Course overview
This course will introduce fundamental marketing concepts and processes and apply these to the development of marketing plans for airline passenger and cargo businesses. Marketing fundamentals; The market for air transport services; The aviation marketing environment and applicable key consumer and competition regulatory considerations; Airline business and marketing strategies; Product analysis in airline marketing; Pricing and revenue management; Distributing the product; Brands management in airline marketing; Relationship marketing; Airline selling, advertising and promotional policies; The future of airline marketing; Airport marketing; Marketing in the international aerospace industry.
Course learning outcomes
- Describe the fundamentals of the development of a marketing plan.
- Discuss the key aspects of products, pricing, distribution, brand management, advertising and promotion as they apply to airline passenger and cargo businesses.
- Describe how airlines segment consumers and develop particular product offerings and promotional strategies for each segment.
- Examine key regulatory, political, economic, social, technological, environmental, consumer protection and competition issues that influence the development of a marketing strategy for an airline through the use of a systematic framework.
- Apply standard strategic frameworks and processes to develop a basic marketing strategy for an airline.
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