Airline Marketing Management (Theory)

Market For Air transport Service:

Definition-Marketing Mix- stages in the application of Marketing Principles of Airline Management. Definition of market for Air Transport Services, what business is we in. Who is the customer: definitions, apparent and true needs, Industrial Buying Behavior customer in business Air Travel market, customer in leisure air travel market, Customer in Air Freight Market. Market segmentation: concept, segmentation variables in the air passenger market, customer requirements, demographics and psychographics, the leisure segment of demand. Segmentation of air freight market: differences between the passenger and air freight markets. Marketing Environment: 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.

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- 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.