Essential marketing tool

2nd July 2004 at 01:00
West Herts College is an "Investor in People". But what could this possibly mean?

Tony Pitcher, the caretaker principal, thinks the college is spending too much money on certain activities, like teaching students - a problem he is addressing with a round of redundancies.

So in what kind of person is the college investing?

A job advert sheds some light on the matter. It shows the publicity-conscious Mr Pitcher is keen to appoint that most essential of people, a director of marketing and communications.

The advert says: "As director of marketing and communications, we need you to communicate our vision with imagination, insight and flair."

For which the college is prepared to pay up to pound;58,000 per annum.

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