Course description
This course will assist you to to formulate and implement strategies in order to create sustained competitive advantage and will provide you with a sound comprehension of how marketing concepts and theories can be applied to the air transport industry, considering its unique nature.
Led by highly respected senior academics from one of the best aviation management faculties in the world, and supported by C-level guest lecturers from, among others, British Airways, this course provides an excellent grounding on the strategic management of and key marketing issues for airlines and associated organisations.
The course also provides a building block towards a Master’s level qualification in Air Transport Management should participants choose to complete an assignment based on learning during the week.
Upcoming start dates
Suitability - Who should attend?
This course is suitable for professionals in the air transport industry or those who want to move into this industry.
Outcome / Qualification etc.
What you will learn
On successful completion of this course you will be able to:
- Identify, appraise and critique strategic management and marketing concepts applied by airlines and airports.
- Assess how different strategies impact the competitiveness of airlines and airports, including the planning of products and the importance of product differentiation.
- Examine the characteristics of the main segments of airline and airport markets.
- Assess the links between advertising, pricing, promotion, branding and customer behaviour.
Training Course Content
Core content
- Introduction to strategic air transport management
- Core concepts of strategic management
- Performing strategic analysis
- Strategies used to respond to competition and competitive advantage
- Airline business diversification strategies
- Introduction to marketing
- Consumer behaviour
- Market segmentation
- Airline and airport products
- Customer experience and journey
- Branding, promotional communication and loyalty
- Distribution
- Pricing and revenue management
- Airport route development and marketing
Course delivery details
Course structure
This five-day course is delivered face-to-face with the option to attend sessions live online (supporting material is provided asynchronously).
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Cranfield University
Cranfield is a specialist postgraduate university that is a global leader for education and transformational research in technology and management. We have many world-class, large-scale facilities, including our own global research airport, which offers a unique environment for transformational education...