WELCOME TO THE CLASS AMT 1201 AIRLINE MARKETING MAC 2011 DAY:THURSDAY & FRIDAY TIME: PM& AM VENUE:BK 5

LECTURER INTRODUCTION Sir AFIQ NAQIUDDIN BIN Que Bachelor Eng.Aerospace (hons),USM *On-going Msc Aerospace Eng,(Airline Planning),UPM Working exp: Airod Sdn Bhd~2010 Fb /ym / “ 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 class Pay 100% attention Do exercise Do assignment See lecturer Do well in mid-term test Do 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 Internet…..etc.

Course Contents Content 8 chapter: Chapter 1:FUNDAMENTAL OF AM. Chapter 2:MARKET FOR AIR TRANSPORT SERVICE. Chapter 3:MARKETING ENVIRONMENT& AIRLINE BUSINESS Chapter 4:PRICING AND REVENUE MANAGEMENT Mid-term Chapter 5:DISTRIBUTING OF THE PRODUCT AND BRANDING Chapter 6:RELATIONSHIP MARKETING Chapter 7:AIRLINES SELLING,ADVERTISING&PROMOTE Chapter 8:THE FUTURE OF AM Final exam

Course Outcomes By 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 wants Anticipating - evolution, changes, trend Satisfying customers - customers satisfaction Profitably - 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?

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 pricing Advance pricing On the spot pricing Agent pricing Group pricing etc

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 MARKETING Marketing 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.