Air Transport Marketing and Regional and Low-Cost Air Transport

LocationMarylebone, Central London
FacultyArchitecture and the Built Environment

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 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 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 open for booking
Term Start date Duration Day and time Price Apply
Air Transport Marketing 20 June 2017 1 day Tuesday 9am–5pm £295*/£345 Book now
Regional and Low-Cost Air Transport 21 June 2017 3 days Wednesday–Friday 9am–5pm £845*/£895 Book now


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 5 May 2017.

Course content

Air Transport Marketing

The course will include the following lectures:

  • Airport Marketing to Airlines and Researching Potential Demand
    Lavelle, Sales Director, London City Airport
  • Strategic Marketing of Airlines: Overview and Current Trends
    Professor Louise Bielzer, Marketing, Karlshochschule International University
  • Alliances, Code-Shares and Franchising
    Dr Nigel Dennis 
  • Airline Planning, Publicity and Sponsorship
    Jamie Baldwin, Adjunct Associate Professor, University of Maryland University College 
  • Boosting Airport Commercial Revenue Through Application of E-Commerce
    Ian Lowden, Infrata
  • Brand Management and Relationship Marketing
    Stephen Shaw, Managing Director, SSA

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
  • Regulatory Issues Facing Regional Airlines
    Simon Mcnamara, Director General, European Regions Airline Association
  • Developments in US Regional Airline Business Models
    Ken Stevens, Formerly Director Corporate Real Estate and Airport Affairs, Alaska Air Group
  • Keeping Score: Some tools For Assessing the Business Plan
    Ken Stevens, Formerly Director Corporate Real Estate and Airport Affairs, Alaska Air Group
  • How to Recognise When Failure Is Inevitable
    Dr Richard Lewin, Investment Strategist
  • Low-Cost Carriers and Tourism Development
    Professor Claudia Ribeiro de Almeida, University of the Algarve
  • 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
  • Low-Cost Carriers and Secondary Airports
    Dr Nigel Dennis
  • Potential for A Low-Cost Long-Haul Airline
    Dr Nigel Dennis
  • The Importance of Regional Air Services in Providing Access to Remote Areas
    Laurie Price, Formerly Director of Aviation Strategy, Mott Macdonald
  • Strategies of the Network Carriers Away From their Main Hubs
    Dr Nigel Dennis
  • Global Distribution Systems and Developments in Airline Distribution Strategy
    Laura Faucon, Gds Specialist, Virgin Atlantic Airways (TBC)
  • The Distribution System For Air Travel
    Dr Nigel Dennis
  • Airline Advertising Strategies
    Dr Nigel Dennis


The course fees include:

  • morning and afternoon coffee or tea and lunch each day
  • a tour of historic London pubs on the Wednesday evening
  • theatre visit on the Thursday evening