Once you’ve refined your resume and built a strong digital portfolio, the next challenge of securing an internship lies in the application process and understanding which marketing pathway is right for you. In part 2 of How to Market Yourself into a Marketing Internship, we discuss the variety of marketing streams available, as well as what happens after you click “Apply” on your next big internship. 

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Chantel Luu, a product design specialist at Telstra, adds real-world insight into this process. Chantel completed a Bachelor of Commerce at the University of Melbourne, majoring in marketing and management, before securing an HR internship and eventually transitioning into a graduate role at Telstra’s Identity team. Drawing from her own experiences, Chantel offers practical advice on navigating the internship process and how to transition into navigating graduate roles with equal confidence. 

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Marketing Includes Many Streams. Which Stream Is Right For You?

 

Many individuals may change jobs in the first few years of their careers as they explore different roles and industries. Understanding how each marketing channel differs can help you identify which best aligns with your strengths and interests.

 

1. Market research​​

 

Market research involves gathering, recording, and analysing both qualitative and quantitative data to identify how changing elements in the marketing mix can impact consumer behaviour. This is a crucial channel in marketing because it helps the brand improve its products and services, stand out from its competitors, and make more informed decisions to reduce the risks its business faces. Common sources of information include government data, industry and market reports, news articles, and trade and industry associations. 

 

Is this role for you? Market research is ideal for students who enjoy data, statistics and analysis. This stream may suit you if you’re curious and detail-oriented. 

 

2. Search engine optimisation (SEO) marketing

 

SEO marketing aims to increase a brand’s visibility in search engine results to ultimately lead to higher organic website traffic. SEO specialists monitor search algorithms and collaborate with web developers or content creators to refine the website’s performance. Thus, this role has a unique blend of technical problem-solving and creativity to ensure the brand’s increased visibility can lead to improved brand recognition and trust.

 

Is this role for you? If you are strategic, enjoy data interpretation, and adapt to the constantly changing SEO landscape, this role may be suitable for you.

 

3. Digital Marketing

 

Digital marketing involves the promotion of brands using the internet and other forms of digital communication such as email, social media, and web-based advertising. Digital marketers use images, audio and videos to connect with current and potential customers while reinforcing brand presence online. The importance of digital marketing is being increasingly realised with the surging usage of technology, as marketers can use this stream to reach their audience in a more personalised and targeted manner. 

 

Is this role for you? If you enjoy storytelling, social media, creativity and design, digital marketing and its fast-paced environment may be perfect for you. 

 

4. Event marketing

 

Event marketing involves planning, promoting and running in-person or virtual events to create an immersive experience for customers to directly experience the brand. Event marketers understand the importance of face-to-face interactions by facilitating events like product reveals, trade shows and expos. This promotes direct engagement with the brand’s target audience, aiming to boost brand recognition.

 

Is this role for you? If you are detail-oriented, social and love cross-collaboration, event marketing may be your niche. 

 

5. Traditional Marketing

 

Traditional marketing focuses on reaching broad audiences to build brand awareness through methods like billboards, print, TV and radio channels. In comparison to digital marketing, traditional marketing streams typically utilise offline platforms. Nonetheless, traditional marketing is equally as important because it reaches audiences who spend less time on their devices, thereby allowing the brand to reach a wider audience. 

 

Is this role for you? If you’re a student who appreciates mass communication or appealing to a local audience, traditional marketing efforts like television commercials, print materials or newspaper ads may be your gateway into this stream. 

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The Application Process: A Step-by-Step Guide

 

For many traditional marketing internships, the recruitment funnel tends to follow a similar process. Preparing for an interview may be nerve-wracking, but it can be essential in today’s competitive job market. By knowing what to expect, you can prepare yourself for how to answer questions while boosting your confidence and leaving a positive first impression.

 

Reflecting on her own experience, Chantel shares that the internship process helped her build transferable skills in communication, Excel and organisation. She emphasised how these skills proved to be invaluable in her full-time role at Telstra, as she could gain more exposure to these skills at an earlier stage to tackle her Product Design role with more confidence. 

 

Step 1: Written Application - Resume and Cover Letter

 

Your first impression always counts and is often what shapes how the company you’re applying for perceives you. Hence, your resume should highlight your most recent and relevant achievements, while your cover letter should illustrate genuine interest in your chosen company and role. 

 

Chantel recommends using platforms like GradConnection and UniMelb’s Smart Resume tool to track open roles and deadlines. “That’s why when people apply to grad roles, they apply to a minimum of ten,” she shares. “They get so many applications but they only accept a certain number of people, so you want to increase your chances by applying a lot.”

 

In addition to the quantity of applications, Chantel highlights the importance of their quality. “Many companies are using AI to do their first round [of assessment], which is why you need to use keywords in your resume,” Chantel notes. She advises against listing responsibilities alone and instead recommends focusing on “the impact of the key results you achieved while in the role.”

 

Part 1 of How to Market Yourself into a Marketing Internship delves into resume writing already, so refer back to it for more tips.

 

Step 2: Online assessments

 

This stage of initial screening allows the company to assess your qualifications for the role. Many established companies utilise timed online assessments to shortlist applicants. These assessments aim to test:

 

• Numerical Reasoning (e.g. interpreting charts, calculating percentages)

• Verbal Reasoning (reading short passages and answering questions)

• Situational Judgement (ranking workplace responses)

• Personality Profiling (agree/disagree statements – answers are subjective)

• Game-based testing (e.g. fast-response memory or pattern games)

 

Step 3: One-way video interview

 

In this phase of the application process, be prepared to answer more detailed questions about your background and relevant experience. Interviewers may also ask you hypothetical questions to assess your ability to respond and adapt to certain situations related to the position.

 

Interviewers may be interested in how you found out about the position. If someone recommended you, include their name and explain their relationship with you to enhance your credibility. If you independently sought out the role, emphasise what attracted you to the company and the role. If a recruiter reached out to you, portray your interest in the opportunity with enthusiasm and describe why it appealed to you. 

 

Chantel suggests writing out a plan of what you’ll say beforehand, as these interviews often ask predictable questions like why you applied and what you can contribute. She recommends preparing versatile personal examples in advance so that you can adapt to common themes such as teamwork, problem-solving or overcoming challenges.

 

Step 4: Behavioural interview

 

Doing your research on the company and understanding its values can help you prepare questions to ask during your interview, showcasing your interest and engagement. Interviewers also appreciate hearing personal stories from their candidates. Narrate a relevant experience with an engaging beginning, a compelling middle, and a conclusion highlighting the learning opportunity. 

 

These questions aim to transcend the generic questions and responses of a preliminary interview, instead prompting the candidate to think critically about how their skills and experiences can equip them to respond to different situations.

 

Chantel emphasises the importance of authenticity: “At the end of the day, you want to be accepted in a company where you fit in. Every company is looking for something different… maybe one company really focuses on technical skills, whereas another company focuses more on personality. I think at Telstra, they tried to do a balance.”

 

A common interview technique is to approach questions with the STAR method (Situation, Task, Action, and Result). This method can help you to structure a response to ensure you’re concise by only including relevant information in your response, whilst outlining your experiences compellingly. The goal is to find the right balance between anecdotal evidence, context, and the outcome of the experience. 

 

• Situation: briefly outline the context of your experience using details that are relevant to the role

• Task: describe the challenges or demands you faced in the situation

• Action: be specific in explaining the steps you took to address the challenge

• Result: conclude with a positive outcome or learning experience as a result of your actions

 

Step 5: Assessment centre or final interview

 

Assessment centres are how companies gauge your skills when applied in a practical sense. In this phase of the application process, you can expect a simulation of what it would be like to work in that organisation, as employees bring together a group of applicants to complete various tests, exercises and interviews. Although this may seem intimidating compared to what you’ve already done online, assessment centres are a perfect opportunity to master the art of “show, not tell” by putting your skills to use in a professional context. 

 

Aside from interviews you may have with managers and recruiters, you can also expect a combination of group exercises, presentations, psychometric tests, and case studies. You will be assessed on key skills; namely communication, teamwork and problem-solving. Therefore, how you approach the tasks and work with your team will be a key indicator of your potential fit into the organisation. 

 

Different types of group tasks to prepare for:

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• Ice-breaker task: these tasks are designed to ease any anxiety amongst candidates.

• Discussion task: the group is asked to discuss a set topic, which is usually about a current issue that affects young people or that has been in recent news articles.

• Case study: a challenge may be assigned to the group to solve, based on a real-world issue.

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How Companies Can Vary: Matching Yourself to the Right Internship Environment

 

Once you’ve put together a detailed and attention-grabbing resume, and an engaging portfolio, and navigated the application process, the next hurdle is figuring out what kind of company is the perfect fit for you.

 

Marketing internships like most, aren’t one-size-fits-all. Your day-to-day experience can look completely different depending on the type of company you choose to work for. From the lightning-fast pace of media agencies to the structured development pipelines of global consumer brands, knowing what to expect from each of these firms can help you apply with purpose—and more importantly, position yourself effectively into their work culture and stand out from applicants.

 

L'Oréal, Unilever, Nestlé, P&G: Structured Creativity and Global Brand Power

 

For many marketing students, landing an internship at a global FMCG (Fast Moving Consumer Goods) company feels like a dream come true—and honestly for very good reason. These companies prioritize and invest heavily in their internship programs, offering exposure to other well-known brands, involvement in global campaigns, and opportunities to collaborate on projects that actually reach consumers and make a tangible difference.

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Internships in the FMCG world typically focus on:

• Brand management and marketing strategy, rooted in both creativity and consumer data

• Taking ownership of small projects, tasks and campaigns that showcase leadership potential

• Advocacy-based marketing, which emphasizes how brands connect with people and communities 

 

However, the application process is rigorous—it often pertains to cognitive testing, one-way video interviews, and a final case study or presentation round. What matters most is not just what you’ve done, but how you’ve made a tangible impact. Recruiters want to see that you understand brand value and can tie your experiences back to commercial goals.

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If you enjoy creative thinking with a commercial edge, collaborating across teams, and working in structured environments, these internships offer both challenge and prestige.

 

Deloitte, EY, PwC, KPMG: Strategy, Communication, and Precision

 

As a marketing-keen applicant, you might not think of consulting firms as obvious destinations for marketing internships, but many such companies now offer roles in employer branding, internal communications, and digital strategy. These roles are often less about flashy advertising and more about thoughtful, strategic storytelling aligning with company values.

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Interns at such firms are often expected to:

• Create messaging frameworks and engagement campaigns

• Support digital transformation initiatives

• Develop content that aligns with business goals and internal culture of the firm

 

The hiring process is smooth but structured like FMCGs: online reasoning tests, STAR-based interviews (Situation, Task, Action, Result), and sometimes even group-based assessments. In order to succeed and thrive at such firms, it truly boils down to clear communication, attention to detail, and the ability to structure ideas logically.

 

If you enjoy writing, planning, and working in professional environments, this might be your niche. While you won’t be designing TikTok campaigns, you will build core communication skills that translate across industries.

 

GroupM, OMD, Dentsu: Creative Fluency in High-Speed Environments

 

Media and digital agencies are built for speed. Trends change fast, platforms evolve daily, and content must keep up. If you intern here, expect days packed with client work, creative briefs, and campaign deadlines.

 

Agency internships typically involve:

• Fast turnarounds and hands-on project work

• Heavy use of digital media tools and platforms

• Opportunities to brainstorm, pitch, and design in real-time with a collaborative team 

 

The application process is often more informal—at times just a portfolio review, a quick interview, and a short creative task. But make no mistake: agencies want interns who are switched on, adaptable, and full of ideas.

 

This kind of internship suits students who naturally think in captions, have a feel for trends, and aren’t afraid to share their ideas in fast-moving team environments. A strong portfolio, even if it’s built on personal or university projects, often says more here than a polished transcript.

 

Startups and SMEs: Independence, Initiative, and Learning on the Job

 

Interning at a startup or small business feels like a crash course in marketing—and life. The structure is loose, the roles are flexible, and interns are usually expected to dive into multiple tasks at once.

 

You might find yourself:

• Writing copy for emails and social posts

• Creating event flyers or basic web graphics

• Supporting product launches or pitching in during meetings

 

What startups value most is initiative. You don’t need to know everything, but you should be eager to figure it out. Because teams are small, you’ll often have a real say in projects—and see the impact of your work up close.

 

Most startup applications are casual: one chat with the founder, maybe a small test task. What matters most is your enthusiasm, your curiosity, and whether you genuinely care about the product or service.

 

If you want hands-on learning, the freedom to experiment, and a place where your ideas can actually shape a brand, startups offer an unmatched launchpad.

 

Finally, How Do You Pick From The Plethora Of Options?

 

Your internship experience isn’t just shaped by your job title—it’s shaped by the type of company you join. Understanding the differences in pace, structure, and culture can help you make smarter choices and write stronger applications.

 

Here’s a quick breakdown:

 

• FMCGs look for strategic storytellers who can balance creativity with analysis

• Consulting firms value structure, logic, and communication clarity

• Agencies seek intuitive digital creatives who thrive on collaboration and speed

• Startups need self-starters who learn by doing and aren’t afraid to try new things

 

There’s no one right path. The best internship is the one that matches your pace, your strengths, and what genuinely excites you about marketing. Figure out what energizes you—and shape your search around that.