تقييم واقع ممارسـات التسويق الداخلي في جامعة اللاذقية "دراســة ميدانية"

Abstract

The study aimed to evaluate the reality of internal marketing practices (clarity of work roles, teamwork, internal communication, internal training, motivation, and empowerment) from the perspective of administrative staff at Tishreen University.

The research adopted a descriptive approach. The study population included all 3,514 administrative employees (male and female) at Tishreen University. A simple random sample was used, with the total sample size determined by the statistical sample formula. The required sample size, based on simple random sampling, was 346 employees. Questionnaires were distributed to them, and 321 complete and valid questionnaires were returned for statistical analysis, yielding a response rate of 92.8%.

The evaluation of internal marketing practices at Tishreen University, from the perspective of administrative staff, revealed that clarity of work roles (73.8%), team cohesion (80.2%), and strong internal communication (high rating) are prominent strengths. These reflect a high understanding of tasks, a strong sense of belonging, effective cooperation, and a positive work environment. In contrast, practices related to internal training (63.2%), motivation (62.8%), and empowerment (64.6%) received a medium rating. This indicates that training programs do not fully meet aspirations, motivation efforts are not optimal, and employees' sense of ability to make decisions and participate remains partial and incomplete. These results highlight the need to strengthen the weaker aspects to ensure employee satisfaction and improve their performance.