Delta Corporate Accounts: Measuring Customer Value

by: John Branch

Publication Date: December 7, 2015
Length: 2 pages
Product ID#: 1-430-474

Core Disciplines: Marketing/Sales, Strategy & Management

Partner Collection:

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Teaching Note

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You are asked to imagine that you have been hired by Delta Air Lines to help manage corporate accounts for the State of Michigan. Economic activity has been on the rise throughout the state, especially in the western portion and Detroit. Until now, corporate accounts’ activities in Michigan have been focused on the automotive and healthcare sectors, but your boss wants you to cash in on a growing market of consultants traveling to and from Lansing, Michigan. Your task is to find ways to market the airline’s services to this growing market.

Teaching Objectives

After reading and discussing the material, students should:

  • Illustrate the fundamentals of marketing in realistic contexts.
  • Apply these concepts to specific marketing challenges.
  • Practice their analytical and evaluative skills.