Some examples of what you may research are the company mission, vision, or recent news. You’re looking for information that is relevant to the position and details that make you excited about the company.
Let’s look at Patagonia as an example. Patagonia’s mission statement is: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” If you’re applying for a Sales Internship, but you’re also passionate about protecting the environment, then it would be great to reference how you’re drawn to their mission.
Academically, my extensive coursework as an honors student in Museum Studies has enabled me to gain an understanding of how exhibits are coordinated and marketed. As part of my capstone Arts Management course, I worked as an intern for the ABC University Museum. My responsibilities in this role included conducting gallery tours, manning the reception desk and answering phones, creating effective promotions (within a tight deadline) for an upcoming exhibition, and changing out art descriptions on their website. I also coordinated a “meet and greet” happy hour with local artists Mike Angelo, R. M. Brandt, and Hal Bein that raised more than $8000 for our “Friends of the Museum” fund.