Syllabus For The Subject MARKETING MANAGEMENT IN TELECOM SECTOR

UNIT - 01

MARKETING MANAGEMENT CONCEPTS AND TASKS IN TELECOM SECTOR, DEFINING

AND DELIVERING CUSTOMER VALUE AND SATISFACTION - VALUE CHAIN - DELIVERY

NETWORK, MARKETING ENVIRONMENT, ADAPTING MARKETING TO NEW LIBERALISED

ECONOMY - DIGITALISATION, CUSTOMISATION, CHANGING MARKETING PRACTICES, EBUSINESS

- SETTING UP WEBSITES; MARKETING INFORMATION SYSTEM, STRATEGIC

MARKETING PLANNING AND ORGANIZATION.

UNIT - 02

BUYER BEHAVIOUR, MARKET SEGMENTATION AND TARGETING, POSITIONING AND

DIFFERENTIATION STRATEGIES, PRODUCT LIFE CYCLE STRATEGIES, NEW PRODUCT

DEVELOPMENT,

PRODUCT MIX AND PRODUCT LINE DECISIONS, BRANDING AND PACKAGING, PRICE

SETTING -

OBJECTIVES, FACTORS AND METHODS, PRICE ADAPTING POLICIES, INITIATING AND

RESPONDING TO PRICE CHANGES.

UNIT - 03

MARKETING CHANNEL SYSTEM - FUNCTIONS AND FLOWS; CHANNEL DESIGN, CHANNEL

MANAGEMENT - SELECTION, TRAINING, MOTIVATION AND EVALUATION OF CHANNEL

MEMBERS; CHANNEL DYNAMICS - VMS, HMS, MMS; MARKET LOGISTICS DECISIONS.

UNIT - 04

INTEGRATED MARKETING COMMUNICATION PROCESS AND MIX; ADVERTISING, SALES

PROMOTION AND PUBLIC RELATION DECISIONS. DIRECT MARKETING - GROWTH,

BENEFITS AND

CHANNELS; TELEMARKETING; SALESFORCE OBJECTIVES, STRUCTURE, SIZE AND

COMPENSATION.

UNIT - 05

IDENTIFYING AND ANALYSING COMPETITORS, DESIGNING COMPETITIVE STRATEGIES

FOR LEADERS, CHALLENGERS, FOLLOWERS AND NICHERS : CUSTOMER RELATIONSHIP

MARKETING - CUSTOMER DATABASE, DATA WAREHOUSING AND MINING. ATTRACTING

AND RETAINING CUSTOMERS, CUSTOMERISM IN INDIA, CONTROLLING OF MARKETING

EFFORTS. GLOBAL TARGET MARKET SELECTION, STANDARDIZATION VS ADOPTATION,

PRODUCT, PRICING,

DISTRIBUTION AND PROMOTIONAL POLICY.