Aviation Marketing (AVM356)

Marketing directly strengthens a key economic pillar by attracting passengers and cargo in the aviation sector, thereby maintaining connectivity and reinforcing Singapore’s position as a vital global trading and business centre. AVM356 Aviation Marketing aims to enhance the undergraduate students’ understanding of how marketing concepts apply specifically to the aviation industry. It provides a comprehensive insight into the marketing mix viewed through an aviation lens, covering both core competencies and innovative strategies. Furthermore, this course explores the most effective marketing strategies currently employed within the highly competitive aviation market. The course will be of particular value to students seeking to apply creative and innovative marketing ideas to the aviation industry.

• The Nature, Scope, and Role of Marketing
• The Global Airline Industry
• Supporting Airport Strategy with Marketing
• Airport Business Landscape and Concession Planning
• Supporting Airline Strategy with Marketing
• Airline Distribution Channels
• Passenger Segmentation
• Passenger Loyalty and the Importance of Frequent Flyer Programs
• Product Innovation in Aviation
• Technological Marketing in Aviation
• Airline Alliances, Equity Partners and Joint Ventures
• Best Practices in Aviation Marketing

• Demonstrate fundamental principles of marketing and their application within the global airline industry
• Interpret the key elements of the airport commercial development plan
• Design an exhaustive framework to assess the airline market, the customers and the competitors
• Analyse the marketplace and prepare effective commercial strategies to meet customer needs
• Appraise innovative marketing strategies in the aviation industry
• Discuss the application of airline strategies and best practices in the aviation industry