Internal Marketing

Paper Summary:

The paper describes internal marketing that is a new approach to marketing. The paper looks at the strategic and operational plans at UQ and explains that UQ has implemented a quality management program as a means of facilitating comprehensive internal marketing. The paper discusses how a continuous improvement approach at UQ can be developed if the organization analyzes operational and strategic plans to help identify gaps in service and, hence, identify improvement opportunities. The paper examines research activities for continuous improvement that are prior to establishing the internal marketing plan. The paper notes that the organization must identify its mission and goals.

Outline:
Part I - Theoretical Aspects of Internal Marketing
Continuous Marketing Approach
Research Activities For Continuous Improvement
Part II- Preparation of Internal Marketing Plan For Continuous Improvement Program
Evaluation of Plan In Terms of Success of Continuous Improvement

From the Paper:

"The operational and strategic plans developed at UQ must be aligned with organisational goals and objectives, the organisations mission and the organisations values program. The implementation of a quality management program will involve developing and nurturing a culture that supports continuous improvement. As Pervaiz & Rafiq (2002) note it is vital to view quality as part of the value of a system promoting accountability throughout the organisation. UQ has implemented a quality management approach by viewing quality as a "core value" that all members of the organisation are involved in through quality initiatives."

Sample of Sources Used:

• Croud, J. "University of Queensland Library - A case study in building a culture of continuous improvement." University of Queensland Library.
• Dennis, C. & Harris, L. "Marketing the E-business." London, Routledge: 2002.
• Lewis, B.R. & Varey, R.J. Internal marketing: Directions of management." London, Routledge: 2000.
• Pervaiz, K.H. & Rafiq, M. "Internal marketing, tolls and concepts for customer focused management." Butterworth & Heinmann, 2002.

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