Internal marketing and the job performance of academic staff in public universities in Uganda

Abstract

The declining performance of academic staff in Uganda’s public universities has sparked widespread concern among stakeholders, raising questions about its underlying causes and solutions. This study investigated the influence of internal marketing practices on the job performance of academic staff in public universities in Uganda to address these concerns. Employing a mixed-methods approach with a convergent parallel design, the study collected quantitative data from 350 academic staff through self-administered questionnaires and qualitative insights from 13 staff members via in-depth interviews. Quantitative analysis using descriptive statistics and linear regression revealed that internal marketing practices significantly improved academic staff performance, with job security (r² = .064, p = .000), training and development (r² = .049, p = .000), rewards (r² = .073, p = .000), communication (r² = .081, p = .000), empowerment (r² = .068, p = .000), and addressing status distinctions (r² = .085, p = .000) identified as key factors. The qualitative findings echoed these results but also highlighted challenges such as limited promotions, wage disparities, and inequities in academic ranks, which demoralized staff, particularly those in junior positions. The study concluded that effective internal marketing practices are vital for enhancing academic staff performance, urging universities to adopt strategies that address remuneration, recognition, mentorship, and equity. By fostering a more inclusive and supportive environment, universities can boost staff morale and align better with their institutional goals.