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Air Transport Marketing and Regional and Low-Cost Air TransportUniversity of Westminster
Air Transport Marketing and Regional and Low-Cost Air Transport
Air transport marketing principles and practices are being examined and re-assessed as the industry strives to become more commercially effective in an increasingly competitive and uncertain business environment.
The first seminar on Tuesday 18 and Wednesday 19 June aims to create a forum to discuss the key elements of marketing strategy for airlines and airports and to address some of the current and future challenges. Low-cost airlines, together with regional carriers using small aircraft have been the fastest growing sectors of the aviation industry in recent years. These are characterised by their use of less congested airports away from the major hubs. Such services are often underdeveloped in comparison with the trunk routes and many new markets are being opened up.
Good air transport links are also of vital importance to the economy of a region. The second seminar from Thursday 20 and Friday 21 June considers some of the roles that regional and low-cost air services can fulfil and addresses the challenges in realising this potential traffic.
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Suitability - Who should attend?
The seminars have been designed to appeal to a wide range of participants. In particular, they aim to bring together airline and airport issues for mutual benefit. They will be of interest to airline and airport planning and marketing managers, aviation and planning specialists from regional and national government, aircraft manufacturers and consultants who are working in the field of air transport.
Training Course Content
Air Transport Marketing
The course will include the following lectures:
- Airport Marketing to Airlines and Researching Potential Demand
- The Distribution System for Air Travel
- Loyalty Schemes in Airline Marketing: an Economic Analysis
- Principles of Strategic Airline Marketing
- Airline Advertising Strategies
- Airline Branding and Customer Marketing
- Airline Marketing in Practice
- Understanding Passenger Needs and Wants
- Airline Channels to Market and Customer Acquisition
- Airline Marketing Workshop
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