[Second Semester – Compulsory Course for Stream 1, Elective Course for Streams 2 & 3]
This course provides a comprehensive examination of the principles and practices of airport marketing, including the significant role of route development. It covers central marketing topics such as the marketing environment of airports, airport customers and their segmentation, airport marketing research, strategic airport marketing planning, and the components of the airport marketing mix (airport product, pricing, distribution, and promotion). The course also addresses airports’ approaches to digital marketing, sustainable marketing strategies, and marketing communication during crises. Particular attention is given to how marketing concepts and techniques integrate into the practice of route development. Numerous examples and case studies of airport marketing and route development from around the world will be examined.
Upon successful completion of this course, students will be able to:
- Evaluate the airport marketing environment and the airport services market.
- Recognize the important role of route development at airports and analyze various route development techniques.
- Understand the role of strategic airport marketing planning and explain the process of that planning.
- Examine fundamental components of the marketing mix and demonstrate how this marketing theory can be incorporated into airport marketing practice and route development.
- Explain how digital technologies, sustainable development, and crisis situations affect airport marketing approaches and route development.