Air Business Academy

Airline Marketing

Objectives

• Review marketing principles and clarify marketing concepts and jargon used in the airline industry

• 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:
  - Airline demand: the fundamentals
  - "Customer" and "consumer"; apparent and true needs
  - Industrial buying behaviour
  - Market segmentation
• The airline viewpoint on marketing and segmentation
• Airline industry marketing environment
• Airline business and marketing strategies
• Legacy and low cost carrier models
• Product management in airline marketing:
  - Product innovation and life cycle in airline marketing
  - Managing a product portfolio
• Brand management in airline marketing
• Ancillary revenues
• Relationship marketing

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

Presenters

• Thomas Fouché, Senior Consultant and Course Director, AirBusiness Academy

  + Guest speakers

Register now