Published Online:February 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM060225
DOI:10.71329/IUPJMM/2025.24.1.116-139
Author Name:Vipin Benny
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:116-139
The paper attempts to establish the core components of internal marketing in higher education institutions (HEIs) in Kerala. A survey of 315 educators engaged in college teaching was conducted. Factor analysis was used to reveal the main factors constituting internal marketing in HEIs, and structural equation modeling was used to rate the validity of the model designed for this study. The HEI authorities revealed that they want the educators to pay more attention to four factors—internal communication, internal market research, training and development, and sociological factor. Institutional research undertaken by them is believed to be adequate for the purpose of recognizing the areas for improvement, developing a framework for action, and tracking progress towards these goals.
Motivational campaigns in higher education institutions (HEIs) serve as crucial internal marketing strategies to enhance teachers' job satisfaction and overall career fulfillment. In Kerala, internal marketing plays a pivotal role in fostering a positive work environment for lecturers and staff, cultivating a collaborative culture and promoting institutional commitment. Within the higher education system, internal marketing functions as a strategic mechanism to align employees with the institution's vision, ensuring that all members share core organizational values.