EC607 - Marketing

EC607 - Marketing

Objectives

General objective:

After completing this module, the student will be able to :
- Provide the applicants the main concepts and tools both in Marketing and Communication.
- Use these tools in the different contexts, Business to Consumer as well as Business to Business, for an Airline, an Airport, an Aircraft Manufacturer or a consultant company dedicated to the Aeronautical field.
- Work in teams on Market Surveys, Strategic Marketing and Sales Department of these potential employers.

Detailed objectives:

After completing this module, the student will be able to :
- Learn to manage the “market” components through elementary marketing knowledge acquisition and the study of tools and practices that are specific to air transport system,
- Increase participants awareness of strategic issues linked to sales, marketing and service quality.
- Understand the Market: Qualitative and quantitative surveys will be monitored, in order to be able to lead a relevant segmentation. Different markets are analyzed from Passengers to Freight, Equipment and Services.
- Analyze the Company and competitors offering and the Market shares. Delegates will be able to propose a better segmentation, according to the new needs, and to improve the Positioning Strategy.
- Manage Product lines and Services lines for an Airline to optimize the Product Portfolio, and then the Customer Portfolio.
- Know the specificities of Marketing for Airlines, especially with the Revenue Management and Fleet Management, for legacy airlines and Low-Cost Carriers as well.
- Know how to adapt the Marketing tools when adapted to a BtoB target, such as the Engine Market. Being prepared to participate to Request For proposal, anticipating discussions to optimize the results.

This course is part of the programme

In brief

ECTS credits : cf Teaching Unit

Teaching language
Anglais

Contact(s)

Cordula BARZANTNY

Email : c.barzantny @ tbs-education.fr