| 1 |
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Marketing Concept; Development of marketing understanding and approaches; Importance of Marketing in the Aviation Sector |
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| 2 |
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Marketing Environment, Relationships between marketing and the environment. Analysis of macro and micro environmental factors. Effects on the Aviation Sector |
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| 3 |
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Marketing Information System and Market Research (with examples from airlines) |
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| 4 |
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Consumer Behavior, Consumer Decision-Making Process, and Passenger Profiles |
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| 5 |
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Positioning and Brand Management (Airline Brands) |
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| 6 |
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Marketing Mix: Product and Service Design (Airline Services) |
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| 7 |
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Pricing Strategies and Revenue Management |
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| 8 |
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MID-TERM EXAM |
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| 9 |
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Distribution Channels and Digitalization (Online Reservation Systems) |
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| 10 |
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Promotion and Retention Activities (Loyalty Programs, Miles&Smiles, etc.) |
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| 11 |
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Customer Relationship Management, Experiential Marketing, and Passenger Experience |
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| 12 |
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Digital Marketing and Social Media (Airline Campaigns) |
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| 13 |
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Crisis Management and Reputation Management (with Industry Examples) |
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| 14 |
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Sustainability and Green Marketing (Environmentally Friendly Practices) |
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| 15 |
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General Evaluation and Current Developments in the Industry |
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| 16 |
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FINAL EXAM |
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| 17 |
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FINAL EXAM |
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