Up

Course Venue & Fee

Application Form

Air Marketing Seminar

Air Freight Marketing Course

  The process of regulatory reform     within the EU.

  Air services outside the EU.

  Intergovermental Air Services Agreements.

 Significance of airline deregulation/liberalisation for the airports industry.

2.  The Air Transport Market

"Customer" and "consumer".

Segmentation of the air passenger and air frieght markets.

Customers needs and their airport implications.

3.  Airline Industry - Business Environment

  A study will be presented using the PESTE headings of  political, economic, social,technological, environmental.

4.  Airline Business and Marketing Strategies

"Cost Leader", "Differentiator" and "Focus" strategies.

Airport implications of different airline strategies.

Consolidation and "globalisation" in the airline industry.

Airline alliances and their implications for airports.

5.  Planning the Product

  Route-entry decisions.  Network planning.

  Fleet and schedules planning.

  Airport and on-board service.

  "Uniform"  vs.  "differential" pricing.

  Revenue Management:   history and current status.

  Airport implications of Revenue Management.

7.  Distribution and Loyalty Marketing

  Role of Computer Reservation Systems (CRS).

  Airline distribution channels.

  Role of   Frequent Flyer programmes.

8.  Open Forum

Guest Lecturers

The following have accepted invitations to give guest lecturer presentations:

Maurice Coleman.  Revenue and Planning Manager - AER LINGUS

Simon Morris.  General Manager - Commercial - VIRGIN ATLANTIC AIRWAYS

Peter Morrisroe.  Managing Director - AIRPORT CO-ORDINATION LTD

Barry Perrot.  Managing Director - JERSEY EUROPEAN AIRWAYS

Terry Soult.  Managing Directors - FLYING COLOURS

Course Directors

Stephen Shaw.  Managing Director - SSA