VIRTUAL UNIVERSITY OF PAKISTAN

FORMAT OF INTERNSHIP REPORT

For BS Business Administration (Marketing)

1. Title page

The title page of the report will include:

i. Name of the organization

ii. Name of the internee, Student ID and session
iii. Submission date of internship report
iv. Name of the University
v. VU logo

2. Letter of Undertaking
You are required to fill in the Letter of Undertaking provided in the ‘Downloads’ tab on
VULMS of the course and attach here the scanned copy after signing it.

3. Scanned copy of the internship certificate (provided by the organization)

Attach the scanned copy of your (original) Internship Completion certificate provided by
the organization.

4. Dedication (Optional)

If you want to dedicate your work to someone, you may write the dedication note under this
section of your internship report.

5. Acknowledgement

In this section, you acknowledge the help and support of all the people who helped you in
completion of your internship and internship report e.g. the library staff, course instructor, family
or any other person.
6. Executive summary

Executive summary previews every section of the report in a short form. It can be called as micro
image of the report. It helps the reader to get a quick glance at the report before reading it in
detail. Everything important that you have done, discovered and concluded should be mentioned
but briefly and concisely.

7. Table of contents

i. List the important headings and sub headings in the report with their respective
page numbers.
ii. Also make a separate list of tables and figures in the table of contents if you have
used any.

8. Overview of the organization (minimum word limit: 800-1000 words)

i. Brief history
ii. Nature of the organization (Justify the classification of the business like consumer
consumable, consumer durable or services organization)
iii. Product lines and brand portfolio of the organization
iv. Strategies of branding used by the organization like source brand strategy, line
brand strategy, umbrella brand strategy, range brand strategy, product brand
strategy etc.
v. List of main clients
vi. List of main competitors

9. Organizational structure (minimum word limit: 700-900 words)

i. Organizational hierarchy chart

ii. Number of employees
iii. Introduction of all the departments
iv. Comments on the organizational structure (It includes departmentalization, chain
of command, span of control, centralization and decentralization)
Note:

In section #7-8, students are expected to collect information from various sources such as
within the organization (managers, internship supervisor and other concerned persons)
and company website, documents, brochures etc. (official website of the organization)
but it is necessary to mention the sources of information in APA format.

10. Plan of your internship program (minimum word limit: 200-300 words)

i. A brief introduction of the branch/head office where you did your internship
ii. Starting and ending dates of your internship
iii. Names of the departments in which you got training and duration of your training

11. Training program (minimum word limit: 1800-2000 words)

i. Detailed description of the operations/activities performed by the department(s) in

which you worked
ii. Detailed description of the tasks assigned to you
OR
iii. Detailed description of the project assigned to you

12. Structure of the Marketing department (minimum word limit: 500-600 words)

i. Department hierarchy
ii. Number of employees working in the Marketing department
iii. Marketing operations

13. Functions of the Marketing department (minimum word limit: 1000-1200words)

i. Segmentation strategy
ii. Target marketing strategy
iii. Product planning, development & management
iv. Positioning
v. Pricing strategy
 vi. Distribution strategy
vii. Promotional strategy

14. Structure of the Sales department (minimum word limit: 500-600 words)

i. Department hierarchy
ii. Number of employees working in the sales department
iii. Sales operations

15. Functions of the Sales department (minimum word limit: 800-1000 words)

i. Sales methodology
ii. Type of selling like personal selling, door to door selling etc
iii. Sales returns procedures

16. Customer Services department (minimum word limit: 1000-1200 words)

• Process of developing relations with customers

• Techniques of retaining customers
• Techniques of attracting new customers
• Ways of handling different kinds of customers like furious customers, problem
creating customers etc

17. Critical Analysis (minimum word limit: 400-500 words)

Relate the theoretical concepts which you have studied during your degree program (BS-
Business Administration) with the practical experience during your internship in the
organization.

18. SWOT analysis of the organization (in bullets) (minimum word limit: 300-400
words)
SWOT analysis clearly describes the strengths, weaknesses, opportunities and threats to
the organization in which you have done internship. Remember that strengths and
weaknesses are internal to the organization and represent its culture while opportunities
and threats correspond to the environment outside the organization. It is required to be
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discussed in bullets.

19. Conclusion (minimum word limit: 100-200 words)

20. Recommendations for improvement (minimum word limit: 100-200 words)

It is required to be discussed in bullets.

Note:
U

Section # 09-19 are NOT expected to be copied from anywhere, the student must provide
information in these sections based on his/her personal observation, learning and
experience gained during the internship. Cheating or copying in these sections is NOT
acceptable and hence the entire internship report can be completely rejected as per
ZERO TOLERANCE POLICY of the university. The university may also take a legal
action according to plagiarism policy as defined by HEC (Higher Education
Commission).

21. References (in APA format)

In this section, provide all the references and sources in APA format that you have used for data
collection in your Internship Report.

22. Annexes
At the end of your report, attach all of the supportive material you have used for the
preparation of your report, like brochures, forms, newsletters, interviews, and
questionnaire

NOTE

• Complete all the required parts as mentioned in the format of Internship Report.
Remember, each part is essential, therefore, DO NOT skip any part as every part
is included in evaluation criteria.
• Minimum words required for internship report are 8000 – 10,000.
• There should be harmony among the ideas that you describe in the Critical
analysis, SWOT analysis, Conclusions and Recommendations.
• Internship Report should be submitted within the due date as mentioned in the
‘Semester Calendar’. Submissions made after due date shall not be considered.
• Students are required to upload their Internship Reports on VULMS of the course
against the relevant assignment. Internship Reports submitted via e-mail will not
be accepted. Students can upload their Internship Reports only once that will be
considered as their final submission and will not be replaced in any case.