Class Marketing

The marketing course has a lot of relevance in the Aeronautical Management degree because it is an area of knowledge, fundamental for the future manager. Knowing how to understand the consumer, gaining skills to define the product or service, the price, the places to market it and, how to communicate it, are essential for the success of an aeronautical business.

Not applicable

Marketing concept and evolution Characterization of marketing in the aeronautical sector and the relationship with stakeholders External Market Analysis Consumer behavior Targeting, Placement, and Branding Aviation Product & Service Policy Pricing Policy Communication policy Industry Digital Marketing Analysis The communication plan and the marketing plan in the aeronautical business network.

Analyses of real cases, flipped classroom.

Ambrose, S., Waguespack, B. (2021). Fundamentals of Airline Marketing: Strategies for Success in a Hyper-competitive Environment (Aviation Fundamentals). 1st Edition. Routledge. Kotler, P. Armstrong, G. (2013). Principles of Marketing. 15th Edition, Pearson Education. Moraes-Sarmento, E.; Abranja, N.; Carvalho, R. Vitorino (2022). Plano de marketing e marketing digital na hotelaria e turismo . Lisboa, Lidel.