Constituents of Internal Marketing in Higher Educational Institutions in India

Abstract

Internal marketing (IM) has revolutionized in the manner by which organizations across the globe look forward to achieve their objectives purely through working head by focusing on information, education, development and motivation of their employees. Internal marketing, thus, having realized such indispensable and significant relevance which plays a pivotal role in the higher educational institutions (HEI’s). Therefore, an attempt has been made to develop a scale in order to identify the various key constituents of IM in HEI’s. The data for the study was compiled from primary sources. Factor Analysis was used for the purpose of analysis. The results of factor analysis portrayed that internal communication, internal market research, training and development, psychological factors, HR and rewards, sociological factors, empowerment and vision are the important factors being the constituents of IM practices in HEI’s in India. The study recommended that the authorities in HEI’s should pay additional emphasis on the aforesaid factors in order to boost faculties continued commitment levels and to create comprehensible and practical job as well as organizational objectives.