This course is designed for those with a basic understanding of airline marketing.  Airline and service marketing issues will be discussed with an emphasis on multiple areas.

• Analyse current airline marketing issues
• Understand advanced level marketing concepts and techniques
• Learn how to judge and evaluate the appropriateness of various marketing approaches and tactics

• Airline sales staff on all levels
• Airline marketing staff on all levels
• Those wishing to gain a better understanding of advanced airline marketing concepts

• Revising business strategy
• The airline environment: legacy and low-cost carriers
• Marketing and commercial strategy development
• Marketing information and research
• Product management and brand positioning: customer value and CRM
• Customer acquisition and retention marketing
• Customer value optimisation
• Customer life cycle management
• Customer life time value
• E-commerce and pricing
• Product promotion: e-commerce channels
• Integration of multiple marketing channels
• Loyalty programmes
• Airline alliances and cross-industry partnerships: strategies

Participants should have a basic understanding of marketing concepts prior to taking this course.