Internal Marketing Practices in the Services of Business Schools: 7Ps Determinant Analysis

Abstract

The demand for management education has increased after Covid-19 due to quality placement. The heavy competition among the Business Schools led to rigorous marketing to attract more end customers (Students). Hence they adopted external marketing. Quality of service cannot be offered in the absence of quality employees. Hence, B-Schools adopted internal marketing. Generally, service businesses are influenced by the 7Ps of the marketing mix. The present study attempts to investigate whether the 7Ps of marketing mix influence the internal marketing practices of B-schools. This article aims to investigate the impact of the 7Ps of Marketing Mix on the internal marketing practices of B-schools. The present study has adopted a purposive sampling method. Primary data have been collected through a 5-point Likert scale questionnaire from 100 respondents working in the top 10 management institutions of Assam, India. Regression analysis was carried out to test the established hypotheses. It has been found that the pack of service, people involvement, and process followed, have a better impact on the internal marketing practices of business schools than other variables. If B-Schools wish to gain a competitive advantage need to focus on quality service delivery and make every external customer employable.