The global airport infrastructure will need 350 billion USD for improvements and expansion in the next decade. Since most governments cannot finance this massive development, airports must become more commercially driven to meet the demand. 

This course helps you understand and adapt to the current industry environment, showing you how to develop effective commercial strategies to satisfy customer needs and counter competitor actions.

Available as: Classroom & In-Company course
Duration: 5 days (40 hours)
Recommended level: Professional and Management
Prerequisites: Participants should have prior knowledge of airport business and operations

Download full profile (pdf)

Upon completing this course you will be able to:

• Determine your competitive position in the industry using advanced analytical tools
• Apply the latest customer relationship and brand value management techniques to your airport
• Evaluate non-aeronautical revenue and its impact on your airport
• Learn how to undertake a land development program
• Maximize revenue through passenger and cargo traffic enhancement

This course is recommended for:

• Airport and airline management
• Global airport operators
• Airport management consultants and analysts

Building strategic intelligence

• Determining competitive position
• Modern market intelligence process

Commercial strategy

• Customer retention planning
• Positioning and branding
• Commercial alliances

Airport economics

• Forecasting airport business activity
• Principles of benchmarking

Commercial management

• Changing organizational principles
• Reviewing alternatives to organizational structure

Streams of revenue

• Aeronautical/ non-Aeronautical
• Passenger & Cargo traffic

And more...

• Internal communication and promotion planning
• Airport land development and property management
• Planning for commercial challenges

Download full profile (pdf)

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.

Further training
Graduates of this course can apply for the Harvard ManageMentor (HMM) distance learning program at a special graduate price.

Improve your language skills through our joint programs with Rosetta Stone®, Berlitz® and other specialized language programs. More