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Air Marketing Seminar

Air Freight Marketing Course

 "Marketing" and the "Marketing Mix".

 "Industrial" and "Consumer" marketing.

2.  Customer Needs

 "Marketing Myopia".

 "Consumer" and "customer".

  Industrial Buying Behaviour.

 "Apparent" and "true" needs.

  Market segmentation.

3.  The Marketing Environment

  A study of the airline industry marketing environment 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.

 The "Lost in the Middle" position.

  Airline alliances.

  Mistakes made by failed airlines.

5.  Designing the Product

  The Product Life Cycle.

  The Boston Box.

  The Ansoff Matrix.

 "Commodities" and "Brands":

   - building brands

  - positioning brands

   -brand strategies.

6.  Brand Management in Airline Marketing

 "Brands" and "Commodities".

  Foundations for brand-building.

  Brand strategies.

  Global Distribution Systems (GDS's).

  Advantages and disadvantages of the travel agency distribution system.

  Methods of controlling product distribution.

  Alternative distribution channels.

8.  Airline Selling, Advertising and Promotional Policies

  Setting promotional budgets.

  The "Communications Mix":

   - sponsorship

   - direct marketing

   - advertising

   - role and management of the field sales force.

  Relationship Marketing:

   - history and possible future development of Frequent Flyer programmes.

Guest Lecturers

The following have accepted invitations to give guest lecturer presentations:

Ian Brocklesby - Marketing Manager - UK - CONTINENTAL

David Courtenay - Head of Sales and Marketing - Ireland - AER LINGUS

Mike Simon - Head of Corporate Communications - EMIRATES

Mike Thorne - Managing Director - UK - GALILEO INTERNATIONAL