BACHELOR OF GENERAL STUDIES

BACHELOR OF BUSINESS ADMINISTRATION

(INTERNATIONAL BUSINESS)

Student(s) ID: (1) A18SP8067

Syafiqah binti mohammed hidayat

Module: Industrial Training Report

Title of Assignment: SSPG3006 - Latihan Industri

PLAGIARISM DISCLAIMER
By completing and sealing the section in the top right of this document, we certify
that this is our original work and that the use of material from other sources has
been properly and fully acknowledged in the text. We understand that to use
material from unacknowledged sources is cheating and that disciplinary action will
be taken by the University against those caught cheating.

Date: 11th November 2022

 TABLE OF CONTENT

Content Pages

1.0 Acknowledgement …………………………………………………. 3

2.0 Introduction…………………………………………………………... 4

3.0 Company Information………….…………………………………… 5

4.0 Training Work ……………………………………………………….. 6-13

5.0 Conclusion & Reflection……………………………………………. 14

6.0 References………….……………………………………………….. 15

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 Acknowledgement

Alhamduhillah, thanks be to Allah SWT, our creator. I am truly grateful that I was able to
successfully complete my internship session with Allah's blessings. I would like to thank Him for
giving me good health and the ability to complete my internship pleasantly and well.

I'd like to thank various persons who assisted and guided me throughout the entire
Internship Program, which lasted from 12 weeks effective from 18 July 2022 to 07 Oct 2022.
Because of their constant guidance and assistance especially during the earlier placement, I
managed to complete this Internship Program entirely and successfully.

Firstly, I would like to thank my Faculty supervisor, Miss Siti Nur Shahida Ab Rahim and
Madam Ainaa Farhana Binti Ramli for providing me and the rest of my course mates with an
abundance of information and useful input to smooth our path throughout the internship. Many
thanks also to UTMSPACE (School of Professional and Continuing Education) for providing us,
the students of Bachelor of General Study, with such a great opportunity to participate in an
internship.

Second, I'd like to thank the company superior, Mr. Zeeshan Khan (Head of Sales and
Marketing), who has been guiding me since my first day at Legoland Malaysia Resort. I'd like to
thank everyone in Sales and Marketing at Legoland Malaysia Resort for their hospitality, which
made me feel welcome during my internship and like I belonged there.

Finally, I'd want to thank my parents and family members for their spiritual and financial
support while I'm undertaking my internship. They consistently encouraged me while I was
having difficulties and motivated me not to give up till I completed this internship successfully.

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1.0 Introduction

Legoland is a chain of family theme parks focusing on the construction toy system Lego.
Legoland Malaysia Resort inclusive of Theme Park, Water Park, SEA LIFE and Hotel. Legoland
Malaysia is the first International Theme Park opened in 2012 with more than 70 hands-on rides,
slides, shows and attractions for families and children of all ages. In general, internships provide
a terrific opportunity to test out a variety of employment and help you decide on a professional
path. I chose this company as it's an International organization, and I'm expecting to learn about
personal skills needed for specific jobs and my weaknesses in a bigger picture of which tasks I
prefer and which you would never do again. These programme outcomes will help me to choose
my career path.

During my Internship Program I had an Opportunity to be placed at the Sales and

Marketing department. Sales and marketing are in charge of a series of activities and events
(often referred to as a channel) that leads customers to make purchases (Kotler et al., n.d.). Being
part of the Sales and marketing team I was assigned to assist the management and senior staff by
completing administrative and entry-level activities, conduct research, make calls and send
emails, update records, attend meetings, help maintain customer connections and assist with
events.

On my first day, I discovered that the Sales and Marketing department has few divisions.
Each division namely Sales Cooperate, Sales Education, Brand and Communication, Social
Partnership and Promotion, Tours and travel and Graphic Artist. However I didn't have any
specific division to work for so I assisted all divisions and got to experience each division's tasks.
by this way, I got an overview of each division's responsibilities before choosing or applying for
my first job.

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1.0 Company Information

Picture 1: Legoland Malaysia Resort

Merlin Entertainments Pte Ltd, the world's biggest provider of location-based family
entertainment, has acquired LEGOLAND Parks. The most popular rides, slides, shows, and
attractions from LEGOLAND Parks around the world can be found at LEGOLAND Malaysia
Resort, which has been designed specifically for the local environment. It has over 15,000 LEGO
models created from over 60 million LEGO bricks and covers the same space as more than 50
full-size football fields. Other LEGOLAND Resorts can be found in Japan, the UAE, Denmark,
Germany, the United States, and the United Kingdom (Merlin Entertainments, 2022).

Legoland Malaysia Resort, Malaysia's first international theme park, opened on

September 15, 2012 in Iskandar Puteri, Johor, Malaysia, featuring over 40 interactive rides,
shows, and attractions. It was the first Legoland theme park in Asia and the sixth in the world
when it opened. Legoland Malaysia is organized into many different regions, each with its own
set of attractions based on a similar theme. Beginning with the entrance (themed The Beginning)
on the park's eastern end and working clockwise, they are Technic, Kingdoms, Imagination,
Land of Adventure, and City, with MINILAND in the center. In 2016, NINJAGO World was
introduced to Land of Adventure. The Water Park, located on the park's southeastern border,
opened on October 21, 2013, as the largest LEGOLAND water park in the world, and requires a
separate admission ticket (Loh, 2016).

During my Internship Program I had an Opportunity to be placed at Sales and Marketing

department. Sales and marketing are in charge of a series of activities and events (often referred
to as a channel) that leads customers to make purchases (Kotler et al., n.d.). Being part of Sales
and marketing team I was assigned to assist the management and senior staff by completing
administrative and entry-level activities, conduct research, make calls and send emails, update
records, attend meetings, help maintain customer connections and assisting events.

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2.0 Training Work

2.1 Week 1

On my first day, Head of Marketing Mr Zeeshan Khan briefed me with an

overview of the company and each division function for the Sales and Marketing
department. Each division namely Sales Cooperate, Sales Education, Brand and
Communication, Social Partnership and Promotion, Tours and travel and Graphic Artist.

Legoland is a chain of family theme parks focusing on the construction toy

system Lego. Legoland Malaysia Resort inclusive of Theme Park, Water Park, SEA LIFE
and Hotel. Legoland Malaysia is the first International Theme Park opened in 2012 with
more than 70 hands-on rides, slides, shows and attractions for families and children of all
ages.

The first week of internship started with a briefing on what and how my work will
be done. I approached each division personally to get to know them better and asked
them to briefly explain their job scope, type and communication channel tool. Apart from
that, not much that I can do due to my email is not set up yet at the moment, in order to
perform any task I need to use company email. Due to that extent, during the first week
Admin briefed me regarding each document that I could assess throughout the
department and assisting with administrative duties.

Apart from that, through the first week of the internship, I was assigned to
translate a few magazine articles which are Striped Carp, Japanese Spider Crab and Glass
Catfish into Bahasa for Kuntum, an edutainment magazine for kids aged 6-12. Apart
from that, I need to Key-in the claims from sheets into Microsoft Excel in table form.
Make sure the total value of the claims is correct, highlight correction if necessary. Save
the data and get Head of Marketing to sign the document thus send it to Admin for
verification processing purposes. The Park Visit, on the other hand, benefits me by
demonstrating how each post or social media idea was generated, allowing me to gain a
better understanding of the work involved.

2.2 Week 2

Through the second week my email is still not set up yet, therefore I was assigned
by Education to prepare media kits for government visits that need to be used by the
following day (26th). A media kit is a pre-packaged set of marketing tools that promote a
business. Generally, Legoland will provide their guests with a media kit and a gift at each
event. This event is primarily driven as a forum to communicate, promote, collaborate
and generate resources mainly focus on education sector. On 26th the event started at 2PM
ends at 3.15PM as schedule and it went smoothly, one of the VIP was YB Tuan Raven
Kumar A/L Krishnasamy. I learned how to assist by observe and participate in the tasks

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and responsibilities performed by seniors. Aside from that, I discovered that this type of
event is considered an investment because it might raise awareness of Legoland's
education programme. I was in charge of media kits and lunch coordination.

For the pre-event shoot, I need to secure lunch location, highlight a few event
details such as staff alertness, venue arrangement and talent entry detail. Apart from that,
I was in charge of preparing gifts for the talents and checking their passed expired dates.
On 30th July I was assigned to assist videographers in Annual Pass Testimonial Video to
ensure the shoot ran smoothly, as the video shoot involved 20 people and took place at
several attractions (Driving School, Legoland Express, Kingdom, and Rebuild the World.

FAQs task that I performed is an excellent way to improve your customers'

experience. I realize that when it comes to increasing traffic via search engines, a great
FAQ section has the most potential. Unanswered questions or a desire for more
information are two of the most common reasons for a user not converting into a sale.
Hence, the person in charge of social media decides to bridge the gap by including a FAQ
section based on the most frequently asked questions by your customers.

2.3 Week 3

The highlight of week 3 internship is I had the opportunity to join the department
meeting along with the Head of Marketing and the Director of Marketing and Sales
which was a new experience for me. Basically the meeting presents monthly updates for
each Sales and Marketing division including reservation and brainstorming. By
experiencing the meeting environment, it brushes up my soft skills to get along with
bosses and colleagues. Soft skills are key to navigating your work environment and can
even contribute to job progression. On top of that, during the meeting I learned what
needs to be updated each month.

I was assigned to calculate and key-in merchandise items into Microsoft Excel
and send it to the Sales and Marketing department for checking purposes. The
merchandise items are corporate gifts which are a great way to show clients that we
appreciate them in a genuine and thoughtful way which strengthens relationships that
lead to more and sustained business. The information includes the product items, product
name and quantity of the items. The data needs to be updated constantly as each
division's event requires product goods and to ensure it is sufficient for future use.

The Flight Senai Airport data was collected over the course of one week in order
to get insights and be used during brainstorming. This information was utilized to provide
a summary of how many international flights depart each week. Aside from that, I need
to collect price comparison data for Malaysia and Singapore Theme Parks. Price
comparison is utilized by the department to have a deep understanding of Theme Park
competitors.

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2.4 Week 4

Week 4 I assisted the brand marketing team visiting Water Park to gather in-depth
information, revise brand standards, maintain the theme park as the face of Legoland, and
produce all materials representing the company. During the site visit, several changes
must be made, such as brick sizes, signs, mini figures, and other items that must be
updated in accordance with 2022 guidelines.

Apart from that, admin taught me to key-in shipping notes into Microsoft Excel
for warehousing to load the goods. The information includes the location of delivery,
date, invoices numbers, variations of the items or products and number of items. This
week, I was tasked with picking up 2,800 vouchers, the vouchers collected for
promotional purposes.

2.5 Week 5

Week 5 I need to translate the magazine SEA LIFE Cowfish, Archerfish and
Clown Triggerfish into Bahasa which improves writing ability, grammar and clarity, and
construct a clear, easy-to-read, and understandable sentence as it was intended for
schoolchildren.

Picture 2: EDUPLAY Express bus, Legoland.

EDUPLAY Express bus, Legoland showcasing Education Programs that are

offered in LLMR, encourage schools to have out of the classroom and allow kids to
participate in fun, educational, and engaging activities are shown above. This
LEGO-themed bus was specifically for kids, and I was tasked with selecting and dealing
with preschools that Legoland will visit between August 22 and September 1. I chose
Little Caliph Islamic Kindergarten, Tadika Xaris, and other preschools. This is a fantastic
opportunity because it is the first time I have participated in a genuine task that requires
me to speak with and deal with people personally.

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2.6 Week 6

To be effective, any influencer marketing strategy must collaborate with the

proper influencers. My job is to identify influencers who are relevant, credible, engaging,
and consistent with the principles and image of the Legoland Malaysia Resort company.
I'm in charge of identifying Malaysian and Singaporean influencers for Legoland
Malaysia Resort, who will subsequently be evaluated and selected by the Public
Relations and Social Media teams. A few criteria or variables are necessary for selection,
such as posting, engagement rate, sentiment of engagement, content, audience quality,
and others.

On August 26th, Legoland will celebrate its 10th anniversary; nevertheless, there
will be a media event for Singapore and Malaysia. Media events are quick, organized
briefings centered on Legoland's upcoming event, the 10th Anniversary of Legoland
Malaysia Resort. Media events are intended to provide a comfortable environment for
reporters and journalists to ask questions and capture images or video. I was in charge of
registration at this event, and I learned how to deal with varied personalities because the
media was also from Singapore. Communicating with people from cultures other than our
own can be difficult. However, it was a valuable experience for me because I was able to
communicate well and handle the registration process.

2.7 Week 7

Picture 3: Anak Johor Prihatin 2022

On August 29th, Majlis Pelancaran Anak Johor Prihatin hosted at Legoland

Malaysia Resort and conducted by the government. Sales and Marketing team only solely
monitor and standby on ground if needed.

Aside from that, I was in charge of the company's IPad, which required me to
inspect the battery condition and upload Legoland information as reference tools for

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MATTA FAIR. Each themed room's images, facilities, Theme Park, Water Park, and
Sealife attractions must all be uploaded. All of this will put clients at ease because they
will be able to refer to rooms and facilities in addition to the brochure.

2.8 Week 8

Picture 4: MATTA Fair

MATTA Fair is organized by the 'Malaysian Association of Tour and Travel

Agents' (MATTA), the fair, which takes place between March and September every year,
offers some of the best deals for anything travel-related, such as tours, hotel stays and
flight tickets. During 5 days of MATTA FAIR I was grateful as I could be part of the
teams. This enhances my communication skills. I need to be responsive in a timely
manner, communicate clearly and easy-to-understand as the clients evolved from
different countries. Thus, I need to be patience as clients might ask several questions,
repeat instructions several times. Patience is important to keep the conversation on track,
remain personable and provide a positive experience as I’m representing the company.

2.9 Week 9

A company can increase business visibility by focusing on sharing high-quality

information. Regular social media posting is essential as its one of the great tools for the
audience to interact and communicate while keeping the audience informed of the latest
events. I was responsible for planning September social media promotional activities
whereby I included Halloween, Deepavali, Special Date such as Pumpkin Day and Music
Day content. However not all ideas could be executed as we’re lacking equipment and
guidelines that must be followed.

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 Picture 5: Legoland Anniversary Cake Lego

On September 15th, LEGOLAND Malaysia Resort kicked off its 10 year

anniversary and there’s a celebration with several activities: Balloon sculpting workshop,
Slam Dunk Fun and Cupcake Hunt activity. I was in charge of media registration, which
required the media to fill out a form using a QR code, brief the event's agenda, and
distribute gifts. Apart from that, I need to collect guest tags that have been distributed
earlier at Market Restaurant. Overall, it was a terrific experience for me, and I was able to
handle it effectively as I had participated in a few events previously.

2.10 Week 10

Data entry is a collection of information about all the clients that have made a
purchase including set details of name, job position, company address, email address,
phone number and other details. I was assigned to key-in 500 Singapore corporate clients
data 2012 to 2022 from invoice to Microsoft Excel. These tasks took me a week to
accomplish as I could only key-in 100 clients data per-day.

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 Picture 6: Paddle Pop Contest

There’s a Paddle Pop contest of winning Legoland stays and Park tickets, Grand
Prize winner entitled to get one night stay and Triple Park Pass. The room voucher will
be delivered by courier and the park tickets will be emailed. This week, I was assigned to
reach the Paddle Pop Grande Prize winner to double-check their address. Most of them
weren't aware that they had won the Grand Prize, so it was pretty exciting to phone them
and inform them.

2.11 Week 11

This week, I was assigned a few pre-event management tasks, the first of which is
to prepare 200 guest tags and 200 gift kits for the Planet Legoland School Challenges
event. Following by preparing 30 sets of Social Media contest prizes. The prize was
intended for Giveaway, Cake Photo Contest, and Throwback Photo Contest. All of which
were coordinated on social media channels, Instagram and Facebook. The winner must
claim their prize at the Legoland Theme Park admission counter. Aside from that, I need
to prepare a presentation deck and some forms for the School Supervisor's visit.

On 29th October, the School Supervisor’s visit took place at 3PM for about 1 hour.
I sum up my entire internship journey and reflection in a simple deck to School
Supervisor’s, HR and Head of Marketing. I was nervous at first because I’m presenting in
front of the professionals, however my leader has a friendly approach that made me feel
at ease, and it turned out to be a terrific experience for me. During the visit, there was a
gift-exchanging session, a warm-up session of sharing some ideas and followed by my
presentation.

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2.12 Week 12

On 2nd October there were Planet Legoland School Challenges held which took
place from 11AM to 1PM. According to the running order I was responsible for ushering
VIP and on stage arrangement. There was a rehearsal on Saturday at 8PM that I needed to
attend, and I was taught about stage setup throughout the event. Overall it was a great
experience for me and I learned a lot of teamwork and communication skills.

On 7th October, it was the Legoland Halloween launching event and it was my last
day of Internship. For the pre-event, I was in charge of preparing the media kit and guest
tag and during the event I’m responsible for media registration, which required the media
to fill out forms using a QR code, brief the event's agenda, and distribute gifts. The event
was held from 5PM to 7PM and all of the guests and staff in charge were required to
dress in Halloween themed costumes.

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4.0 Conclusion & Reflection

Internship program gives an opportunity for students to experience a real working

environment in a related industry. Throughout the 12 weeks Internship program at Legoland
Malaysia Resort. The internship provides a lot of new knowledge and working experience. Being
part of Sales and marketing team I was assigned to assist the management and senior staff by
completing administrative and entry-level activities, conduct research, make calls and send
emails, update records, attend meetings, help maintain customer connections and assisting events

At the beginning of Internship, Legoland Malaysia Resort starts with few tasks and
research of competitors and daily administration tasks work to familiarize myself with internally.
This is to enhance technical skills to ensure that upcoming work tasks are able to execute
smoothly. Soon after I was assigned and trusted by the department to perform a bigger task that
involved third parties.

By referring to training work there are various tasks given which are quite tough and
challenging. The tasks given are not only able to enhance hard skills but they also improve the
capabilities of critical thinking and problem solving of an individual. Finally, the internship
enables the achievement of good soft skills. There are several opportunities given during the
internship and the most interesting part is I get to learn each division task and get to be involved
in it as well.

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5.0 Reflection

Kotler, P., Rackham, N., & Krishnaswamy, S. (n.d.). Ending the War Between Sales and

Marketing. Harvard Business Review. Retrieved November 4, 2022, from

https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing

Loh, P. (2016, August 3). 10 things about Legoland Malaysia. New Straits Times. Retrieved

November 4, 2022, from

https://www.nst.com.my/news/2016/08/162913/10-things-about-legoland-malaysia

Merlin Entertainments. (2022). Awesome Awaits | LEGOLAND® Malaysia Resort. Retrieved

November 4, 2022, from https://www.legoland.com.my/

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