MARKETING IN HIGHER EDUCATION INSTITUTES: USING AN INTERNAL MARKETING STRATEGY AND INNOVATION MODELS
MARKETING IN HIGHER EDUCATION INSTITUTES: USING AN INTERNAL MARKETING STRATEGY AND INNOVATION MODELS

Summary/Abstract: Marketing becomes useful in higher educational institutions. There are a lot of changes in the higher education environment and there is a competition between institutions. Usually, marketing methods are applied towards external customers such as students. To achieve the institutions goals, the employees have to be aware of these goals. This paper focuses on applying internal marketing concepts to the higher education sectors. It tries to develop a method for applying active learning techniques in higher education institutions by implementing internal marketing strategies in which we treat the teaching staff as internal customers. Through this paper, the Rogers model of diffusion of innovations was used, adjacent to internal marketing methods.

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