Professional Studies for Screen-Based Media
Foundation Degree South West
Internal Marketing and Customer Care



This section provides an overview of the ideas surrounding internal marketing and service delivery. Both of these concepts feed in to the idea that organisations need to do more than just provide customers with good products and services but that they need to show they care about them. After completing this section you should be able to:

1. explain what internal marketing is and at least some of its core potential benefits; 2. understand the importance of company culture for marketing;
3. list at least four reasons why we should add a 5th 'P' to the marketing mix: People; 4. appreciate the contribution made by the notions of 'Moments of Truth' and 'Part time marketers'