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 unit is taught mainly through practical case studies, providing an opportunity for analysing how internal marketing is used within leading organisations.
1x 3hr seminar per week
class project (40%), group project (40%), participation (20%)
This unit is only available to students enrolled in the Master of Marketing, Graduate Diploma and Graduate Certificate of Marketing.