Program Overview

Air Transport Marketing and Regional and Low-Cost Air Transport

Overview

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.

Course Summary

The first seminar 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 and 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 considers some of the roles that regional and low-cost air services can fulfil and addresses the challenges in realising this potential traffic.

Who is this course for?

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 working in the field of air transport.

Course Structure

Air Transport Marketing

The 2-day course is based on lecture sessions, including questions and discussions, on topics such as:

• 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 Workshop

Regional and Low-Cost Air Transport

This 3-day course is based on lecture sessions, including questions and discussions, on topics such as:

• Opportunities for New Regional Air Services
• Air-Rail Integration and Implications For Regional Airports
• New Route Evaluation from Regional and Secondary Airports
• Starting Up a New Air Service: the Regulatory and Commercial Issues
• Low-Cost Carriers and Secondary Airports
• Developments in US Regional Airline Business Models
• Regulatory Issues Facing Airlines

Our Tutors

Our team: Each session will be led by a senior expert in the field, featuring a balanced perspective, combining industry know-how with the latest insights from leading academic researchers.

Dr Nigel Dennis is head of the Air Transport Unit, coordinating the aviation research and teaching activities at the University of Westminster. He has carried out consultancy work for many clients including British Airways, Ryanair, DHL, BAA and the European Commission, and has published numerous papers and articles.

He is Course Leader of the Air Transport Planning and Management MSc and has taught airline planning on the existing Master's degrees for 20 years.

Frances Kremarik is a Lecturer in Air Transport at the University of Westminster, specialising in air transport surveys and data, along with the North Atlantic market.

Location

This course is taught at our Marylebone Campus in central London, within easy walking distance of Regent's Park and Marylebone High Street.

Accessibility

Together with AccessAble, we have created online Disabled Access Guides for our buildings.

Related Courses

• Market Research for Air Transport
• Introduction to Air Transport Management and Operations
• Introduction to Air Transport Economics and Planning