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Internal Marketing and Schools: The Slovenian Case Study

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  • Vinko Logaj

    (National School for Leadership in Education, Slovenia.)

  • Anita Trnavcevic

    (University of Primorska, Slovenia)

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    Abstract

    Schools in Slovenia are expected to address and respond to the changing environment. Breaking through the rigidity of traditions is a complex process. Internal marketing can be used for doing this. It is a process that focuses on teachers and students in order to increase effectiveness and efficiency of schools and also the level of satisfaction of ‘school customers’. The purpose of this paper is to discuss the elements of internal marketing which are essential for teacher and customer satisfaction and to indicate opportunities for the implementation of internal marketing philosophy and related strategies in Slovenian schools. The paper provides a theoretical framework, an analysis of the Slovenian legal framework and the results of the case study conducted in a grammar school. Data were collected through a group interview, a questionnaire and individual in-depth interviews. The findings show that although the concept of internal marketing is unknown to the participants in the study, its philosophy and focus are present in the school.

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    Bibliographic Info

    Article provided by University of Primorska, Faculty of Management Koper in its journal Managing Global Transitions.

    Volume (Year): 4 (2006)
    Issue (Month): 1 ()
    Pages: 79-96

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    Handle: RePEc:mgt:youmgt:v:4:y:2006:i:1:p:79-96

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    Related research

    Keywords: education; marketization; marketing; internal marketing; human resource management;

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    Cited by:
    1. Karmen Rodman & Nada Trunk Sirca, 2008. "Ensuring Professionalism of the External Evaluation Commission: The Slovenian Case Study," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 6(3), pages 301-315.

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