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Marketing Strategies in Telecoms

Course Detail

Duration: 2 Days
Price: �1575* Plus Applicable Taxes

Date:
	09 - 10 Jul 12	London	Register
	26 - 27 Mar 12	Dubai	Register

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

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