Short course/CPD
Air Transport Marketing
Course date: Please enquire
Course overview
The course will provide delegates with knowledge, understanding and skills in airline marketing.
On successful completion of the course delegates will be able to:
- Describe the characteristics and key purchase factors of the main segments of airline markets
- Identify and explain the key issues in planning airline products and the importance of product differentiation
- Use marketing research approaches to investigate airline markets
- Assess the link between advertising, promotion, branding and customer loyalty
- Describe the current issues in airline distribution
Location
Cranfield University is located at the very heart of the UK – within the innovation triangle between London and the cities of Oxford and Cambridge.
Our central location provides easy access from the M1, excellent main line rail service as well as proximity to key international airports. Set in rolling countryside, Cranfield offers a rich, rural landscape complemented by thriving towns and picturesque villages.
- Road: We are just 10 minutes from Junctions 13 & 14 of the M1 motorway. There is free parking on campus.
- Rail: Milton Keynes or Bedford
- Air: London Luton (22 miles), Heathrow (50 miles) or Birmingham (70 miles).
Course fee:
£2005
Accommodation fee:
£445
Accommodation is on a full-board basis from the evening before the course commences until the afternoon of the last day. The course fee includes a course dinner for all participants and refreshments and lunch during the day. The accommodation fee includes all other meals. Details of arrangements will be in the delegate information pack.
How to register
Further information
For more information on this course or booking details please contact:
Academic Operations Unit
T: + 44 (0) 1234 754192
E: shortcourse@cranfield.ac.uk
Course description
Who Should Attend?
The course is aimed at airline executives working in the commercial areas of their airlines, particularly sales, marketing and revenue management. The course will also be of key interest to those seeking to gain a better understanding of the marketing function within airlines, such as airport executives, consultants, and aircraft manufacturers.
Syllabus
The course examines marketing theory and how it can be and is applied in the airline industry. Key themes examined are:
- Why airlines often fail to build strong brands
- How real customer loyalty may be achieved
- The conflict between the desire to sell out a flight and the use of pricing as an indicator of product quality
- How social media provide new opportunities for airlines to develop stronger bonds with customers, alongside significant threats to the control of their marketing communication.
Topics
- Introduction to marketing
- Customer and consumer behaviour
- Market segmentation
- Airline products
- Market research, survey design, and analytical approaches
- Branding management
- Promotional communication and loyalty
- Distribution
- Social media and airline communications
Lectures are supported by case studies, group exercises and workshops.
Course Director
Dr Keith Mason
T: +44 (0) 1234 754233
E: k.mason@cranfield.ac.uk
