Business Operations and Marketing in Air Transport
| Type of study | Follow-up Master |
|---|---|
| Language of instruction | Czech |
| Code | 342-6528/01 |
| Abbreviation | OČaM |
| Course title | Business Operations and Marketing in Air Transport |
| Credits | 4 |
| Coordinating department | Institute of Transport |
| Course coordinator | Ing. Jakub Cíleček, Ph.D. |
Subject syllabus
1. The Legal Framework for Commercial Activities and Marketing in Air Transport—Regulatory Principles, Key Documents, and Contractual Rules.
2. Business Strategies in Air Transport.
3. Commercial and Marketing Aspects of the Air Transport Process.
4. Business Analysis of Air Transport Products and Services.
5. Pricing, Fare Structures, and Revenue Management.
6. Distribution and sales channels for air transport products and services.
7. Commercial activities in air transport and their connection to airport development and strategy.
8. Final product planning, market segmentation, and pricing policy.
9. Brand building, alliances, and modern trends in loyalty programs.
10. Customer communication and promotion of services offered.
11. Digital marketing and data analytics in air transport.
12. Quality management of products and services offered, and complaint handling.
13. Ethics in marketing.
2. Business Strategies in Air Transport.
3. Commercial and Marketing Aspects of the Air Transport Process.
4. Business Analysis of Air Transport Products and Services.
5. Pricing, Fare Structures, and Revenue Management.
6. Distribution and sales channels for air transport products and services.
7. Commercial activities in air transport and their connection to airport development and strategy.
8. Final product planning, market segmentation, and pricing policy.
9. Brand building, alliances, and modern trends in loyalty programs.
10. Customer communication and promotion of services offered.
11. Digital marketing and data analytics in air transport.
12. Quality management of products and services offered, and complaint handling.
13. Ethics in marketing.
E-learning
lms.vsb.cz
Literature
STŘÍSTESKÝ, Václav a kolektiv. Marketing management. Praha: C.H. Beck, 2023, 584 s. ISBN 978-80-7400-897-9.
ŽIHLA, Zdeněk a kolektiv. Provozování podniků letecké dopravy a letišť. Brno: Akademické nakladatelství CERM, 2010. 301 s. ISBN 978-80-7204-677-5.
SHAW, Stephan. Airline marketing and management. Ashgate Publishing, Ltd., 2011. 323 p. ISBN 970-0-7546-4820-8.
ŽIHLA, Zdeněk a kolektiv. Provozování podniků letecké dopravy a letišť. Brno: Akademické nakladatelství CERM, 2010. 301 s. ISBN 978-80-7204-677-5.
SHAW, Stephan. Airline marketing and management. Ashgate Publishing, Ltd., 2011. 323 p. ISBN 970-0-7546-4820-8.