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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