To get the most out of the Telstra Marketing Academy® program, teachers are provided information modules covering the following topics.
The Telstra Marketing Academy® 2009 course is designed to provide students an insight into how marketing concepts and practices are applied in the real world. Students will:
- Learn about market research and business strategy
- Learn about segmentation
- Learn about the importance of meeting customer needs
- Develop a marketing plan
Students will learn about Telstra’s unique positioning in the Australian telecommunications market. They will be briefed on Telstra’s strategy and how it is executed through its five core products.
The course covers both Telstra’s current and predicted market situation:
- In an information society like Australia, technology has rapidly changed the way people can consume information
- Competition is increasing in the Australian market, with more companies vying for the technology dollar
- With so much competition, it is important for Telstra to have a solid understanding of how to differentiate themselves from competitors
The program will then focus on how Telstra’s business stems from its vision:
"To know our customers and meet their needs better than anyone else."
Students will learn about how Telstra’s business and marketing strategy reflects their vision:
- Telstra’s Market Based Management business strategy puts the customer at the centre of all activities
- Customers are segmented according to demographics and lifestyles
- Understanding customers enables Telstra to develop a marketing mix featuring the ‘Four P’s’ of marketing
Being a key product, your class will learn about the Telstra Next G™ mobile broadband network and its three value points:
- Coverage
- Speed
- Simplicity
Students will then investigate how Wireless Broadband solves customer’s needs through its unique product benefits.
Students are invited to participate in an in-class activity, where they analyse a marketing campaign for the Next G™ network.
Working in groups of three, students develop a marketing plan or campaign to promote the Next G™ network.
Teachers will judge students’ projects according to a set criterion.