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• Duration: 2 Days
• Price: €1575* Plus Applicable Taxes

Marketing strategy and planning in telecoms

• Corporate vision, mission and objectives
• Definition, scope and role of marketing in telecoms
• Product marketing and services marketing
• The marketing strategy and planning process
• Elements of the marketing plan
• Short-term and long-term objectives

 Understanding telecoms customers

• Types of markets: developed and emerging markets
• Types of customers: business, consumer, retail and wholesale
• Customer buying behaviour
• Customer expectations and customer satisfaction drivers
• Customer lifecycles and customer lifetime value
• Customer research
• Customer segmentation

 Telecoms marketing dynamics

• The marketing audit: telecoms macro- and micro-environments and their impact on marketing
• PESTLE and SWOT analysis
• Portfolio analysis
• Developing a competitive stance

The marketing mix: designing and pricing telecoms solutions

• Telecoms product and solutions design: tangible and intangible elements
• Designing and maintaining a telecoms brand
• Role of partnerships in solutions design and branding
• Customer service as part of the solution
• Product lifecycles, innovation and product management
• Pricing approaches
• Segment-specific solutions design and pricing

The marketing mix: distributing telecoms solutions

• Reaching customers: the telecoms channel
• Retail and wholesale channels to market
• Business and consumer channels to market
• The role of intermediaries and partners
• Customers as a distribution channel
• Segment-specific distribution channels
  

The marketing mix: promoting telecoms solutions

• Integrated marketing communications approach
• Traditional and emerging communications tools and effectiveness in telecoms
• Above-the-line promotional tools
• Below-the-line promotional tools
• Running segment-specific promotions

Measuring the telecoms marketing plan

• Purpose of measurement
• Short-term and long-term measurement
• Quantitative measurement
• Qualitative measurement
• Budget-setting and controls