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Commercial Aspects of Telecoms


Marketing Strategies in Telecoms Programme

Section 1- The Strategy Development Process

  • Telecoms corporate strategy development and strategic positioning options
  • Strategic challenges for telecoms organizations
  • Overview of marketing strategy components
  • Linking marketing strategy to corporate strategy: the market-oriented and customer-centric organization

Section 2 -Developing Strategic Marketing Objectives

  • Marketing positioning options and statement
  • Competitive positioning options
  • Quantitative and qualitative measurement of strategic marketing objectives
  • Critical assessment of telecoms marketing positioning statements

Section 3 – Developing a Sustainable Customer Strategy

  • Definition of strategic customers
  • Maximizing the lifetime value and profitability of strategic customers
  • Customer lifecycles and churn
  • Customer satisfaction and loyalty drivers
  • The strategic marketing mix
  • Organizational implications of the marketing strategy

Section 4 -Selecting and Managing Successful Marketing Partnerships

  • The role of downstream marketing partners and their contribution to customer satisfaction and loyalty
  • Partnerships and the strategic marketing mix
  • Partnership revenue models

Section 5 – Future-Proofing the Marketing Strategy

  • Risk minimization techniques
  • The role of scenario planning
  • Scenario planning outline
  • Scenario planning exercise

Section 6 – Group Presentations of Case Study

  • Articulation of a corporate strategy
  • Marketing positioning statement
  • Sources of sustainable competitive advantage
  • Quantitative and qualitative strategic marketing objectives
  • Target strategic customers, loyalty drivers, lifecycle management and strategic marketing mix
  • Downstream strategic resource requirements
  • Scenario planning implementation