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Presentation
Presentation
The marketing discipline 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.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 5
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULHT1656-2581
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
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.
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Objectives
Objectives
To be familiar with the concepts and actions developed in the aeronautical business network;
Identify the differences between airport marketing directed to aviation activities and other activities developed in the sector;
Develop skills in preparing and developing a communication plan and marketing plan for the aviation industry.
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Teaching methodologies and assessment
Teaching methodologies and assessment
Use of examples and work in real context.
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References
References
Ambrose, S., Waguespack, B. (2021). Fundamentals of Airline Marketing: Strategies for Success in a Hyper-competitive Environment (Aviation Fundamentals). 1st Edition. Routledge.
Moraes-Sarmento, E.; Abranja, N.; Carvalho, R. Vitorino (2022). Plano de marketing e marketing digital na hotelaria e turismo. Lisboa, Lidel.
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Office Hours
Office Hours
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Mobility
Mobility
No
