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 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 Wednesday 20 - Friday 22 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 open for booking
Part Start date Duration Day and time Price Apply
Air Transport Marketing 19 June 2019 1 day Tuesday 9am–5pm £295*/£345 Book now
Upcoming courses
Part Start date Duration Day and time Price Apply
Air Transport Marketing 18 June 2019 1 day Tuesday 9am–5pm £295*/£345 Coming soon
Regional and Low-Cost Air Transport 19 June 2019 3 days Wednesday–Friday 9am–5pm £845*/£895 Coming soon
Courses no longer available
Part Start date Duration Day and time Price Apply
Regional and Low-Cost Air Transport 20 June 2018 3 days Wednesday–Friday 9am–5pm £845*/£895 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
  • Strategic Marketing of Airlines: Overview and Current Trends
    Prof Louise Bielzer, Heilbronn University Campus Künzelsau - Reinhold-Würth-Hochschule
  • Airline Planning, Publicity and Sponsorship
    Jamie Baldwin, Adjunct Associate Professor, University of Maryland University College
  • Air Service Marketing by Airports and Airline Route Development
    Ian Lowden, Principal, Lowdexx Aviation
  • The True Cost of Distribution
    Ian Lowden, Principal, Lowdexx Aviation

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 of Communications, Flybe
  • Regional Airports - Challenges and Economic Gold
    Marcel Buelens, CEO Antwerp and Ostend-Bruges Airports 
  • Optimising the Contribution from Air Cargo through Pricing Strategies 
    Tai Tanweer, Head of Market Intelligence, Insight & Systems, Mitie
  • 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
  • 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
  • Alliances, Code-Shares and Franchising
    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
  • Challenges and Opportunities in Africa
    Nick Fadugba, CEO, African Aviation Services Limited and Formerly Secretary General, African Airlines Association

Fees

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

Air Transport Marketing: Practical Techniques and Strategies

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
Strategic Marketing of Airlines: Overview and Current Trends 
Prof Louise Bielzer, Heilbronn University Campus Künzelsau - Reinhold-Würth-Hochschule
12–1  Airline Planning, Publicity and Sponsorship 
Jamie Baldwin, Adjunct Associate Professor, University of Maryland University College 
1–2.30 Lunch
2.30–3.30  Air Service Marketing by Airports and Airline Route Development 
Ian Lowden, Principal, Lowdexx Aviation
3.30–4 Tea
4–5  The True Cost of Distribution
Ian Lowden, Principal, Lowdexx Aviation
 

Additional lectures for MSc Students on other days:

  • Loyalty Schemes in Airline Marketing: An Economic Analysis 
    Dr Pat Hanlon, Senior Lecturer, University of Birmingham
  • Global Distribution Systems and Developments in Airline Distribution Strategy 
    Laura Faucon, GDS Specialist, Virgin Atlantic Airways
  • The Distribution System for Air Travel Airline Advertising Strategies
    (both by Dr Nigel Dennis) are included in the lecture notes

Regional and Low-cost Air Transport: Opportunities and Challenges

Wednesday 20 June

9–9.15 Registration
9.15–9.30 Welcome
9.30–10.30 Opportunities for New Regional Air Services
Dr Nigel Dennis, Senior Research Fellow, University of Westminster 
10.30–11 Coffee
11–12

Alliances, Code-shares and Franchising
Dr Nigel Dennis 

12-1 New Route Evaluation from Regional and Secondary Airports 
John Strickland, Director JLS Consulting 
1-2.30 Lunch
2.30-3.30 Regional Airports - Challenges and Economic Gold
Marcel Buelens, CEO Antwerp and Ostend-Bruges Airports
3.30-4 Tea
4–5 Developments in US Regional Airline Business Models 
Ken Stevens, Formerly Director Corporate Real Estate and Airport Affairs, Alaska Air Group
7.15 Tour of Historic Pubs on the River Thames in London's Docklands

 

Thursday 21 June

9.30–10.30 Keeping Score: Some Tools for Assessing the Business Plan
Ken Stevens, Formerly Director Corporate Real Estate and Airport Affairs, Alaska Air Group 
10.30–11 Coffee
11–12 Air-rail Integration and Implications for Regional Airports
Professor Vassilios Profillidis, Democritus Thrace University
12–1 Optimising the Contribution from Air Cargo through Pricing Strategies
Tai Tanweer, Head of Market Intelligence, Insight & Systems, Mitie
1–2 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)
7.30 Theatre Visit: The King and I

 

Friday 22 June

In lecture notes

Low-cost Carriers and Secondary Airports
(MSc students have already received this presentation)

Dr Nigel Dennis 
9.30–10.30 Potential for a Low-cost Long-haul Airline
Dr Nigel Dennis
10.30–11 Coffee
11–12 Regulatory Issues Facing Regional Airlines
Simon McNamara, Director of Communications, Flybe
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
Challenges and Opportunities in Africa (tbc)
Nick Fadugba, CEO, African Aviation Services Limited
and Formerly Secretary General, African Airlines Association (to be confirmed)
3.30–4 Tea
4–5 The Distribution System for Air Travel
Dr Nigel Dennis

 

(In lecture notes - on Saturday for MSc students)

  • Airline Advertising Strategies
    Dr Nigel Dennis
  • Global Distribution Systems and Developments in Airline Distribution Strategy
    Laura Faucon, GDS Specialist and Network Planning Analyst, Virgin Atlantic Airways