Marketing Strategies in Telecoms
- Course Name: Marketing Strategies in Telecoms
- Duration: 2 days
- Technical Level: N/A
Overview
Developing a successful marketing strategy that captures customer loyalty is at the heart of long-term success in the rapidly evolving telecoms sector. However, many generic marketing approaches do not translate well into telecoms, and some organizations find it difficult to maintain the balance between implementing short-term, tactical marketing and a developing long-term strategy that builds sustainable competitive advantage.
This practical and hands-on course offers insights, strategies and techniques enabling telecoms executives to develop an holistic marketing strategy that focuses on meeting the complex and fast-changing expectations of their customers. In addition to a thorough review of the critical success factors for developing and sustaining customer loyalty in both consumer and business markets, and in retail and wholesale markets, the course also explores specific requirements in the areas of product mix, promotional strategies and partnership management. Real-life examples are used throughout the course.
Pre-Requistes
A basic understanding of marketing in telecoms environments would be an advantage, but is not essential.
Course Objectives
At the end of the course, the delegate will be able to:
- Analyse some key weaknesses of marketing strategies in telecoms organizations
- Identify critical success factors and set marketing objectives
- Discuss the key macro-environmental factors that will influence the choice of marketing strategy for a telecoms company wishing to develop sustainable competitive advantage
- Assess the underlying drivers of customer loyalty and customer lifetime value (CLV) in telecoms
- Appreciate the importance of setting and managing customer needs and expectations at different points in the lifecycle of a telecoms customer
- Apply basic segmentation techniques and assess key customer requirements in consumer and business markets
- Apply basic segmentation techniques and appreciate the differences in customer requirements between retail and wholesale markets
- Design product branding, pricing, bundling and channel strategies that address the needs of customers in different parts of the lifecycle
- Review the most appropriate promotional mechanisms available to address different customers' expectations
- Develop an understanding of the roles of partners in the evolving telecoms value system and the techniques for managing partnerships successfully
Course Requirements
