Course outline___
This three-day seminar will be conducted in English.
Main taught points include:
- The Business Environment in the Airline Industry
- examination of macro historical trends, corporate developments in the last decade, analysis of the current market environment and considerations about the future
- Marketing Concepts, Customer Satisfaction and Service Quality in the Airline Industry
- definitions and concepts, measurement issues in satisfaction and the use of questionnaires and scales, determinants of airline service quality
- Market Segmentation and Product Positioning
- need for market segmentation, analysis of business and leisure markets, target marketing and positioning approaches
- Product Strategy and Promotion
- product features and development, product perception, branding and advertising
- Marketing Strategy and Research
- competitive position, alternative strategies, corporate responsibility
- Distribution and Sales Organisation
- channels and tools, corporate accounts, Internet and online travel agents, future developments
- Major Contemporary Issues in the Airline Industry Marketing Agenda
- market deregulation, low cost carriers, frequent flyer programmes, airline alliances, in-flight catering, the future of cargo, etc.
Case studies, group assignments and business games will be provided throughout the seminar.