marketing management

Internship role and industry challenge

QiangCui

UCR

MGT298I

Yoshitimo Management Consulting Co. Ltd.

I am a marketing intern at Yoshitimo Management Consulting Co. Ltd. I assist the marketing manager, to who I report to, to complete tasks revolving around preparing marketing proposals, conducting customer surveys, and research customer trends. I also work closely with the company’s marketing team, sales team, and marketing administrative assistant.

A contemporary issue impacting the field of business that my internship is in is providing a return on investment of the marketing proposals I make. One of my responsibilities as a marketing intern in the company is to prepare marketing proposals and presentations in relation with the needs of the organization. Here, I am expected to provide a rough budget regarding the programs I propose that should influence revenue. Therefore, I am required to understand how effective each specific marketing campaign will be. I should also understand how the content I create will be. This issue affects the industry a lot.

In many companies, marketers struggle with making return on investment (ROI) because tracking it on each marketing activity is not an easy task. Even though ROI plays a vital role in showing the success or progress of their campaigns, it is difficult to track in cases where the marketer and sales team do not have effective communication or working relationship that allows the market to follow up on the sales report . In my case, for example, I have only worked in the company for almost five months now. I am required to collaborate with the sales team to get these reports. Yet, there are no solid policies that propel the sales team to provide a daily report to the marketing department concerning their activities.

A fact to consider is that sometimes they are distributed in different areas, and only converge on Saturdays to compile and report their activities. Therefore, I have to wait for a weekly report, which must first be discussed by the marketing team, which must pair their activities with the sales report, before they can provide it to me. I then use these to make marketing proposals and presentations based on the areas that I believe require attention. Hence, there is no strong teamwork to help me follow on the weekly marketing activities, which leaves me struggling with making the right decisions. In addition, the information that I have to analyze is about lead and trade show successes. There is barely any data on failures experienced during these activities.

This challenge impacts the industry by making it difficult to provide accurate ROI reports. Therefore, companies sometimes find themselves over-investing in the wrong markets, and under-investing in the right markets. This is not good for the company’s revenue projection. Recently, Yoshitimo Management Consulting Co. Ltd. learned about this problem. To handle it, the management is working with the IT department to create presentation software design and use ground presentations with presentation analytics as a feature to offer concurrent data from the sales teams and the marketing teams as they work in the field . The good thing about this is that I will get to keep track of every activity on both teams, and do not have to rely on their weekly reports, which could also be based on biased conclusions. This way, I will be able to better measure stakeholder interests in the various regions and therefore, advice the company on marketing strategies. I will also be better placed at creating a workable marketing budget that I can recommend to my superiors.