars in the email message box; no need to save it in an MS Word document. Failure to submit an i-war on time shall constitute deduction of points.


WHAT SHOULD THE FIRST I-WAR CONTAIN? Apart from the intern’s activities, the 1st i-war should also contain relevant information about the organization including the name of the supervisor and his/her contact details. The following should be clearly indicated: Company Company Address Supervisor Contact Number Tasks Office hours Classmates who are also working for that organization The 1st

i-war should be submitted on a Monday after the intern’s 1st day at work. For example, if a student started on Tuesday of this week, he/she must submit his/ her 1 st i-war next Monday.


HOW SHOULD A WORKING STUDENT GO ABOUT HIS/ HER INTERNSHIP PROGRAM? Working students will only be allowed to credit their working hours if their functions in the company are marketing-related A working student should submit a copy of the payslip and certificate of employment from his/her immediate supervisor stating the student’s nature of job in the company. Moreover, a student should also submit a detailed description of his functions and activities in the company. Like the other students, a working student shall also submit the requirements stated herein.


WHAT SHOULD A STUDENT DO IF HE/SHE IS ASKED TO GO OVERTIME? If a student needs to go overtime, he/she must seek approval from the Internship Coordinator. A request should be sent to the coordinator through email (please see template). The intern should also inform the internship coordinator through SMS. Requests must be made at least 2 days in advance. Otherwise, the rendered overtime hours will not be credited. Please make sure that the reasons are valid and are stated clearly. Do not just write, “filing”, or “encoding”. Fill-out the form, ask your supervisor to sign it, scan the form, and email it to the coordinator. When sending an email, the following format should be followed: To : pam_10dro@yahoo.com Cc : Subject : REQUEST FOR OVERTIME - <date of overtime>


AFTER COMPLETING 300 - 350 OF OJT, WHAT WILL A STUDENT DO NEXT? A comprehensive evaluation of the student by the immediate supervisor (specifying the studentâ&#x20AC;&#x2122;s strong points, weak points and recommendations) must be accomplished. The supervisor must thoroughly discuss the appraisal with the student on a personal basis and must ask the student to conform to the recommendations by countersigning the evaluation form (in the presence of the supervisor). The student should also ask his/her supervisor to sign the time card/ sheet and to provide him/her a certificate of completion. It is recommended that a student writes a letter of appreciation to the organization and people whom he/she have worked closely.

UNTIL WHEN CAN A STUDENT FINISH HIS/HER INTERNSHIP? By 29 June 2013, all students must have already finished their internship. Rendered hours after this date will not anymore be credited.


AFTER THE INTERNSHIP, WHAT ARE THE OTHER REQUIREMENTS THAT A STUDENT MUST ACCOMPLISH? After the internship, students should already start working on their internship portfolio using the following format: Title Page (please see template) Table of Contents (please use the Table of Contents feature of Microsoft Word) Part I – The Company ü Company Profile ü Brief History ü Organizational Structure ü Products (if applicable) ü Clients (if applicable) Part 2 – Progress Reports/Outputs ü i-wars ü Outputs i.e. written press releases, marketing plans, web pages, ü Photos


Part 3 – Assessment of practicum program ü What have I learned from my internship (technical)? ü What were my realizations? ü The most memorable event during my internship ü Recommendations for the improvement of the practicum program ü Advice to those who will take their practicum Part 4 - Other Documents ü Letter of Application (if applicable) ü ü ü ü ü ü ü

Resume Memorandum of Agreement (if applicable) Waiver Form - Student Waiver Form - Parent/Guardian Timesheet Evaluation Form from the Supervisor Certificate of Completion


Part 5 – Marketing Plan In this portion, a student should cite one marketing problem of the organization and provide recommendations and action plans that would address the problem. •

Introduction

Market Description and Analysis • Describe the market and industry trends. • If possible, show the company’s market share. • Describe the competition. Cite at least 3 competitors/key industry players and their market shares. Discuss their marketing strategies that could impact your company’s sales performance.


Discuss the current environment/ external factors that affect your company. If possible, discuss how your competitors are responding to these factors/trends.

Problem Statement Discuss the marketing problem • that you intend to solve.

• Objectives of the Marketing Plan Objectives should be SMART – • Specific, Measurable, Attainable, Result-oriented, Time-bound • SWOT Analysis • Points in the SWOT Analysis should be based on your assessment of the company and market analysis.


• Alternative Courses of Action (ACA) • These are possible solutions to the problem stated. The pros and cons of each ACA must be provided. •

Recommendation Chosen ACA and the reason why • it was chosen.

• Marketing Strategies Discuss your marketing strategies • in terms of: • Target Market • Product • Price • Place • Promotion


Specific Action Programs The marketing strategies are then • translated into specific action programs. It should answer the following questions: What will be done? • When will it be done? • How will it be done? • Who will do it? • What are the costs? •

• References


THE REPORT WILL BE EVALUATED IN TERMS OF THE FOLLOWING CRITERIA:

CONTENT AND ORGANIZATION 1. All key elements of the assignments are covered. 2. The content is comprehensive, c accurate, and/or persuasive. 3. The paper develops a central theme or idea, directed toward the appropriate audience. 4. Major points are stated clearly; are supported by specific details, examples, or analysis; and are organized logically. 5. The introduction provides sufficient background on the topic and previews major points.

FORMAT AND STYLE 1. Paragraph transitions are present and logical and maintain the flow throughout the paper. 2. The tone is appropriate to the content and assignment. 3. Sentences are complete, clear and concise. 4. Sentences are well-constructed with consistently strong, varied sentences. 5. Sentence transitions are present and maintain the flow of thought.


MECHANICS 1. The paper follows correct formatting. 2. Correctly cite original works within the body of the paper. 3. The paper is laid out with effective use of headings, font and size, and white space. 4. Rules of grammar, usage, and punctuation are followed. 5. Spelling is correct. Source: Rcampus Website, http://www.rcampus.com/ rubricshowc.cfm?sp=true&code=T4727 Students should also take note of the following: • Use letter-size coupon bond. • •

Font – Arial, size 12 Spacing – 1.5

• Margins – right margin, 1 ½ inch. One-inch margin on the other three sides. • Insert page numbers. •

Use footnotes.

The internship portfolio should be ring bounded. A PDF version of the internship portfolio should also be submitted (Class presidents should compile the internship portfolios of their classmates in one CD).


IF A STUDENT WORKED FOR TWO COMPANIES, IS HE/SHE REQUIRED TO MAKE A MARKETING PLAN FOR BOTH ORGANIZATIONS? No. The student has to make a marketing plan for one company only. However, all his/her i-wars and other documents for both companies should still be included in the portfolio. Likewise, the student should also assess the practicum programs of both companies.

WHAT DOES A STUDENT NEED TO SUBMIT ALL THE REQUIREMENTS? All requirements should be Internship Coordinator on July 26, 2013.

submitted

to

the

If the requirements will not be submitted on July 26, five (5) points will be deducted from the studentâ&#x20AC;&#x2122;s total score per calendar day that the requirements are not submitted.


HOW WILL A STUDENT BE GRADED? Fifty percent of the student’s grade in PRACTMK will be based on his/her performance in the Internship Program. The grade will be based on the following: • Supervisor’s Rating - 30% Internship portfolio Part 1 The Company (5%) Part 2 Reports/Outputs (15%) Part 3 Assessment (15%) Part 4 Other Documents (5%) Part 5 Marketing Paper (20%) • Coordinator’s Rating •

- 60%

- 10%

WHAT ARE THE RULES AGAINST CHEATING AND PLAGIARISM? If a student is proven to have cheated or plagiarized, he/she will get a grade of 5.


SAN BEDA COLLEGE P.O. BOX 4457 Manila, Philippines Tel. (632) 735-6011 to 15 loc. 5129

Fax No. (632) 734-5937

DEPARTMENT OF MARKETING MANAGEMENT COLLEGE OF ARTS AND SCIENCES

(Date) (Name) (Position) (Company) (Address)

Dear (Sir/Madam) _________: Peace! We are pleased to inform you that the Marketing Management Department of San Beda College has an Internship Program that seeks to provide our incoming senior Marketing students the opportunity to be exposed to actual business settings and to practice and develop their skills in marketing and corporate communications. In this regard, may we respectfully request your office to assist us in providing (Mr./Ms. student’s name)   a venue to conduct (his/her) on-the-job training at your firm. (He/She) is required to complete a minimum of 300 to a maximum of 350 hours of marketing-related office work. Students may start their internship in April 2013. Should you need to get in touch with us, you may email the undersigned at pamela.tendero@gmail.com. We will gladly send you a primer on our internship program upon your request. We are looking forward to your positive response on this matter. Thank you. In St. Benedict,

MARIA PAMELA G. TENDERO Chairperson


Department of Marketing Management COLLEGE OF ARTS AND SCIENCES

San Beda College Mendiola, Manila

PRACTICUM PERFORMANCE EVALUATION REPORT EVALUATION DATA STUDENT Name of Student Section Mobile Number Email Address COMPANY Name of Company Company Address Company Website Branch/Department/Unit Name of Supervisor Position/Designation Contact Numbers Email Address EVALUATION OF THE SUPERVISOR Kindly check (/) the corresponding scales on the blank spaces after the specific key job factors. Please use the following rating scale: 5 4 3 2 1

Outstanding Above Average/Very Good Average/Good Fair Poor

Job Attitude (30%) Job Attitudes 1. Initiative: The extent the student displays his capability to self-start and work voluntarily. 2. Cooperation: The extent the student shows his ability to work harmoniously and professionally with his superiors and coemployees. 3. Industriousness: The extent the student exhibits his being hardworking, diligent, and conscientious in the performance of his assigned tasks. 4. Reliability: The extent the student portrays an attitude of dependability, and ability to fulfill and carry the responsibilities expected of him. 5. Adaptability: The extent the student is able to adjust, accommodate and conform to conditions in his workplace.

5

4

3

2

1

5

4

3

2

1

Professional Preparation (40%) Professional Preparation 1. Job Knowledge: The extent the student possesses the necessary and expected professional body of information relevant to his respective assigned tasks. 2. Job Competence: The extent the student is able to perform


his assigned tasks with efficiency and accuracy. 3. Communication: The extent the student is able to convey his thoughts and ideas with ease and proficiency, whether verbally or in written form. 4. Ability to Learn: The extent the student is able to easily gain knowledge and understanding of any instruction, skill or work assigned to him. 5. Ability to Think Critically: The extent the student is able to display his capability to analyze, interpret, weigh and judge certain ideas professionally. Job Performance (30%) Job Performance 1. Attendance: How regular the student reports to work. 2. Punctuality: How often the student reports to work on time. 3. Quantity of Work Output: The extent the student is productive in the performance and accomplishment of his assigned tasks. 4. Quality of Work Output: The extent the student shows his ability to perform his assigned tasks with precision, thoroughness and professionalism. 5. Use of Company Resources: The extent the student reasonably utilizes company resources. These include stationary, equipment, communication facilities and others.

5

4

3

2

1

Developmental Profile and Recommendations: What are  the  student’s  strong  points?   ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ What  are  the  student’s  weak  points?   ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ What do you think the student can do to improve himself professionally? ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________

Name of Evaluator

Signature

Date Accomplished

Name of Student

Signature

Date Signed


Department of Marketing Management COLLEGE OF ARTS AND SCIENCES

San Beda College Mendiola, Manila

PRACTICUM WAIVER FORM

Marketing Internship Program I, (student’s name), who is currently conducting my office training at (name of organization) for (number of hours) hours, understand the fact that the firm exercises the necessary safety precaution on this activity. In consideration of the benefits that can be derived from the office training, I expressly waive any and all claims against the organization and the school on account of any unforeseen accident or injury that I might incur in connection with the aforementioned activity.

________________________________________ Student’s Signature  over  Printed  Name

_________________ Date

________________________________________ Internship Coordinator’s  Signature  over  Printed  Name

_________________ Date

________________________________________ Company Supervisor’s  Signature  over  Printed  Name

_________________ Date


Department of Marketing Management COLLEGE OF ARTS AND SCIENCES

San Beda College Mendiola, Manila

WAIVER FORM (Parent/Guardian)

Marketing Internship Program I am allowing my son/daughter/ward _________________________________________ conduct his/her on-the-job training at __________(Name Company)_________________________________ with business address _____________________________________________ from _____________________ _____________.

to of at to

I understand that the authorities of the College of Arts and Sciences of San Beda College exercise the necessary safety precautions in this activity. In consideration of the benefits that could be derived from the activity, I expressly waive any and all claims against the Administration or any member of the Faculty and Staff of the College of Arts and Sciences of San Beda College on account of any unforeseen accident or injury that my son/daughter/ward might incur in connection with the aforementioned activity. ___________________________________________ Parent/guardian’s signature  over  printed  name

__________________ Date

___________________________________________ Student’s signature  over  printed  name

__________________ Date


Department of Marketing Management COLLEGE OF ARTS AND SCIENCES

San Beda College Mendiola, Manila REQUEST FOR OVERTIME

Student’s Name: Company: When: Where: Time: Reason/Activity:

Name and Signature of supervisor:

Department of Marketing Management COLLEGE OF ARTS AND SCIENCES

San Beda College Mendiola, Manila

REQUEST FOR OVERTIME

Student’s Name: Company: When: Where: Time: Reason/Activity:

Name and Signature of supervisor:


Department of Marketing Management COLLEGE OF ARTS AND SCIENCES

San Beda College Mendiola, Manila

INTERNSHIP at

<Company Name> An Internship Portfolio

Submitted in Partial Fulfillment of the Requirements for the Subject Practicum in Marketing (PRACTMK)

Submitted by:

<Student’s Name>

<Date Submitted>


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Department of Marketing Management COLLEGE OF ARTS AND SCIENCES San Beda College Mendiola, Manila

!

PRACTMK HANDBOOK

PART 1 INTERNSHIP SCHOOL YEAR 2014 - 2015

PRACTMK HANDBOOK  
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