WELCOME TO THE CLASS AMT 1201

AIRLINE MARKETINGMAC 2011

DAY:THURSDAY & FRIDAYTIME:1400-1600PM&0900-1100AM

VENUE:BK 5

LECTURER INTRODUCTIONSir AFIQ NAQIUDDIN BIN NAHRAWI

@Sir QueBachelor Eng.Aerospace (hons),USM

*On-going Msc Aerospace Eng,(Airline Planning),UPM

Working exp: Airod Sdn Bhd~2010Fb /ym /email : mr.hyunckel@yahoo.com

012-4711527

“ Please do not hesitate to call me for any inquiry=)”

…Ice breaking..~Gravity is not responsibility to make people fall

in love~~

Elbert Einstein.Name:??Hobby:??Ambition:??

How to be an effective and smart student??

Recite the prayer before and after the class.Give 100% attention to the lecture.Participate and active in class

Question and answer Study in the group.

Teach your friend if you know better .Using mind map instead of learning by heart.

Always meet the lecturer to discuss any academic problem.

Course Assessments

Attendance = 5% Assignment = 15% Test = 20%

-Public speaking (10%) -Writing test (10%)Final Examination = 60%

Total = 100 %

WHO WANT TO GET “A” IN AMT??~~YES!!!!! YOU WANT IT…BUT HOW???~~

Attend the AMT classPay 100% attentionDo exerciseDo assignmentSee lecturerDo well in mid-term testDo well in final exam

~~Provide the overall knowledge of the various aspects in marketing specific to

aviation for planning and implementation purposes.~~

Course Objective

Course Materials

1.One main book Stephen Shaw, Airline Marketing and

Management 6th-edition, Ashgate publishing limited 2007

2.Internet…..etc.

Course ContentsContent 8 chapter:

Chapter 1:FUNDAMENTAL OF AM.Chapter 2:MARKET FOR AIR TRANSPORT SERVICE.Chapter 3:MARKETING ENVIRONMENT& AIRLINE BUSINESSChapter 4:PRICING AND REVENUE MANAGEMENT--------------------------------Mid-term------------------------------------------Chapter 5:DISTRIBUTING OF THE PRODUCT AND BRANDINGChapter 6:RELATIONSHIP MARKETINGChapter 7:AIRLINES SELLING,ADVERTISING&PROMOTEChapter 8:THE FUTURE OF AM----------------------------------Final exam--------------------------------------

Course OutcomesBy the end of this subject, student should be able to:

1. Understand the marketing components of Airline Business 2. Know the airline transportation service 3. Appreciate the marketing environment, strategy in Airline

Marketing 4. Able to understand the airline pricing policy and revenue

management 5. Able to understand the distribution channel strategies & branding 6. Know the relationship in airline marketing strategies 7 .Aware of the important in airline sales advertising and promotion 8. To see the future of Airline Business

Reminder!In my class:

Please be punctual and not late than 15 minutes.Please wearing proper attire for the class session.Please pay attention during the class.You may eat sweetie, candy, chocolate but not heavy food.

Set a goal in your life: Know your goal and plan properly. Do revision/study before and after class time. Eager to do research. Put interest in the subject. Discipline (e.g. always be punctual!!). Always put academic as your priority. Keeping good mental and physical health. Spend some time for meditation (pray). Train to have strong imagination.

1.1 What Is Marketing?

UK definition:

Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.

Managerial definition:

The art of selling products or services

The management process for identifying, anticipating and satisfying Customers requirements profitably.

Identifying - demand, what the customers wantsAnticipating - evolution, changes, trend

Satisfying customers - customers satisfactionProfitably - with a profit

What Is Marketing?

Formal Definition:

A process where an individual or a group of individuals obtain what is needed and wanted through the exchange of products or services

What Is Marketing?

What Is Marketing?

My Own Definition:

The activities involved in providing customers

satisfaction via the exchange of goods or services with a profit.

YOURS????

The Marketing Mix:TO APPLY MARKETING PRINCIPLES TO BUSINESS

4 Ps

Product Price Promotion Place

MARKETING MIX

PRODUCT

In marketing, a product is anything that can be offered to a market that might

satisfy a want or need.

In general, product may refer to a single item or unit, a group of similar

products, a grouping of goods or services.

Example of Airline Products:

-The different type of fares- The destinations stop-The special packages

- have a guess…

PRICE

1.The amount a customer pays for the product. 2. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product.

3. The business may increase or decrease the price of product if other stores have the same product.

Example:Direct pricingAdvance pricingOn the spot pricingAgent pricingGroup pricingetc

Aviation Management College PLACE

Place represents the location where a product can be purchased. It is often

referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet

Distribution Channel - destination

Direct Sales – ticketing

offices

Indirect Sale – using agent

E-Commerce – online

(irrespective of product)

PROMOTION

Definition:

Promotion refers to all the communications tools available, that

may use in the marketplace to promote product, services or

organization

PROMOTION

Individual Communication – words of mouth, coupon, loyalty program, discount

Mass Communication – information through mass media to large segments of the population, to newspaper and magazines, radio, television and film, for advertising

Brand Management - A brand is a collection of symbols, experiences and associations connected with a product, a service, or organization

Corporate Identity - Corporate identity is the visual means by which organizations, businesses, and manufacturers are recognized and distinguished from each other. It is also a means of conveying the ways in which they carry out, their activities

Definition of MARKETINGMarketing mix-( 4 Ps CONCEPT)

Exercise!!!

PLEASE EXPLAIN THE DEFINITION OF MARKETING BY YOUR OWN UNDERSTANDING.

PLEASE EXPLAIN 4 MARKETING ACTIVITIES AND GIVE YOUR OWN EXAMPLE.