Airline Marketing Seminar

Airline Marketing Seminar

A Proven Programme in Air Passenger Marketing

Today,its more important than ever that airlines should understand and apply the principles of marketing, for many reasons. For example:

	Airlines today are competing more and co-operating less, as the forces of deregulation and liberalisation take hold.
	They are facing competition from outside, with rapid advances being made by surface transport operators, and by the telecommunications industry through video-conferencing and E-mail.
	They are increasingly having to deal with attempts by marketing intermediaries such as travel agents and consolidators to wrest control of their distribution channels from them
	Their customers are becoming more demanding in their product and service requirements, whilst at the same time often showing greater price sensitivity.

Unfortunately the world of marketing is beset by confusing concepts and jargon. Terms such as "brand", "commodity", Lifetime value", "USP" etc. are increasingly being used in the airline industry. They are, though, not easy to understand and apply.

At SSA, we know there is a requirement for a programme which takes each of the major principles of marketing and demonstrates the ways in which airlines can make use of them. We meet this need through our well-established and proven Airline Marketing Seminar.

The Seminar is now in its fifteenth year. In a four-day, intensive programme participants are given a comprehensive review of marketing principles. They also have opportunities to meet a distinguished panel of guest speakers, and to take part in a series of demanding case study and syndicate exercises.

Who Should Attend?

The Seminar will be a valuable part of a training and development plan for people from the following groups:

	new managers joining the airline business from other industries;
	staff taking up a management appointment in a marketing role at an airline, after career experience which has only included airline operational jobs;
	rising, younger, airline people who will benefit from an overview of airline marketing activity, in order to enhance their work in a specific marketing or sales management role, and to provide a basis for career development;
	managers from organisations which work with airlines, and where a knowledge of airline marketing will assist them in building business relationships. We expect such organisations to especially include aircraft manufacturers and airport operators.

Workshop Content:

1. What is "Marketing"?

"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.

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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.

7. Distributing the Product

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 give guest lecturer presentations to this course:

Ian Brocklesby - Marketing Manager - UK - CONTINENTAL

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

Mike Simon - Head of Corporate Communications - EMIRATES

Mike Thorne - Managing Director - UK - GALILEO INTERNATIONAL

John Wilkinson - Director of Marketing - IBERIA