The purpose of this study is to determine if internal marketing (IM) is a useful internal tool for the economic unit to enhance organisational performance (OP) and job satisfaction (JS) in Malaysian private universities (PU). The primary objective of this study is to develop a theoretical framework for the creation of a comprehensive measurement scale that emphasises the direct use of IM in PUs and enables PUs to achieve strategic goals such as bolstering lecturers' job satisfaction and organisational performance. The significance of the relationship between IM, JS, and OP is determined using a quantitative technique approach within the context of hypothesis testing. The respondents are lecturers from Malaysian private universities. This study contributes to the literature in two ways: first, it examines the relationship between internal marketing, job satisfaction, and organisational performance in the context of private universities, an industry where marketing issues remain understudied; and second, it provides a theoretical framework for the development of internal marketing within an organisation, with a focus on PUs. In this situation, the resilience and success of PUs can be attributed, in part, to the lecturers' capacity to defend their institutions against an intimidating environment and maintain growth.
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