Title: Internal marketing practices in higher education: an evaluation of employees' perception

Authors: Andy Fred Wali; Emmanuel A. Amangala; Emmanuel Nwokah; Obabuike Ikeni Nkpurukwe

Addresses: Department of Business Administration, Federal University Wukari, Nigeria ' Department of Marketing, Niger Delta University, Nigeria ' Department of Business Management, Ebonyi State University Abakiliki, Nigeria ' Department of Business Administration, Federal University Wukari, Nigeria

Abstract: This study aims to understand employees' perception of internal marketing practices in selected public universities. The interpretive paradigm and specifically the social constructive interview strategies were chosen for this paper. Our population is teaching and non-teaching staff in these institutions and purposive sampling strategy was employed with strict ethical procedures to recruit participants. We conducted two streams of interviews: the first stream was single face to face interview with each of the 25 participants from both categories and after two weeks same set of questions used during the face to face interviews was sent to all 25 participants via e-mail and we received replies within three weeks from participants. Categorical thematic template analysis was used to analyse participants' opinions and with NVivo 11 software. Findings show that internal marketing practices were perceived differently in the case university with four emerging themes. Recommendations were offered on how to improve IM practices.

Keywords: internal marketing practices; employees' commitment; qualitative paradigm; NVivo 11; public university; Nigeria.

DOI: 10.1504/IJHES.2020.113058

International Journal of Higher Education and Sustainability, 2020 Vol.3 No.2, pp.90 - 111

Received: 31 Jan 2020
Accepted: 13 Jul 2020
Published online: 16 Feb 2021 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article