Strategies for the Development of Internal Marketing Orientation in the Private High Education Institutions in Albania

Abstract

In the post-communist era, Albanian higher education system underwent a series of reforms, which included the privatization of higher education institutions. While this was generally heralded as a progressive move, policy makers could not anticipate the preparedness of the system to face cut-throat competition and the resultant insecurity. The aim of this paper is to identify strategies for the improvement and implementation of internal marketing communication across the Albanian private higher education sector in order to attract and retain its internal customers/ employees. It argues that internal marketing in general and organizational communication in particular are some of the most vital yet neglected areas of organizational development in the private higher education system of Albania. Changes are more likely to be accepted by the stakeholders if they are informed by the complex socio-cultural realities surrounding the system undergoing change.

DOI: 10.5901/ajis.2014.v3n3p393