LO1: Students will understand sales and marketing key functions and processes in aviation business development context
LO2: Students gain proficiency in understanding Customer Segmentation, Channels Management, and Design Thinking for strategy considerations
LO3: Students are able to use qualitative and quantitative data for driving business initiatives from sales and marketing aspects
LO4: Students understand the influence of effective group work and the business impact considered by team dynamics
The module advances skills in planning, implementation, developing commercial storylines through research and innovative thinking. During the course we will set up a market plan that will consider both sales and marketing commercial aspects for driving business initiatives. The aim of the course is to develop an overall understanding of the marketing and sales functions in an aviation business environment. Students will explore various concepts and frameworks to position a firm in its market environment and to become a viable operator in chosen target segments. We assess questions as for example: Where should we invest for creating visibility and why? Which customer segments should be in focus? How do we develop products and services for different customer segments, and how/why do aviation differentiate for example between business and leisure customers? By the end of the course, you should be able to identify business opportunities through user research, develop innovative ideas, and turn the ideas into a Market Plan.