TSM10106 Airline Marketing &

Management

Lecture1:
Introduction to the module

Edinburgh Napier University

1
Aims of this lecture/tutorial:

• Give you an overview of the module and what you

will be covering
• Tell you about the assessments you are aiming
towards
• Briefly review the context of airline marketing

2
Key Texts for this module:

Worth considering for purchase:

●
Shaw, S. (2011) Airline Marketing and Management, 6th Edition, Aldershot: Ashgate
Publishing Ltd

And/or

●
Doganis, R. (2006) The Airline Business, 2nd edition, London: Routledge
●
Hanlon, P. (2007) Global Airlines: Competition in a Transnational Industry, 3rd Edition,
Oxford: Elsevier Science Ltd

3
Module Pack

Module ●
Available in Moodle

pack:
●
Lecture/tutorial schedule
●
Full details of assessments
Contains: ●
Marking criteria
●
Key texts

4
Lectures: Topics 2-7

Topic 1 Topic 2 Topic 3

Introduction The Airline Airline Competitive
and airline Marketing Strategies
marketing Environment
context

Topic 4 Topic 5 Topic 6

Marketing Airline Alliances Airline
Information & Partnership marketing
& Research Strategies strategies
Lectures: Topics 7-12

Topic 7 Topic 8 Topic 9

Product Price and Selling, Advertising
Management Revenue & Promotional
& Brand Management Policies
Positioning

Topic 10 Topic 11 Topic 12

Current and Customer Portfolio
Future Relationship Assignment
Distribution Management clinic
Channels
Overview of Tutorials

1. Marketing strategy, tactics and 7. Positioning Southwest airlines

mix through Employee branding

8. Case study: Turkish Airlines’

2. Tools for environmental analysis
sponsorship deals

3. Analysing Marketing Strategy 9. Case study: Kulula’s marketing

campaigns

4. Case study: Lufthansa

10. Portfolio guidelines workshop
5. Role of marketing and
components of marketing strategy
11. Social Media as a CRM tool
6. Report guidelines workshop
12. Assignment Clinic
7
Two assessments:

• Assessment 2 1
• A 2500
2500-word
word portfolio
report
• 50% of module grade

• Lectures/Tutorials 7-12
1-6 relate to assessment 2
relate to assessment 1
• Submission Date :
•• Submission
TBA Date:
TBA

8
Notional Hours

  Notional Hours
Activities Attached to
activity

Lectures / Tutorials / Workshops 24

Preparation for lectures and tutorials e.g. advanced 36
reading or preparation, checking Moodle and  
downloading slides, reading announcements at
least twice each week
Follow up reading (suggested reading after lecture) 30
Assessment 1 – researching, reading, writing, 55
producing report
Assessment 2 – researching, accumulating 55
portfolio material, writing portfolio report
TOTAL HOURS 200 9
Lecture 1
AIRLINE MARKETING
CONTEXT
10
This module combines two areas
of interest:
Marketing Airlines

11
Defining Airline Marketing

Marketing is the management process responsible

for identifying, anticipating and satisfying customer
requirements profitably UK Chartered Institute of Marketing

Successful airlines are those that accept that the

principles of marketing provide a framework for all
they do, and set out to apply these principles as
widely and rigorously as possible (Shaw, 2007, p5)
12
Levels of marketing

Marketing as a
philosophy

Marketing as a
strategy (S-T-P)

Marketing at an
operational level

13
Which Market are we in?
Who are we competing against?

Transportation Communication
Leisure Market Logistics Market
Market Market

Video Home Other air

Other air
conferencin alternatives freight
transport
g to holidays operations

Other ways
Surface
Also surface of spending
email freight
transport disposable
options
income

14
Who is our customer?

Consumer Marketing Industrial Marketing

●
Marketing activity ●
Marketing activity
targeted at individual or targeted directly at a
family business

15
Who are the players?
Standard chain of distribution

Producer

Wholesaler

Retailer

Customer

16
Knowing your customer focus

Supply to
Charter Wholesale
tour
Carriers basis
operators

Full Service Focus on Retailing

Airlines Business Market to businesses

Low Cost Focus on Retailing

Airlines Leisure Market to individual
passengers
17
Knowing your marketing
environment

P ●
Political

E ●
Economic

S ●
Social

T ●
Technological

E ●
Environmental
18
Marketing Hierarchy – what drives what

Business strategy

Firm’s goals and objectives E.g. Growing revenue

Marketing strategy...

Marketing Tactics ...

E.g. #1 long
Is driven by
Segment, haul carrier /
Business
Target, Position cheapest/
Marketing mix... strategy
specialist etc

19
 tf o l io
por

Overview of

THE ASSESSMENTS

20
Assessment 1: Report

You are a consultant who has to report on the potential marketing strategies for
both the full service and low cost operations run by one airline:

Assess how they

might successfully
devise separate
Evaluate the role marketing strategies Identify and
marketing will play that truly reflect the critically appraise Draw conclusions
in implementing differences in the main and make
their business marketing of each components of recommendations
strategy type of carrier and each strategy
yet remain
complementary to
each other

21
Assessment 2: Portfolio

You are expected to complete a portfolio of 2,500 words that covers the following
topics:

Choose two different types of airline

Compare and evaluate the marketing
and appraise one of the main marketing
mix that delivers this tactic in each airline
tactics that both airlines share

Personal photo

22
Turnitin® in Moodle

You will be expected to

submit a copy of the report
& portfolio assessment
through Turnitin

23
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24