-
7/27/2019 ENTS_632_S98
1/4
ENTS 632 SPRING 1998
Telecommunications Marketing Management
Instructor:
Dr. Robert Krapfel
Texts:
Basic Marketing Management, Dalrymple and Parsons, 1995Crossing
the Chasm, Geoffrey Moore, 1991
Office:
3463-VMHPhone: 405-2182, 951-5291Fax: 405-0146
Office Hours:
Mon 5-6 and by appointment
E-mail:
[email protected]
This course exposes the student to the strategic marketing,
sales and customer servicechallenges confronting organizations in
the computer, communications and mediaindustries. It emphasizes
understanding of volatile technology, regulatory and
competitive
environments as a backdrop to strategic planning and management
in the marketingdomain.
Date Topic Text, Ch.
2/2 Introduction to StrategyTelepointHandout
2/9 Goals and MethodsDP 1,2; Moore 1;ACG
2/16CommercializingTechnology
Moore 2
2/23 Customer Analysis DP 3;
3/2 Competitor AnalysisDP 5; NorthernTelecom A
3/16Segmentation &Positioning
DP 4; SkyTelevision
3/30 Midterm Exam 4/6 Demand Analysis DP 6;
4/13New ProductDevelopment
DP 7 and Moore3,4; IUSACELL
4/20Products/ServicesManagement
DP 8,9; NorthernTelecom B
-
7/27/2019 ENTS_632_S98
2/4
4/27 Pricing and ChannelsDP 10, 11 andMoore 7;
5/4Direct Sales andMarketing
DP 12,13;
5/11Advertising/SalesPromotion
DP 14,15; MCIVision
5/18Final Exam/TermProjects Due
American MobileSatellite
Grading: Midterm Exam 20%Final Exam 40%Term Project 30%Class
Contribution 10%
ENTS 632 Case List Spring 1998 R. Krapfel
Date Title Number2/9 African Communications Group 9-796-128
3/2 Northern Telecom A 9-593-1033/16 Sky Television
9-792-0394/13 Grupo IUSACELL 9-395-0284/20 Northern Telecom B
9-593-1045/11 MCI Vision 9-592-0835/18 American Mobile Satellite
5-593-116
Term Project Assignment
You should evaluate the marketing program for a major competitor
in the
telecommunications industry. The analysis should focus on a
particular product line andmarket segment (for example, customer
premise equipment sold to small businesscustomers). Your task is to
describe what the company is doing, evaluate competitivestrengths
and weaknesses of this program, and make recommendations
forimprovements to an appropriate manager in the company. I would
expect your analysis tobe informed by both library type research
and personal interviews with company mangers,resellers, and/or
customers as appropriate.
*********** OR **********
You may write two of the Harvard cases for comparable
credit.
Instructions for case write-ups are on the next two pages.
ENTS 650 Notes on Case Analysis Dr. Robert Krapfel
Cases aren't like exams. Obvious solutions are seldom correct.
You must applyinformation from many sources (texts, lecture notes,
the case itself, and outsidereferences) to develop a recommendation
that's both conceptually appropriate andmanagerially feasible.
-
7/27/2019 ENTS_632_S98
3/4
Approach the case as an outside consultant called in by the
senior manager named in thecase. Write in memo format directly to
this person. Double space and limit your report tothree (3)text
pages and a maximum of two (2) exhibit pages. Use side headings
tointroduce topics (See model next page).
In the opening paragraphs present your problem description
followed immediately byrecommended solution. Be very specific when
describing implementation steps, forexample, "The Sales Manager,
Mr. Duffy, should hire two salespeople for assignment in
the Denver and Cincinnati regions by March of this year."
Pay particular attention to the who, when, how, where dimensions
of the recommendation,as well as the what. Do not dump the problem
back in your client's lap with arecommendation like, "You must
develop a new mission statement to better definestrategic
opportunities." Give them a sample mission statement so they can
see whatyou're talking about.
Subsequent paragraphs should present evidence supporting both
problem identificationand recommended course of action. Your
opinions don't constitute evidence, informationdoes; and
information consists of more than simply restating case exhibit
data. Rework
case data (which is most often simply a financial or operating
summary) into ratios orindexes that capture a trend. Don't just
report isolated numbers, "First quarter marketshare was 23%,"
instead use data comparisons to make a point, "Dunfey Hotels'
firstquarter market share dropped from 27% to 23%, while Sheraton
improved from 39% to44% in the same period."
To communicate effectively remember your goal; to persuade a
senior manager toimplement your recommendation. Get to the point,
write sparingly and convey as muchrelevant supporting information
as possible. Avoid flowery language, "bureaucratspeak"and slang,
colloquialisms, etc. This is a formal report to someone you don't
know verywell. NEVER make reference to "the case"; its not a case
to them, its their career andfuture at stake. Use active voice and
take a stand; don't be a pansy.
Appearance, grammar and spelling all count. Use 1" margins all
around and 12 point orlarger font size. Cite outside references
properly. In sum, communicate professionalism.It pays off.
ENTS 632 Model Memo Format Dr. Robert Krapfel
NOTE: I'm asking you to use a nonstandard format here for
convenience sake. As anoutside consultant you would use a cover
letter (transmittal letter) accompanying thereport, rather than a
memo.
TO: Mr. Jon Canas, Dunfey Hotels Inc.
FROM: Ms. Marina Whitman, Affiliated Networks Inc.
SUBJECT: American Mobile Satellite=s Marketing Strategy
DATE: October 1, 1993
Short vs. Long Term Planning
-
7/27/2019 ENTS_632_S98
4/4
AMSC=s current planning effort creates a short-term focus
detrimental to accomplishment
of strategic goals. ..............................
Mr. Canas, I recommend you hire two MBA qualified market
analysts by December 1,
1993.
Elements of Strategic Marketing Planning
Here you take case data, integrate it with outside information,
and course principles to
convince your audience of the reasonableness of your
recommendation. This section also
should contain detailed implementation step descriptions and
examples.
You'll find end-of-report tables and exhibits a most efficient
means of communicating
large volumes of supporting evidence.
Don't Do
Refer to managers as "they". Refer to managers by name.
Start sentences with numerals. Start sentences with words.
