Airports operate in a highly competitive environment, and are increasingly generating revenue through ancillary services. Using the latest marketing methods, this course provides tools to maximize profit within your catchment area by attracting retailers and service providers. Learn to customize your marketing campaigns to bring in new airlines and a higher flight frequency.

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 outline (pdf)

Upon completing this course you will have the skills to:

• Market your airport to airlines, retailers and passengers
• Use market research tools
• Prepare and develop a marketing plan
• Design customized marketing campaigns
• Apply key marketing theories and concepts to your business

This course is recommended for:

• Civil Aviation Authority representatives
• Route Development Managers
• Marketing agencies, customer-research firms
• Business development professionals at airport operators
• Airport and aviation industry managers related to marketing and commercial functions

Strategic marketing and business planning

Airline route analysis

Marketing process and planning

Marketing intelligence and market data

Airline management concepts

• Passenger traffic analysis
• Route capacity
• Revenue and cost projection

Airline product specifications

Air services development

Joint marketing promotions

Retail marketing

Airport land development objectives

Property marketing

Achieving differentiation

Marketing roles and responsibilities

Outsource and contract management approaches

Future challenges and pressure for change

Download full outline (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.

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