After having gone through the programme planning exercise, management is responsible for ensuring that the plans are implemented in an efficient (optimum resource use) and effective (achieving the set objectives) way.

In this Guide, we have chosen some topics that we found especially interesting for programme managers in business support and training institutions:

• Fundraising: ensure that enough financial resources are available for the programme
• Organising Events: ensure effective and efficient operations of programme events
• Promotion: ensure the cost-effective communication of the programme to the target group
• Sales: ensure the "buying into" of the target group