Understanding Internal Marketing Orientation in Higher Education

Evidence from a Portuguese Public University

Abstract

This paper studies the internal marketing orientation (IMO) within a Portuguese public university, applying a validated multidimensional model comprising informal information creation, formal information creation, information dissemination, and responsiveness. Using a questionnaire-based survey which was distributed to the entire population of teaching staff, non-teaching staff and researchers at a Portuguese university, and based on a sample of 67 respondents, the study combines descriptive analysis, regression modelling, and cluster analysis to identify patterns in internal communication. The findings confirm the internal consistency of IMO dimensions and show that formal information creation significantly predicts information dissemination, while both dissemination and informal information creation positively influence perceptions of responsiveness. Using cluster analysis, we identify three distinct staff profiles (Disconnected, Ambivalent, and Engaged) with different perceptions of internal marketing. The positive effects of formal communication on dissemination are only observed among the Engaged group, suggesting that alignment with the institution moderates the impact of internal marketing efforts. These results suggest that the university should move beyond one-size-fits-all communication models and adopt differentiated, group-specific strategies. By combining psychometric measurement with staff segmentation, the study provides methodological and strategic contributions to internal marketing research and practice in university settings.