Internal Marketing (MKTG6207)
UNIT OF STUDY
This unit considers the role of internal marketing in motivating employees towards implementing marketing strategies. Although the principles of marketing used internally within an organisation are similar to those used externally, frequently a fresh approach is required when addressing practical issues. This unit presents current thinking and research on the topic of internal marketing and explains how it can be used to assist with implementing marketing strategy. The course will be taught mainly through practical case studies, providing an opportunity for analysing how internal marketing is used within leading organisations.
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Further unit of study information
1x 3hr seminar per week
individual exercise (20%), group projects (developing reciprocal and integrated value propositions (35%) & analysis and benchmarking of major internal marketing issue (35%)), individual participation (8%), and research participation (2%)
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Study this unit outside a degree
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