Introduction

 Defining Your Business

Understanding Your Market	Assessing Your Institution	Defining Your Strategies
- Macro environment    - Customers        -Target Group      -Target Market size  - Competitors    >> Synthesis	- Organization    - Resources    - Marketing    - Programmes/Services    >> Synthesis	- Vision    - Mission    - Objectives    >> Synthesis        -SWOT Matrix      -Generic Strategies      -Opportunity Boxes

 Managing Your Institution

Business Planning	Implementing: Key Areas	Controlling
- Business description    - Operation Plan    - Marketing Plan        -Product      -Price      -Promotion      -Place  - HR Plan    - Financial Plan        - Cash-Flow Forecast      - Budget      - Balance Sheet  - Risk Management    - Action plan    >> Synthesis	- Intellectual property    - Internet Marketing        -Institution Web Site      -E-mail Newsletter      -E-Discussions      -Internet Advertising  - Quality & Accreditation        -Quality Management      -Accreditation  - Partnership Agreements    - Human Resources        -Recruiting      -Compensation      -Performance Appraisals      -Staff Development	- Internal Evaluation

 Delivering Your Programmes

Programme Planning	Delivering Key Areas	Evaluating
- Programme description    - Marketing Plan    - HR Plan    - Financial Resources        -Budgeting & Pricing      -Cash Requirements  - Evaluation Plan    - Work Plan    >> Synthesis	- Fundraising        -Identifing Donors      -Writing a Project Proposal  - Organising Events    - Promotion        -Advertisements      -Direct Marketing      -Public Relations  - Sales	- Reporting    - Programme Evaluation    >> Synthesis