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

dc.contributor.author Injikuru, Justine
dc.date.accessioned 2025-03-12T14:26:15Z
dc.date.available 2025-03-12T14:26:15Z
dc.date.issued 2024
dc.description A thesis submitted to the Directorate of Research and Graduate Training award of the Degree of Doctor of Philosophy in Educational Management of Makerere University en_US
dc.description.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. en_US
dc.identifier.citation Injikuru, J. (2024). Internal marketing and the job performance of academic staff in public universities in Uganda; unpublished thesis, Makerere University, Kampala en_US
dc.identifier.uri http://hdl.handle.net/10570/14453
dc.language.iso en en_US
dc.publisher Makerere university en_US
dc.subject Internal marketing en_US
dc.subject Job performance en_US
dc.subject Academic Staff in public universities en_US
dc.title Internal marketing and the job performance of academic staff in public universities in Uganda en_US
dc.type Thesis en_US
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