Developing and Communicating Compelling Customer Propositions (On-Demand)

We also have Developing and Communicating Compelling Customer Propositions.


Duration: 11 Hours

Course Code:  LB05

Course Summary

For businesses to be successful, they need to align with their customers’ requirements in a number of key ways - but fundamentally it comes down to understanding the customer(s), creating compelling customer propositions, communicating those propositions, and enabling the value exchange. It encompasses product development, marketing and marketing communications, and business development / sales activities.

This programme looks at the customer proposition holistically. It covers all the key elements needed to develop a sustainable business model that is tightly aligned with customer requirements, gets the right information in front of the right customers in an engaging and compelling way, and supports the overall strategy by delivering sustainable competitive advantage.

We use exercises, case studies, break-outs and discussions to develop competencies and confidence, and the tools used will allow participants to apply the techniques to the workplace immediately.

Topic Areas Include:

Creating Compelling Customer Propositions

  • Customers – Making Critical Choices
  • Strategy and the Customer Proposition
  • Customer Segments
  • Products
  • Brand
  • Components of a Brand
  • Pricing
  • Expectation and Consistency
  • The 80/20 Golden Rule

Sales and Business Development

  • Linking Marketing and sales – Lead Generation
  • Sales – Common Objections
  • Overcoming Common Objections
  • Establishing a Sales Decision Process
  • Responding to RFPs
  • Telecoms Business Simulation

Communicating Compelling Customer Propositions

  • Channels to Market
  • Key Elements of the Marketing Message
  • The Psychology of Persuasion
  • Segments, Profiles, Emotion
  • Marketing Communications
  • Online Marketing
  • Marketing Systems and Frameworks
  • Customer Retention and Loyalty
  • Marketing Communications Plan
  • Developing a Marketing Communications Plan
  • Developing a Campaign for Lead Generation / Sales
  • Assessing the Marketing and Communications Plan - KPIs
  • International Marketing
  • Market Research
  • Marketing Resources

 

On-Demand Online Training

On-Demand Online Telecoms Training

Our self-paced on-demand distance learning programmes are accessible on any computer, tablet or smartphone and allow you to study at a time and location that is convenient to you.

Each course includes:

  • Illustrated Course Books - featuring leading edge knowledge from subject matter experts.
  • Videos - Detailed videos expand the points covered in the course books, discussing topics in greater depth. 
  • Tutor Support – Dedicated course tutors are available to answer any questions you might have throughout your studies.
  • Formative Assessment - Modules include regular quizzes to support learning by testing your knowledge of the subject matter.
  • Certification– Successfully complete the end of module tests to earn Digital Badges to demonstrate the depth of your knowledge of the topic.