Air Transport Strategic and Marketing Management

Program Overview

This five-day program, led by Cranfield University's aviation management faculty, provides a comprehensive understanding of strategic management and marketing concepts in the air transport industry. Participants gain insights into strategic analysis, competitive advantage, and marketing strategies, including consumer behavior, market segmentation, and revenue management. The program offers an upgrade option to a Postgraduate Award and serves as a module towards an Air Transport Management MSc (Executive).

Program Outline

Air Transport Strategic and Marketing Management

Degree Overview:

• Objective: This course assists participants in formulating and implementing strategies for sustained competitive advantage.
It provides a comprehensive understanding of how marketing concepts and theories apply to the unique nature of the air transport industry.
• Program Description: Led by highly respected senior academics from Cranfield University's prestigious aviation management faculty and supported by C-level guest lecturers, this course offers an excellent grounding in strategic management and key marketing issues for airlines and associated organizations.
It serves as a building block towards a Master's level qualification in Air Transport Management for those who choose to complete an assignment based on their learning during the week.

Outline:

• Duration: Five days
• Location: Cranfield campus or online
• Cost: £2,500
• Course Structure: Five-day course delivered face-to-face or live online with supporting materials provided asynchronously.
• 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

Assessment:

• Upgrade to a Professional Qualification: Participants can choose to complete an assessment at the end of the course to receive a Postgraduate (Pg) Award.
This course is also a module on the Air Transport Management MSc (Executive).

Teaching:

• Faculty: Professor Keith Mason and Dr Robert Mayer.
• Teaching Methods: Interactive lectures, case studies, group discussions, and guest speaker sessions.

Careers:

• This course is suitable for professionals in the air transport industry or those who want to move into this industry.

Other:

• Participants can choose to attend sessions live online.
• Group discounts are available.
• Accommodation options are available on campus or through nearby hotels.

The course fee includes refreshments and lunch during the day. Accommodation is not included and must be booked separately. Concessions available