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Internal Marketing: A study about managers and employees at a Swedish university
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this thesis is to understand how managers of Jönköping International Business School (JIBS) work with internal marketing. Further by interviewing employees at JIBS get a full picture if the employees interpret the internal marketing in the same way as managers.Background: Today, the competition for students among universities is high and because of this, marketing themselves against potential customers is an essential part. External marketing efforts are important, but it is also said that this is not enough. Marketing communications needs to be integrated and marketer needs to consider the internal processes within an organisations. A theory focusing on internal communication is Internal Marketing (IM) e.g. raising the importance of motivation, training and empowerment of employees.Methods: In order to fulfil the purpose of this thesis a mixed method approach case study was used. Qualitative semi-structure interviews were conducted with managers and teachers at JIBS. In support a quantitative pre-test questionnaire was handed out to teachers working at JIBS.Findings andConclusions: We found that to some extent the perspective of managers and teachers agree that the way managers work with some of the factors within IM is also perceived by employees. The factors that the perspectives did not agree upon were mostly those that was not actively worked with or conscious send out by managers.

Place, publisher, year, edition, pages
2012. , 59 p.
Keyword [en]
internal marketing, motivation, university, employees
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-18992OAI: oai:DiVA.org:hj-18992DiVA: diva2:540986
Subject / course
IHH, Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-07-17 Created: 2012-07-05 Last updated: 2012-07-17Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf