In order to understand who are the customers for your programmes and services you need to analyze and define the following:
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| Introduction |
| Who is the Guide for? | | | Objective of the Guide? | | | How to use this Guide? |
| Defining Your Business |
| Understanding Your Market | | | Assessing Your Institution | | | Defining Your Strategies |
| Managing Your Institution |
| Business Planning | | | Implementing: Key Areas | | | Controlling |
| Delivering Your Programmes |
| Programme Planning | | | Delivering Key Areas | | | Evaluating |
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