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.