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Airline Distribution Strategies and e-Commerce (Classroom, 5 days)

Este curso también es dado en Español.



Take an insider look at today's leading distribution models and strategies, while gaining tools to optimize your company’s distribution processes.

Through a series of business cases and exercises, learn how to implement an efficient distribution strategy that leverages both traditional marketing and e-commerce resources.

This course is the updated version of Managing Distribution Channels and Costs.

Available as: Classroom and In-company
Duration: 3 days (24 hours)
Recommended level: Professional and Management
Prerequisites: None

What you will learn

  • Understand the role of distribution and e-commerce in the airline's organization, structure and processes
  • Discuss current day distribution models and the IATA NDC (New Distribution Capability) initiative
  • Identify the best airline distribution strategies on an operational and management level
  • Learn how to leverage e-commerce in your distribution strategy
  • Explore industry best practices and apply them toward future profitability

Course content

  • Distribution channels
    • Direct and indirect sales
    • Cost and determinants
    • IT systems and interfaces
    • The right mix of distribution channels
  • E-commerce
    • E-CRM
    • E-distribution
    • E-pricing
    • E-sales
  • Marketing and e-marketing
    • Quality and complaint management
    • Preparing for a crisis
    • Direct and indirect sales
    • Costs and determinants
    • Viral marketing
  • NDC (New Distribution Capability) initiative
    • What, why, who
    • Developing the standards
    • Consumer and agent benefits
  • Activities
    • This is a highly interactive course, involving business cases, discussion-oriented presentations, media materials, and interactive group exercises.

Download full outline (pdf)

Certificate awarded

An IATA Certificate of Completion is awarded to participants obtaining a grade of 70% or higher on all exercises and exams. A special distinction is awarded to participants obtaining a grade of 90% or higher.

Who should attend

Airline management working in:

  • Strategy and business development
  • Marketing, communications and distribution
  • Yield and revenue
  • Information technology
  • Finance and audit


Additional information

© International Air Transport Association (IATA) 2014. All rights reserved.