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UNO Internship Services
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UNO Internship Services Target Market In determining the target market for the internship program, we first segmented the market by dividing the 12,305 students enrolled at UNO to the 5,333 upperclassmen. We then segmented down further to the 2,044 business students. Finally we narrowed the market down to our target market of juniors and seniors in pursuit of a marketing degree we could find an exact number, but we can guess between 200 to 300 students. The target market we are focusing on has varied demographics. According to the survey we distributed, however, we found that the majority of those interested in the program were seniors and 56.3 percent of those surveyed carried a GPA between 3.5 and 3.99. Psychographically our survey showed that the target market was seeking real world experience as a benefit of the internship service. Who is “the Provider”? Determining the provider of the marketing internship service at the University of Nebraska at Omaha proves difficult to pick just one provider. At first, a quick glance at the internship program might lead you to the conclusion that Dr. Holland, the faculty member in charge of the program, would be the provider. However, is Dr. Holland the only provider of service for the marketing internship program? A more in-depth look might lead to the conclusion that each business that employs a student of the marketing internship program would also be a provider of the service. Essentially, UNO is outsourcing the service of education to a third party, in this case each business with an intern. The University obviously has to outsource this educational component in order to fulfill the main desire of most interns, the real world experience. It would be difficult for UNO to offer the real world experience to the student in the classroom. Therefore, a business is selected by the students enrolled in the internship program to satisfy this need for real world experience. This special situation means that provider gap 1 is actually two tiered. In order to close provider gap 1, Dr. Holland and the university must have a good understanding of the students’ expectations for the internship program. On a second tier, the businesses that employ the marketing interns must have a sound knowledge of what Dr. Holland’s expectations for their firm are. Every one of the participants in the internship program must know their roles and what script to follow in order to act out their role. The role of Dr. Holland is to provide the student with potential businesses where they can intern. She also needs to provide assistance to each business about what she expects them to provide the student.
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