Intern marknadsföring

For the success of universities, it is very important that the personnel are well motivated through internal marketing. The purpose of this report was to identify which activities universities uses to motivate their teaching and researching personnel and how the activities are valued by this group of employees. The study was conducted in the form of a case study. One interview with the chief administrator at Luleå University of Technology was conducted, and a questionnaire was sent to all the teaching and researching personnel at the same university. The result indicates that Luleå University of Technology uses many internal marketing activities to motivate their employees. Among these are meetings, empowerment and the possibility to participate in decisionmaking-processes. The university also works with appreciation, acknowledgement and confirmation. The result also shows that the teaching and researching personnel values an interesting, meaningful and challenging work the most. Then follows appreciation, empowerment, positive relationships with colleagues, acknowledgement, confirmation and responsibility.

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