Airline Marketing Management

Market For Air transport Service- Definition-Marketing Mix- stages in the application of Marketing Principles of Airline Management – successful Airlines – definition of market for Air Transport Services – what business are we in –who is the customer –definitions –apparent and true needs – Industrial Buying Behavior –customer business Air Travel market –leisure air travel market – Air Freight Market – market segmentation – concept- segmentation variables in the air passenger market-customer requirements-demographics and psychographics-the leisure segment of demand – air freight market-differences between the passenger and air freight markets. Marketing Strategy: PESTE analysis : political factors – economic factors – social factors – technological factors – environmental factors – introduction of Airline Business and Marketing Strategies – Porters Five Forces and their application to the Airline Industry – strategic families – differentiation airlines – the future – focus strategies – Airline Business and marketing strategies – common mistakes

Product Analysis-What is product- theory of product analysis and its application to the Airline Industry – fleet and schedules – related product features – customer service – related product features – controlling product quality – introduction of Pricing and revenue management – building blocks in airline pricing policy – uniform and differential pricing – the structures of air freight pricing-Distribution Of Product And Brand Relationship-Distribution channel strategies – The Travel Agency Distribution system – Global Distribution System (GDS) –Distribution Channels in the Air Freight market – Brands and Commodities – Brand –Building in the Airline Industry – Brand Strategies

Promotion Marketing- Fundamentals of relationship marketing – components of a relationship marketing strategy – frequent flyer programmers –the anatomy of a sale – sales planning – marketing communication techniques – airline advertising – selling in the air freight market – glossary of aviation terms and marketing terms.

The regulatory framework of Air Transport- Economic characteristics of the Airline Industry Benefits of scale, scope and density in Air Transport-Types of Alliances between Airlines Current Airline Alliance group-Cases of failed Airline Alliances-A Historical glimpse at Alliancing objectives-Reasons for Airlines building Alliances-Objectives of Alliances Introduction- Marketing-driven objectives for alliances-Turbulence in marketing channels Changes to airline marketing-Determinates of alliance image-Benefit challenges and cost of alliance brand association-Marketing and information. Performance measurement in airlines- MBA. –Airline & Airport Mgt.-2010-11 –CPOP Page 26 of 30 Measuring the performance impact of alliance-Time continuum in performance assessment Traffic and revenue enhancement-Cost-Productivity-Profitability.

Sources of financial benefits- Introduction, Labour cost reduction –Cost reduction in sourcing – marking financial benefits come true- Airline views or financial benefits, Traffic increase revenue enhancement- Cost reduction-Profit improvement. The structure of alliance groups- The airline alliance group as a hybrid organization-The airline alliance group as an industrial network. Airline alliance groups as multinational corporations‘, The problem of local rationales. Introduction- Success drivers in airline business- Premises and objectives – Finding suitable partners, governance structure, degree of integration and trust- Organization‘s commitment Ensuring flow of information, Performance evaluation-Managing cultural differences- In conclusion. Scenarios for the future- The internal dynamics of alliancing, a look into the future of airline alliance groups.