This course provides the groundwork for an understanding of basic strategic business marketing and will familiarize you with the tools used by airline companies to market their services. An understanding of airline marketing can be beneficial in a wide variety of aviation fields as well as in non-aviation fields. The Andrew Young School of Policy Studies, in which our aviation management program is located, is an excellent setting in which to undertake a study of airline marketing. Airline service is an important transportation element for cities and regional economies.
Airline companies operate in close contact with state and local governments.
The characteristics of local and urban populations are an important consideration for understanding market segmentation and tactics. Course Description PAUS 4561 will be centered on the required text but will include information introduced in class sessions. The course will operate as a directed discussion. The objective of the course is to provide you with a solid foundation in marketing thought and a working knowledge of the marketing techniques and tools used by the airline industry. Discussion on topics identified in the Course Schedule will take place on the dates indicated.