Internal Marketing Management as a Driver of Territorial Linkage: A Productivity Model for CABE-UNEFM in Falcón State, Venezuela

Abstract

Latin American public universities are currently facing a structural crisis that strains their human talent management and their capacity to impact territorial development. In this context, endomarketing emerges as a key managerial philosophy to harmonize internal commitment with external objectives. This study aimed to propose an endomarketing management model to optimize productivity and organizational commitment at the Consejo Académico Bolivariano Estadal (CABE) of the Universidad Nacional Experimental Francisco de Miranda (UNEFM). The research followed a field-based approach with a descriptive scope and a non-experimental, cross-sectional design. A population census was conducted using a structured questionnaire administered to 25 collaborators at CABE-UNEFM. The instrument was validated by expert judgment, and its reliability was estimated using the KR-20 coefficient, yielding a result of 0.80. The evaluated dimensions encompassed endomarketing constructs (development, retention, job fitness, and internal communication) and organizational commitment. The findings reveal a fundamental dichotomy within the organization: a high level of affective-normative commitment (100% of respondents express a moral obligation to the team) coexists with significantly deficient endomarketing management. There is a total absence of strategic goal communication (100%), widespread ignorance of the institutional philosophy (92% are unaware of the mission and vision), a critical lack of resources (88%), and nearly non-existent labor recognition (60%). The findings corroborate that affective commitment acts as a buffer against management deficiencies; however, literature warns this is unsustainable in the long term. Implementing an integral endomarketing model is a sine qua non requirement to transform latent commitment into tangible productivity. This transformation is necessary for CABE-UNEFM to consolidate itself as an authentic engine for territorial engagement in the State of Falcón.