Managing internal marketing in a New Zealand language school: Some important lessons for all educational leaders

Abstract

Looking outside mainstream education to a small language school in New Zealand, this case study presents how a marketing concept, such as internal marketing, can create high-quality educational experiences for both staff and students. In a case of teacher as researcher, in-depth interviews, surveys and member checking were used to understand how marketing works in a small private language school, and what the experiences of staff and students are under such practices.A meta-model for the internal marketing of services was used as a guide. Clearly, the manager successfully applies internal marketing theory driven by engrained school ideologies.Teachers are treated as clients of the school whose needs are as important as the students', and those needs are very well managed. Educational managers, in particular those working with adult students, looking to create an environment in which both teachers and students are thriving, could learn from these practices. © 2008 British Educational Leadership.