Bridging Classroom Learning and Real-World Experience: The Success of CoBA’s Marketing Internship Program

Last spring, the marketing department launched our first internship program in the college. Designed to bridge the gap between classroom learning and real-world experience, this initiative aligns with CoBA's mission to provide a transformative business education that prepares our diverse student body to be work-ready for success in an evolving economy and society. Under the leadership of Carolina Rodriguez, this program has already seen significant success, with students securing internships in various fields, including social media, marketing, public relations, and client relations.

Program Success

Feedback from students has been overwhelmingly positive. The inaugural class of Spring 2024 reported significant growth in their professional networks, valuable mentorship relationships with industry professionals, and increased confidence in their marketing abilities. As one student shared, “Every marketing student should be required to take this course!” Another student said, “I have gained so much more confidence than I had at the beginning of the internship and attained several new skills, including email marketing, implementing new technologies, and enhancing my communication, leadership, teamwork, and collaboration skills.”

Following this success, the summer session has enrolled 16 students, who are currently engaged in their respective internships. We look forward to seeing how these experiences translate into meaningful careers after graduation. Enrollment for the Fall semester is open, offering your organization the opportunity to secure marketing talent.

Program Structure

Our marketing internship program offers two versions to accommodate different levels of commitment and schedules:

4-unit internship course: Requires 155 work hours, approximately 10-12 hours per week.
2-unit internship course: Requires 72 work hours, approximately 5-6 hours per week.

Both courses share the same comprehensive coursework, designed to augment the internship experience and prepare students for their careers. The curriculum includes personalized one-on-one sessions, group classes featuring industry guest speakers, and assignments that bridge academic knowledge with professional marketing practices. Additionally, students receive LinkedIn coaching, resume reviews, and ATS counseling to ensure they are well-equipped to enter the job market.

Hands-On Experience

Students gain practical experience that complements the theoretical knowledge gained in the classroom. They work on real-world projects, from creating compelling content and analyzing marketing data to developing strategic marketing plans and managing client relationships. These hands-on tasks enhance their skill sets and give them a taste of what a career in marketing entails. One student remarked, “Loved the class. Real hands-on valuable real-world experience.”

Networking and Mentorship

The program’s focus on building professional networks and mentorship is invaluable. Students have the opportunity to connect with industry professionals, gaining insights and advice crucial for their career development. These relationships often extend beyond the internship period, providing ongoing support and guidance as students transition into their professional lives. “This experience has been crucial to my development as a marketing major,” said another student. “I am glad I was able to have this opportunity during my final semester here at ��. I have an internship lined up for the summer for an apparel brand, and I can't wait to apply the skills I have acquired into that new venture!”

Call to Action

CoBA aspires to be a leader in innovative and excellent business education that advances student success, strengthens the economic vitality of Southern California, and facilitates social mobility for all. Our marketing internship program embodies this vision by fostering partnerships with industry experts and community leaders, integrating theory and practice, and guiding students through their professional journeys.

Interested in offering an opportunity? CoBA invites employers to become ��-approved community partners to participate in for-credit internships. The positions should provide marketing-relevant responsibilities, adhere to specified hours and weeks, and focus on advancing the student's career. Internships can be in-person, hybrid, or remote, with the requirement to ensure a secure learning environment and provide adequate supervision. While internships can be either paid or unpaid, we strongly encourage considering the equity implications of unpaid internships. Offering compensation not only ensures fairness and inclusivity but also attracts the best talent.

There is still time for organizations to partner with us and recruit talent for the upcoming Fall semester. Interested organizations can visit the Career Center website to start the application process to become community partners and offer internships in our program.

For more information about the course, please visit our Marketing Internship Program website. For questions about the program, please contact the Chair of the Marketing Department, Dr. Rebeca Perren at rperren@csusm.edu or the course instructor, Carolina Rodriguez at cmrodriguez@csusm.edu.

The ongoing success of our marketing internship program is a promising indicator of the valuable impact it will continue to have on our students. As we prepare for future sessions, we remain committed to providing a transformative educational experience that effectively bridges the gap between the classroom and the professional world.