The implementation of work-integrated learning in the Marketing programme at the Central Univeristy of Technology, Free State, Free State

Abstract

The Marketing programmes at universities of technology are of particular importance to all business firms and even non-profit organisations. In order for students, as potential employees, to keep ahead of new developments and trends in the marketing environment, it is important that a work-integrated learning component should be incorporated in the Marketing programme. The Marketing programme at the CUT does not include any credit-bearing practical component (for example a work-integrated module). The purpose of this article is to provide a useful guide for marketing educators in the development of a work-integrated learning programme. This study was based on a qualitative case study research design. Nine interview schedules were distributed, via e-mail, to the programme heads of the Marketing programmes at universities of technology, as well as the CUT's Hotel and Tourism Management programmes. Several work-integrated learning documents and practices of the relevant departments at the CUT and other universities of technology were scrutinised and compared. From the responses it became clear that it is important for the institution to recruit suitable employers for the work-integrated learning programme in Marketing. Students and employers should comprehensively be prepared for the work-integrated learning process in order to achieve the specific outcomes as prescribed. These outcomes should be stipulated in the work-integrated learning manual of the Marketing programme.The students should be monitored on a continuous basis by providing them with a logbook and by submitting reports on their experiences. Assessment forms should be compiled and included into the Marketing work-integrated learning manual. The employers should be provided with assessment forms to assess the students on their performance. All these aspects should be addressed with the development of the Marketing work-integrated learning manual.