Airline Marketing

Date	Reference	Course Fee
12 to 14 February 2008 (in partnership with EAA in Cairo) 24 to 27 June 2008	PTAT230012 PTAT230011	€ 2 200

This intensive 4-day course reviews marketing principles and clarifies marketing concepts and jargon used in the airline industry. You will learn how different marketing strategies are applied and their significance in the operation of an airline.

Topics covered

• Definition and principles of marketing
• Airline customers' needs and demands:
   - segmentation of the air pasenger market
   - demographic and psychographic characteristics of main market segments
• Economic regulations 
• Marketing environment using PESTE headings of political, economic, social, technological, 
  environmental
• Airline business and marketing strategies 
• Alliances and mergers
• Product Strategies:
   -  product life cycle
   -  managing a product portfolio
   -  customer driven product development
• Relationship marketing and frequent flyer programmes
• E-business in aviation
• Brand management in airline marketing and advertising

Who should attend

• New managers joining the airline business from other industries
• New comers with a management appointment in a marketing role at an airline
• Managers from organisations that work with airlines, and where knowledge of airline marketing
  will enhance building business relationships (aircraft and engine manufacturers and their
  suppliers; airport operators and leasing companies).

Course Director

Emmanuelle Aygat,
Consultant, AirBusiness Academy

Presenters

Patrick Bianquis,
Vice President Alliances, Air France

Louis Busuttil,
Revenue Management Consultant

Jamie Cassidy,
Inflight Product Development , British Airways

Michael Hanke,
Manager International E-commerce, United Airlines

Stephen Shaw, (Toulouse and Cairo)
Managing Director, Stephen Shaw and Associates

Register now