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Building a Digital Marketing Internship Program for Technology-Based Start-Ups: An Exploratory Study of Student Experiences

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Title: Building a Digital Marketing Internship Program for Technology-Based Start-Ups: An Exploratory Study of Student Experiences
Language: English
Authors: Merz, G. Russell (ORCID 0000-0001-5853-9250), Ward, Jamie (ORCID 0000-0001-5055-5598), Qrunfleh, Sufian (ORCID 0000-0001-7150-3156), Gibson, Bud
Source: Higher Education, Skills and Work-based Learning. 2022 12(2):210-224.
Availability: Emerald Publishing Limited. Howard House, Wagon Lane, Bingley, West Yorkshire, BD16 1WA, UK. Tel: +44-1274-777700; Fax: +44-1274-785201; e-mail: emerald@emeraldinsight.com; Web site: http://www.emerald.com/insight
Peer Reviewed: Y
Page Count: 15
Publication Date: 2022
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: Marketing, Internship Programs, Natural Language Processing, Computer Software, Student Attitudes, Factor Analysis, Summer Programs, Electronic Publishing, Computational Linguistics, Professional Education, Student Experience, Program Development, Comparative Analysis, Longitudinal Studies, Alumni, College Faculty, Universities, Internet, Information Technology
Geographic Terms: Michigan
DOI: 10.1108/HESWBL-04-2021-0072
ISSN: 2042-3896
Abstract: Purpose: The purpose of this paper is to describe the role and characteristics of the summer internship program (Digital Summer Clinic) delivered by Eastern Michigan University. The authors report the results of an exploratory study of interns participating in the Digital Summer Clinic over a five-year time period. The study captures and analyzes the experiences of interns as expressed in structured interviews and blog posts. Design/methodology/approach: The study data were text from structured interviews and blog posts capturing the "voice" of the interns. A natural language processing (NLP) analysis of the text corpus, consisting of 43 interviews and blog posts, resulted in the identification of 242 unique stem-terms used by interns in describing the internship experiences. The authors used the JMP Pro 15.2 Text Explorer algorithm (It is defined as a suite of computer programs for statistical analysis developed by the JMP business unit of SAS Institute) to extract the terms that were subsequently transformed and analyzed with factor analysis and regression to address the research questions. Findings: The factor analysis results found six dimensions or themes, defined by the stem-terms used by student interns, best described the internship experience. The authors then explored the relationship between the six themes and the umbrella term "internship" with multiple regression analysis. The regression findings suggest a hierarchy of effects with the theme "Introducing Professional Opportunities" being the theme most predictive of the umbrella term. Originality/value: The methodology used within the paper is unique in several ways when compared to other research investigating internship programs. First, it uses NLP analysis for the qualitative analysis of text-based descriptions of student experiences over a five-year time horizon. Second, the data analysis uses transformed text to quantitatively determine the major dimensions or themes expressed by the interns about their experiences in the Summer Clinic program. Finally, the relative importance of the themes identified provided direction for future program development.
Abstractor: As Provided
Entry Date: 2022
Accession Number: EJ1336916
Database: ERIC
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  – Url: https://www.emerald.com/insight/content/doi/10.1108/HESWBL-04-2021-0072
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  Data: Building a Digital Marketing Internship Program for Technology-Based Start-Ups: An Exploratory Study of Student Experiences
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  Data: <searchLink fieldCode="AR" term="%22Merz%2C+G%2E+Russell%22">Merz, G. Russell</searchLink> (ORCID <externalLink term="http://orcid.org/0000-0001-5853-9250">0000-0001-5853-9250</externalLink>)<br /><searchLink fieldCode="AR" term="%22Ward%2C+Jamie%22">Ward, Jamie</searchLink> (ORCID <externalLink term="http://orcid.org/0000-0001-5055-5598">0000-0001-5055-5598</externalLink>)<br /><searchLink fieldCode="AR" term="%22Qrunfleh%2C+Sufian%22">Qrunfleh, Sufian</searchLink> (ORCID <externalLink term="http://orcid.org/0000-0001-7150-3156">0000-0001-7150-3156</externalLink>)<br /><searchLink fieldCode="AR" term="%22Gibson%2C+Bud%22">Gibson, Bud</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22Higher+Education%2C+Skills+and+Work-based+Learning%22"><i>Higher Education, Skills and Work-based Learning</i></searchLink>. 2022 12(2):210-224.
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  Data: Emerald Publishing Limited. Howard House, Wagon Lane, Bingley, West Yorkshire, BD16 1WA, UK. Tel: +44-1274-777700; Fax: +44-1274-785201; e-mail: emerald@emeraldinsight.com; Web site: http://www.emerald.com/insight
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  Data: 15
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  Data: Journal Articles<br />Reports - Research
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  Data: <searchLink fieldCode="EL" term="%22Higher+Education%22">Higher Education</searchLink><br /><searchLink fieldCode="EL" term="%22Postsecondary+Education%22">Postsecondary Education</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Internship+Programs%22">Internship Programs</searchLink><br /><searchLink fieldCode="DE" term="%22Natural+Language+Processing%22">Natural Language Processing</searchLink><br /><searchLink fieldCode="DE" term="%22Computer+Software%22">Computer Software</searchLink><br /><searchLink fieldCode="DE" term="%22Student+Attitudes%22">Student Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Factor+Analysis%22">Factor Analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Summer+Programs%22">Summer Programs</searchLink><br /><searchLink fieldCode="DE" term="%22Electronic+Publishing%22">Electronic Publishing</searchLink><br /><searchLink fieldCode="DE" term="%22Computational+Linguistics%22">Computational Linguistics</searchLink><br /><searchLink fieldCode="DE" term="%22Professional+Education%22">Professional Education</searchLink><br /><searchLink fieldCode="DE" term="%22Student+Experience%22">Student Experience</searchLink><br /><searchLink fieldCode="DE" term="%22Program+Development%22">Program Development</searchLink><br /><searchLink fieldCode="DE" term="%22Comparative+Analysis%22">Comparative Analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Longitudinal+Studies%22">Longitudinal Studies</searchLink><br /><searchLink fieldCode="DE" term="%22Alumni%22">Alumni</searchLink><br /><searchLink fieldCode="DE" term="%22College+Faculty%22">College Faculty</searchLink><br /><searchLink fieldCode="DE" term="%22Universities%22">Universities</searchLink><br /><searchLink fieldCode="DE" term="%22Internet%22">Internet</searchLink><br /><searchLink fieldCode="DE" term="%22Information+Technology%22">Information Technology</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22Michigan%22">Michigan</searchLink>
– Name: DOI
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  Data: 10.1108/HESWBL-04-2021-0072
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  Data: 2042-3896
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: Purpose: The purpose of this paper is to describe the role and characteristics of the summer internship program (Digital Summer Clinic) delivered by Eastern Michigan University. The authors report the results of an exploratory study of interns participating in the Digital Summer Clinic over a five-year time period. The study captures and analyzes the experiences of interns as expressed in structured interviews and blog posts. Design/methodology/approach: The study data were text from structured interviews and blog posts capturing the "voice" of the interns. A natural language processing (NLP) analysis of the text corpus, consisting of 43 interviews and blog posts, resulted in the identification of 242 unique stem-terms used by interns in describing the internship experiences. The authors used the JMP Pro 15.2 Text Explorer algorithm (It is defined as a suite of computer programs for statistical analysis developed by the JMP business unit of SAS Institute) to extract the terms that were subsequently transformed and analyzed with factor analysis and regression to address the research questions. Findings: The factor analysis results found six dimensions or themes, defined by the stem-terms used by student interns, best described the internship experience. The authors then explored the relationship between the six themes and the umbrella term "internship" with multiple regression analysis. The regression findings suggest a hierarchy of effects with the theme "Introducing Professional Opportunities" being the theme most predictive of the umbrella term. Originality/value: The methodology used within the paper is unique in several ways when compared to other research investigating internship programs. First, it uses NLP analysis for the qualitative analysis of text-based descriptions of student experiences over a five-year time horizon. Second, the data analysis uses transformed text to quantitatively determine the major dimensions or themes expressed by the interns about their experiences in the Summer Clinic program. Finally, the relative importance of the themes identified provided direction for future program development.
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