ARCHIVED PAGE - content is no longer updated

University of Westminster

Transport Studies Group


MARKETING AND MARKET RESEARCH:

The Way Forward for Air Transport

6th-8th December 2000

Transport Studies Group, University of Westminster

 

This short course was held in December 2000 at the University of Westminster. Please refer to the Short Course page for an up-to-date programme of events.

Air transport marketing principles and practices are constantly being examined and re-assessed as the industry strives to become more commercial in an increasingly competitive environment. Market research is of particular importance, providing vital information to enable demand-led decisions to be made. This seminar aims to create a forum to discuss the key elements of marketing and market research strategy for airlines and airports and to address some of the future challenges that lie ahead.

 

The seminar has been designed to appeal to a wide range of participants. Views will be heard from airlines, airports, manufacturers, consultants and market research specialists. In particular, it aims to bring together airline and airport issues for mutual benefit. It will be of interest to marketing and commercial managers of airlines and airports, aviation specialists in government departments, suppliers of air transport products and consultants who are working in the field of air transport.

 

An additional feature is an optional workshop on Tuesday 5th December, providing an introduction to issues of questionnaire design and the statistical analysis of market research data.

 

ORGANISERS

This event brings together the expertise of two units within the Transport Studies Group. The Survey and Marketing Research Unit is currently involved in research projects for a number of airlines in addition to developing a data model linking market research performance with market share. The Air Transport Unit has been involved with air transport research, consultancy and teaching for over 20 years.

The organisers are:

DR ANDREW COOK, Survey and Marketing Research Unit

Tel: +44 (0)20-7911-5801
Fax: +44 (0)20-7911-5057
E-mail: cookaj@westminster.ac.uk

 

DR NIGEL DENNIS, Air Transport Unit

Tel: +44 (0)20-7911-5000 extn 3344
Fax: +44 (0)20-7911-5057
E-mail: dennisn@westminster.ac.uk

 

This seminar is one of a number of short courses organised by the Transport Studies Group at the University of Westminster. The courses attract delegates from airlines, airports, government departments, manufacturers and other organisations from all over the world.

The University of Westminster is conveniently situated in the heart of London at 35 Marylebone Road, which is 200 metres east of Baker Street underground station and directly opposite Madame Tussauds. It is also only 10 minutes walk from Oxford Street.

 


SEMINAR PROGRAMME

MARKETING CHALLENGES

Click here to view the timetable

AIRPORT MARKETING AND ROUTE DEVELOPMENT
Rolf Ewald, Senior Analyst Market Research/Marketing, Dusseldorf Airport

NEW ENTRANT AIRLINES
F Barry Zorn, Executive Vice President Europe, European Air Express

THE IMPORTANCE OF SCHEDULING DECISIONS
Dr Nigel Dennis

THE INTERNET AS A SALES AND MARKETING TOOL
Howard Millar, Finance Director, Ryanair

AIRPORT FACILITIES: THE AIRLINE NEEDS
Tom Carter, Air Transport Consultant, Vulcan Associates

EXPANDING INTO LONG-HAUL
Will Lofberg, Manager - Industry and Regulatory Affairs, British Midland

REACHING THE GLOBAL MARKET: AIRLINE ALLIANCE STRATEGIES
Ann Bowden, Financial Analyst Atlantic Region, Delta Air Lines

MARKET EVALUATION AND COMPETITION ANALYSIS
Peter Rayner, Head of Data Sales Europe and Middle East, OAG Worldwide

MARKET INFORMATION IN FLEET PLANNING
Andy Hofton, Consultant, Speedwing

 

THE ROLE OF MARKET RESEARCH

Click here to view the timetable

GETTING TO KNOW THE MARKET AT AIRPORTS
Stan Maiden, Research Director, BAA

AIRLINE BUSINESS INTELLIGENCE
Maarit Seppae, Head of Corporate Intelligence, Swissair

RESEARCHING THE INTERNATIONAL BUSINESS TRAVELLER
Ian Dockreay, Director, The Aviation and Travel Consultancy

MARKET RESEARCH AND NETWORK PLANNING
Dr Karl Echtermeyer, Head of Market Data Research, Lufthansa

GETTING THE MOST OUT OF SURVEY DATA
Dr Andrew Cook

ASSESSING THE PROSPECTS FOR AIR CARGO
Gordon Bevan, Senior Consultant, Airport Strategy and Marketing

AIRCRAFT FORECASTS AND MARKET EVALUATION
Steve Murray, General Manager Market Research, Airbus Industrie

 

INTRODUCTORY WORKSHOP

For delegates wishing to obtain additional background information on survey methods, Dr Andrew Cook is organising an optional workshop on Tuesday 5th December starting at 1030 hours. This will cover questionnaire design and statistical analysis of survey data, with worked SPSS examples. If you wish to attend the workshop please indicate on the booking form.

 

GENERAL

Residential attendance provides for accommodation for the Tuesday, Wednesday and Thursday nights (5-7 December) at the 4 star WHITE HOUSE HOTEL in Albany Street (10 minutes walk from the University) and includes English breakfast, lunch and morning and afternoon coffee/tea. Extra nights can be booked if required.

Non-residential attendance provides for morning and afternoon coffee/tea and lunch.

Seminar lecture notes will be given to all delegates on arrival. The course fee includes a reception on the Wednesday evening and a visit to a London theatre on the Thursday evening. The Seminar concludes with lunch on Friday allowing delegates a free afternoon for shopping or sightseeing in London.

For people unable to stay for the whole seminar, daily attendance is available. Special rates are also offered for University students and academic staff. Please contact Nigel Dennis for further details.

A list of alternative hotels (from 60 per night) is available on request from Nigel Dennis for delegates who prefer to make their own accommodation arrangements. Please note that December is a peak time in London and early booking is advisable to secure your choice of hotel accommodation.

(If bookings are cancelled within 14 days of the seminar, 25% of the fee will be retained to cover administration costs).

 

BOOKING FORM

Cheques should be drawn on a UK bank in Sterling, made payable to THE UNIVERSITY OF WESTMINSTER and sent with this form to:

Joanne Nelson
Admissions and Marketing Office
UNIVERSITY OF WESTMINSTER
35 Marylebone Road
London NW1 5LS

Tel: +44 (0)20-7911-5000 extn 3089
Fax: +44 (0)20-7911-5703
E-mail: nelsonj@westminster.ac.uk

Please register:

Name(s)............................ Position(s)............................
       ............................            ............................
       ............................            ............................

Company....................................................................

Address....................................................................
       ....................................................................
Tel    ............................ Fax        ............................

Course fee:                          Non-residential    595
                                     Residential        985
please indicate your choice:         Workshop (5th Dec) 150
                                     Extra nights       130 per night

                                     please state which:
                                     Total payable:     ...............

Payment may also be made by Credit Card:
Please charge my VISA / MASTERCARD / SWITCH
Card No ................................ Expiry Date ..................
Amount  ............... Signed .......................................

 

Click here to return to the Transport Studies Group Short Courses page