Principles of Internal Marketing (UGD)

Learning outcomes

5.1 Knowledge: at the end of the module/unit the learner will be able to:

a) Explain the concept and evolution of internal marketing, with reference to service-based industries.

a) Describe the components and implications of the services marketing triangle.

b) Identify the variables that contribute to successful internal marketing outcomes.

c) Discuss the ethical and professional responsibilities of internal marketing practitioners.

d) Analyse barriers to internal marketing and outline strategies to overcome them.

e) Examine the shift from production-based to services-based internal marketing models. 

5.2 Skills: at the end of the module/unit the learner will be able to:

a) Contribute to the planning and implementation of internal marketing strategies in a workplace setting.

b) Apply ethical and socially responsible principles when engaging in internal marketing activities.

c) Collaborate with colleagues to develop internal communication initiatives.

d) Demonstrate self-directed learning in support of continuous professional development. 

5.2.1 Judgmental skills and critical abilities, if required The learner will be able to:

a) Evaluate the effectiveness of internal marketing strategies using evidence-based approaches.

b) Reflect critically on the role of internal communication in supporting employee motivation and engagement.

c) Assess the application of the services marketing triangle in real-world internal marketing cases.

5.2.2 Additional module-specific communication skills, if required The learner will be able to:

a) Present internal marketing proposals clearly and professionally, both verbally and in writing.

b) Engage in collaborative discussions and respond constructively to peer feedback.

c) Use appropriate communication styles to interact effectively with internal stakeholders. 

5.3 Competences: at the end of the module/unit the learner will have acquired the responsibility and autonomy to:

a) Take responsibility for promoting internal marketing practices within a service organisation.

b) Act independently in developing internal marketing materials or campaigns.

c) Reflect on internal marketing outcomes and propose improvements based on feedback and evaluation.

d) Demonstrate initiative in applying internal marketing knowledge to real-world workplace challenges.

 Assessment Type Choose the most appropriate (tick) Percentage Number and Metric

a) Presentation x 40%. Learners will complete a one-hour thematic presentation assessment, comprising:

45 minutes to research, prepare, and structure their ideas and 15 minutes to deliver the presentation

This collaborative case study presentation involves analysing internal marketing scenarios using theoretical frameworks such as the services marketing triangle. Learners will apply critical thinking to propose strategic solutions and make evidence-based recommendations.

b) Assignment x 60%. Learners will submit a 2,000-word written assignment exploring:

The evolution and theoretical underpinnings of internal marketing, Barriers and enablers within service organisations, Real-world evaluation of internal marketing strategies, Ethical considerations and practical implementation planning. This assessment format ensures learners develop strategic, reflective, and communication competencies relevant to internal marketing practice.

Core reading list:

Books: 

AHMED, P.K. & RAFIQ, M., 2020. Internal Marketing: Tools and Concepts for Customer-Focused Management. 2nd Edition. London: Routledge.

GRONROOS, C. & VOIMA, P., 2021. Service Management and Marketing: Customer Management in Service Competition. 5th Edition. Chichester: John Wiley & Sons.

VAREY, J.R. & Lewis, B.R., 2023. Internal Marketing: Directions for Management in the Digital Era. 3rd Edition. Oxford: University Press.

Academic papers:

CHARTERED INSTITUTE OF MARKETING, 2024. Internal Marketing Best Practices Report: Engaging Employees in Service Excellence. Maidenhead: CIM.

KUMAR, S., PATEL, N. & JOHNSON, M., 2023. Internal marketing effectiveness in hospitality organizations: A multi-dimensional approach. International Journal of Hospitality Management, 110, 103421.

RODRIGUEZ, A., KIM, J. & BROWN, L., 2022. Digital transformation and internal marketing: Lessons from the tourism industry post-COVID-19. Tourism Management, 92, 104567.

Note:

Whilst not mandatory, students are encouraged to enhance their independent learning by reviewing additional academic articles. These can be found through internet searches, the Library’s online academic database, and the VLE.