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Work-integrated learning in the form of internships is increasingly important for universities as they seek to compete for students, and seek links with industries. Yet, there is surprisingly little empirical research on the details of internships: (1) What they should accomplish? How they should be structured? (3) How student performance should be assessed? There is also surprisingly little conceptual analysis of these key issues, either for business internships in general, or for marketing internships in particular. Furthermore, the “answers” on these issues may differ depending upon the perspective of the three stakeholders: students, business managers and university academics. There is no study in the marketing literature which surveys all three groups on these important aspects of internships. To fill these gaps, this paper discusses and analyses internship goals, internship structure, and internship assessment for …