Air Transport Marketing and Regional and Low-Cost Air Transport

LocationMarylebone, Central London

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.

The first seminar on Tuesday 18 and Wednesay 19 June 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, together with 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 from Thursday 20 and Friday 21 June considers some of the roles that regional and low-cost air services can fulfil and addresses the challenges in realising this potential traffic. 

Who are these seminars 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 who are working in the field of air transport.

Courses no longer available
Part Start date Duration Day and time Price Apply
Air Transport Marketing 18 June 2019 2 days Tuesday-Wednesday 9.30am–5pm £545*/£595 Already started
Regional and Low-Cost Air Transport 20 June 2019 2 days Thursday–Friday 9.30am–5pm £545*/£595 Already started

Discounts

You can book Air Transport Marketing and Regional and Low-Cost Air Transport together for £995*/£1,045.

*Early-bird discount if you book by 18 May 2018.

Course content

Air Transport Marketing

The course will include the following lectures:

  • Airport Marketing to Airlines and Researching Potential Demand
    Bernard Lavelle, Sales Director, Southend Airport
  • The Distribution System for Air Travel
    Dr Nigel Dennis, Senior Research Fellow, University of Westminster
  • Loyalty Schemes in Airline Marketing: an Economic Analysis
    Dr Pat Hanlon, Senior Lecturer, University of Birmingham
  • Principles of Strategic Airline Marketing
    Prof Louise Bielzer, Heilbronn University Campus Künzelsau-Reinhold-Würth-Hochschule
  • Airline Advertising Strategies
    Dr Nigel Dennis, Senior Research Fellow, University of Westminster
  • Airline Branding and Customer Marketing
    Frances Kremarik, Lecturer, University of Westminster
  • Airline Marketing in Practice
    Prof Louise Bielzer, Heilbronn University Campus Künzelsau-Reinhold-Würth-Hochschule
  • Understanding Passenger Needs and Wants
    Dr Debbie Ancell, Senior Lecturer, University of Westminster
  • Airline Channels to Market and Customerr Aquisition
    Ian Lowden, Principal, Lowdexx Aviation
  • Airline Marketing Workshop

Regional and Low-Cost Air Transport

The course will include the following lectures:

  • Opportunities for New Regional Air Services 
    Dr Nigel Dennis, Senior Research Fellow, University of Westminster
  • Air-Rail Integration and Implications For Regional Airports
    Professor Vassilios Profillidis, Democritus Thrace University
  • New Route Evaluation from Regional and Secondary Airports
    John Strickland, Director JLS Consulting
  • Starting Up a New Air Service: the Regulatory and Commercial Issues 
    Jamie Baldwin, Adjunct Associate Professor, University of Maryland University College
  • How to Recognise When Failure Is Inevitable
    Dr Richard Lewin, Investment Strategist (to be confirmed)
  • Low-Cost Carriers and Secondary Airports
    Dr Nigel Dennis, Senior Research Fellow, University of Westminster
  • Potential for A Low-Cost Long-Haul Airline
    Dr Nigel Dennis, Senior Research Fellow, University of Westminster
  • Developments in US Regional Airline Business Models
    Ken Stevens, Formerly Director Corporate Real Estate and Airport Affairs, Alaska Air Group
  • Regulatory Issues Facing Airlines
    Simon Mcnamara, Director of Communications, Flybe
  • Keeping Score: Some tools For Assessing the Business Plan
    Ken Stevens, Formerly Director Corporate Real Estate and Airport Affairs, Alaska Air Group
  • Alliances, Code-Shares and Franchising
    Dr Nigel Dennis, Senior Research Fellow, University of Westminster

Fees

The course fees include:

  • morning and afternoon coffee or tea and lunch each day
  • a tour of historic London pubs on the Tuesday evening (Air Transport Marketing) and the Thursday evening (Regional and Low-Cost Air Transport)

Air Transport Marketing: Practical Techniques and Strategies

Tuesday 18 June

9.15–9.30  Welcome and Introduction
9.30–10.30 Airport Marketing to Airlines and Researching Potential Demand
Bernard Lavelle, Sales Director, Southend Airport
10.30–11 Coffee
11–12 The Distribution System for Air Travel
Dr Nigel Dennis, Senior Research Fellow, University of Westminster
12–1 Loyalty Schemes in Airline Marketing: an Economic Analysis
Dr Pat Hanlon, Senior Lecturer, University of Birmingham
1–2.30 Lunch
2.30–3.30  Principles of Strategic Airline Marketing
Prof Louise Bielzer, Heilbronn University Campus Künzelsau-Reinhold-Würth-Hochschule
3.30–4 Tea
4–5  Airline Advertising Strategies
Dr Nigel Dennis, Senior Research Fellow, University of Westminster

Wednesday 19 June

9.30–10.30 Airline Branding and Customer Marketing
Frances Kremarik, Lecturer, University of Westminster
10.30–11 Coffee
11–12 Airline Marketing in Practice
Prof Louise Bielzer, Heilbronn University Campus Künzelsau-Reinhold-Würth-Hochschule
12–1  Understanding Passenger Needs and Wants
Dr Debbie Ancell, Senior Lecturer, University of Westminster
1–2.30 Lunch
2.30–3.30  Airline Channels to Market and Customerr Aquisition
Ian Lowden, Principal, Lowdexx Aviation
3.30–5.30 Airline Marketing Workshop
(Tea will be available)

Regional and Low-cost Air Transport: Opportunities and Challenges

Thursday 20 June

9.15–9.30 Welcome and introduction
9.30–10.30 Opportunities for New Regional Air Services
Dr Nigel Dennis, Senior Research Fellow, University of Westminster
10.30–11.30 Air-Rail Integration and Implications For Regional Airports
Professor Vassilios Profillidis, Democritus Thrace University
11.30–12 Coffee
12-1 New Route Evaluation from Regional and Secondary Airports
John Strickland, Director JLS Consulting 
1-2.30 Lunch
2.30–3.30 Starting up a New Air Service: The Regulatory and Commercial Issues
Jamie Baldwin, Adjunct Associate Professor, University of Maryland University College 
3.30-4 Tea
4–5 How to Recognise when Failure is Inevitable
Dr Richard Lewin, Investment Strategist (to be confirmed)
7 Tour of Historic Pubs on the River Thames in London's Docklands (pay your own way)

Friday 21 June

In lecture notes Low-Cost Carriers and Secondary Airports
Dr Nigel Dennis, Senior Research Fellow, University of Westminster
9.30–10.30 Potential for A Low-Cost Long-Haul Airline
Dr Nigel Dennis, Senior Research Fellow, University of Westminster
10.30–11 Coffee
11–12 Developments in US Regional Airline Business Models 
Ken Stevens, Formerly Director Corporate Real Estate and Airport Affairs, Alaska Air Group
11–12 Air-rail Integration and Implications for Regional Airports
Professor Vassilios Profillidis, Democritus Thrace University
12–1 Regulatory Issues Facing Airlines
Simon Mcnamara, Director of Communications, Flybe
1–2 Lunch
2.30–3.30 Keeping Score: Some tools For Assessing the Business Plan
Ken Stevens, Formerly Director Corporate Real Estate and Airport Affairs, Alaska Air Group
3.30–4 Tea
4–5 Alliances, Code-Shares and Franchising
Dr Nigel Dennis, Senior Research Fellow, University of Westminster