Skip to main content

Test Home
You & IATA


You are here: Home » Training » Search Courses

Airline Marketing for the Leadership & Management Training Program

DescriptionPrices & RegistrationExam Schedule


Stay ahead of the competition by understanding and applying sound marketing principles.

This training program combines IATA's Airline Marketing course with Harvard ManageMentor (HMM), a state-of-the-art, media-rich training platform furnished by Harvard Business School faculty, global business leaders and practitioners in the field of leadership development.

Course format: This is a distance-learning program requiring 75 hours of self-study for the IATA course plus additional time for the HMM modules.

What you will learn

Upon completing this course you will have the skills to:

  • Interpret and understand your customers' needs
  • Segment your targeted markets
  • Exceed your customers' expectations with product innovation, product quality and efficient distribution
  • Develop creative and cost-effective marketing strategies
  • Build or refresh management and leadership skills
  • Respond to management challenges effectively

Key topics

IATA course content

  • The evolution of technology and its impact in customer engagement and marketing methodologies
  • Developing marketing processes & strategies in alignment with organizational objectives
  • The current airline business environment and its impact on airline marketing
  • Impact of technology on distribution and communication channels: best practices including social media
  • Market environment scanning & market research methodologies
  • Developing a marketing plan and strategy in a case study approach
  • The Marketing Mix (Product, Price, Promotion, Place) and how to satisfy the needs of your target audiences
  • How to create value for, and communicate value to, your customers
  • Airline alliances and marketing: benefits & drawbacks
  • Practical strategies for managing your marketing plan efficiently

HMM access

This valuable online reference tool, used by companies around the world, will help you handle day-to-day management issues.

HMM offers the following on-demand features to help you achieve more on the job:

  • Concise lessons and tools for fast and effective learning
  • Videos featuring Harvard University faculty, trusted experts, and next-generation emerging leaders
  • Editor’s Choice articles featuring up-to-the-minute business expertise, selected and updated quarterly by Harvard Business Publishing editors
  • Hundreds of new checklists, self-assessments, worksheets, and handouts to facilitate the application of new ideas to your own work environment
  • Personalized experience: goals, skill development, and action planning to help you quickly apply new skills
  • Post-topic, On-the-Job component where you work on your action plan and receive content, tips, and reminders

HMM module content

Who should attend

This course is recommended for:

  • Recently appointed marketing managers
  • Sales managers and general sales agents
  • Marketing officers and market coordinators
  • Customer service staff

Certificate awarded

You will receive an IATA certificate upon successful completion of the IATA exam.

An HMM certificate of completion is awarded for each module, provided you obtain a passing grade of 70%. You may track your progress within the HMM platform.

Upon successful completion of the 10 required HMM modules and the IATA Airline Marketing course, contact us to claim your IATA Leadership and Management Diploma.

This course is a step toward earning an IATA Diploma in:

Subject areas

Find related courses:
Follow us on
Read more in Arabic , English , French , Mandarin or Spanish.


Additional information

© International Air Transport Association (IATA) 2015. All rights reserved.