This document provides guidelines for an airline marketing final project assignment. Students are asked to use their midterm project airline as a basis and identify a gap in the business to address, such as an opportunity for a new product or service. They should review competitors' and other industries' products and services and propose one new product/service for their airline, justifying how it would reduce costs or improve revenue. Marketing theories covered in class, like segmentation and pricing strategy, must be applied in planning for the new product. Students will be assessed based on the creativity, thoroughness, realism, theoretical application of their plan, and the quality of their presentation.

1. Airline Marketing:
Final Project
Assignment and Guideline
Bangkok University 2017
Dr Narudh Cheramakara

2. Airline Marketing Final Term Project
Use the same airline/group as midterm project

3. Task
• Use your mid-term project as a catalyst to this report.
• Identify gap in your business (i.e. business
opportunities)
• Review the current products and services of your
competitor/other industries
• Come up with one new products / services for your
airline
• Justify why your airline needs the proposed
product/service
• Either to reduce the cost/or/Improve your revenue
• Using marketing theories in this class to plan for
product (e.g. segmentation, how would you

4. Clues
• Look at your competitors and see how can you
outpace them? What product are they lacking?
Or what product they have and you don’t?
• Look into other industries (Hotels, trains) and see
what can you implement their product?
• Products and service can be from Booking/Check-
in/Ancillary Revenue/Pricestructure or anything
• EG. Premium Economy for TG, Should Airline
codeshare with train companies? Cargo carriers?
Themepark?

5. Theoretical Applications
• Segmentation? What is your target market for
new products? Why?
• Pricing Strategy? How much will you charge?
How it will improve your revenues? (Consult
annual reports for clue)
• Promotions? How to promote
• Advertising How? Example

6. Assessment: The assessment for your work will be based on the
following criterion (10 points for each category totaling 50 points)
• 1) Creativity - The creativity of the strategies and implementation
• 2) Thoroughness - Make sure that all angles are explored and you
must demonstrate that you have a thorough understanding of the
industry and company you are working with
• 3) Realism and practicality of the plan
• 4) Theoretical Application - The ability to apply marketing theories
to the plan and the analysis along with explaining how it works in
reality
• 5) Presentation - You are expected to present this plan as an actual
one to the management. Therefore the presentation style must be
convincing and interesting.