Perceptions of the Concept of Internal Marketing- a Pilot Study

This study focuses on the perceptions of Internal Marketing in the higher education sector of Australian Capital Territory and Regional New South Wales in Australia. This is a pilot study and therefore the sample size is small. There are two reasons for study. The first is to investigate whether this relatively new concept of Internal Marketing is being applied in the education sector or not. The second reason of the study is to find out the extent of familiarization and implementation of this concept to the HR and Marketing directors. Initial results indicate that the concept has been heard of but not literally applied in the universities. The HR department is already doing its job of trying to retain their employees and making sure they are happy during their job, so may-be they don’t need another term or concept. The biggest challenge faced in the effectiveness of Internal Marketing is the lack of cooperation from heads of schools within the university. The biggest and foremost limitation of the study is its sample size and also the same type of respondents. Different heads of schools or deans might give a different picture.