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lustrates those principles in practice.
 
Obviously, this course must ensure that it fully exploits all available marketing channels, recognizing the advantages and disadvantages of each, in order to best reach the managers and owners of the target, local, small businesses, and to convince them that this course will benefit them and their employees. As the town is only medium sized, it is fair to assume that these small businesses still have dominance over the high street and thus word of mouth will be of vital importance. One possible way of exploiting this would be to attempt to use the existing popularity of the Business Administration Course to spread the word about the new course, and give the impression that the new course will offer similar benefits to productivity, albeit at a higher level.
 
Unfortunately, although this method would be cheap, effective, and have a broad reach, it is difficult to control. One of th main impacts of this could be that managers simply see it as a slightly more advanced version of the Business Administration Course, and thus believe that it is not relevant to junior managers, another possible problem would be if they saw it as a replacement, thus the two courses would be in competition. Finally, bad images can spread as fast as good, especially if there are any teething problems in launching the new course. For these reasons, although word of mouth will be useful to the course, it should be combined with other marketing methods to ensure that the message is put across clearly and consistently on all media.
 
Advertising, through local television, radio stations and newspapers, will provide the course with a reach beyond mere word of mouth, and may enable the course to attract students from neighbouring towns. However, without a solid reputation to back up these advertised claims, people may well be sceptical of the offerings of such a new course, especially when compared to the courses offered at major universities and other tertiary education centres. To help develop the reputation of the course, a form of sales promotion could be used, whereby the first one hundred people to enrol gain reduced rates, or possibly any business with a certain number of employees in the Business Administration Course gains a number of reduced or free places on the Business Management Course. A combination of these three channels should provide the best marketing, offering wide range, credibility and an immediate uptake from the local population. Direct sales and Internet marketing have been ignored as direct sales is unlikely to be successful with a business course, as both employee and business would need to be convinced, and the Internet is on too wide a scale, however if the school already has a website, the course should be listed on it as this will make it easier for potential students to investigate.
 
Human resource management implications
 
Obviously the main human resource management implication of launching the new course is the proposed recruitment of up to four part time staff to teach part of the course on line, and offer student support. Integrating these new staff members into the college's full time staff could prove difficult, assuming that these new staff members would be the first part time ones hired by the college. On the one hand, these new staff members could feel excluded from the oth本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。