EC6007E - Marketing Management

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.