Abstract:
The purpose of the study was to evaluate the EAP’s internal marketing strategy in the National Prosecuting Authority. The study was conducted at the Head Office in Pretoria. The sample comprised of one hundred and three (103) employees of the NPA, representative of all business units in the organisation. The sample was drawn from the population using stratified random sampling method. The required number of respondents was further selected proportionally from each stratum using random sampling. The research approach followed in the study was a combination of qualitative and quantitative approach, dominant-less-dominant survey design. The research approach was predominantly quantitative, and a small qualitative component was incorporated, which aimed to explore one aspect of the study where respondents were required to give recommendations for improvement of the EAP internal marketing strategy within the organisation. A theoretical background on EAP internal marketing was provided through a literature study. In the literature study, the goals, objectives and elements of EAP marketing were discussed. The aspects of EAP that are critical for EAP marketing were explored and discussed. The literature study also included a discussion of various EAP marketing strategies. A practical review of marketing strategies employed by four companies was done in order to compare with the strategies implemented in the organisation where the study was conducted. The section concluded with the discussion of challenges of developing an internal marketing strategy. The empirical part of the study focused on the evaluation of the Employee Assistance Programme internal marketing strategy in the National Prosecuting Authority. The aim of the study was to determine whether the internal marketing strategy implemented was effective. A questionnaire was used as a research tool and distributed to the respondents. The findings of the study were based on ninety-nine (99) questionnaires that were returned by respondents. The findings were presented and analysed using tables and graphs, and also interpreted in words. The study revealed that generally, respondents were aware of the existence of the EAP. However, there is a great need to improve on the EAP internal marketing strategy in order to increase awareness of the different components and services of the programme. The hypothesis of the study was that marketing activities improve knowledge of EAP services amongst employees. The results of the study supported the hypothesis since respondents that were exposed to various EAP marketing material and methods of communication were aware of the different aspects of the programme than respondents who were not exposed Based on the findings of the study, conclusions and recommendations were made regarding the improvement of the EAP marketing strategy in the NPA.
