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Airline Marketing (Spring 2014-2015) |
Course Instructors
Instructors for the Airline Marketing course are Dr. Hugh Wilson, Dr. Keith Mason, and Dr. Emma K. MacDonald, both from Cranfield University. Their bio can be seen below:
Dr. Hugh Wilson
Dr. Keith Mason
Dr. Emma K. MacDonald
Course Intent
To provide students with an understanding of the key marketing concepts, and develop their ability to apply these concepts to the airline industry
Course Format
36 hours of face-to-face instruction
6 days, each with six one-hour units
Teaching Level
This course is a course in master's degree.
- Students should have a basic knowledge of marketing practice, such as product design, pricing, promotion and distribution, but the course will extend knowledge of each of these areas substantially, and add other important contemporary marketing topics.
- Students should have a basic knowledge of the aviation industry and must have a work experience with an airline company.
Course Syllabus
Overview of marketing as a concept and as a function
Consumer behaviour and experience
Customer value and market segmentation
Multichannel strategies
Airline branding and promotion
Pricing and revenue management
Building customer loyalty
Product innovation
Social media challenges and opportunities
Customer centric organisation design
Course Timetable
The timetable for the course can be reached via this link.
Course Textbook
Students are recommended to obtain the following core textbook, which is co-authored by Professor Hugh Wilson. While all of the sessions include material from new research which is not yet in any books (hence some of the additional reading materials), this book covers most of the fundamentals on the course.
- McDonald, Malcolm & Wilson, Hugh (2011). Marketing Plans: how to prepare them, how to use them, 7ed. Wiley, Chichester, UK.
A more detailed examination of multichannel marketing issues is provided by the following book, also co-authored by Prof Hugh Wilson:
- Wilson, Hugh, Rod Street and Lindsay Bruce (2008), "The multichannel challenge: Integrating customer experiences for profit", Butterworth Heinemann, Oxford, UK.
Lecture Notes
Additional Reading Materials
Reading materials can be seen in the table below:
Group Study
Posters that will be used during the group study can be seen below:
Advertisement Links
Advertisements can be reached from this link.
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