Airline Marketing (classroom)

Did you know that in the past 5 years, 365 participants from 52 countries have taken this course with IATA?

About the course

4-day (32 hours) classroom course

Growing competition and uncertainty in the global airline industry requires airlines to have professional and innovative marketing functions and professionals. This course looks at the latest airline marketing practices and commercial trends whilst applying classic marketing principles, academic models and practical tools. Over 4 days you will learn how to enhance your focus on customer needs, access key target markets, be encouraged to reinvent your own marketing practices, and take new insights and ideas back to the workplace.

This course is available at IATA Training Centers and Regional Training Partner locations, and on-demand as in-house training.

Download the Outline

Course Code: TALM-35

Course format

  • This classroom course provides 4 days (32 hours) of instruction delivered by an official IATA Instructor.
  • Student performance will be based on an assessment


  • We recommend that you should have already completed the IATA Airline Marketing self-study course
  • Recommended level is Intermediate and Advanced
  • The recommended level of language proficiency is ICAO Operational Level 4 for courses in English or the equivalent level for other languages.

How to register

To arrange in-house training for your company: Complete the in-house training request form or contact the salesperson in your region.

Next class

Airline Marketing (classroom)

Switzerland, Geneva (IATA)
9 - 12 August, 2022
Register before 19 Jul, 2022 to take advantage of the USD100 Early Bird discount. The price below includes this discount.
Please register by 19 Jul
All prices are before tax and include applicable discounts.
Class no: 148621
USD 1,650
USD 2,150
USD 2,400

1 additional classes are scheduled

Airline Marketing (classroom)

United Kingdom, London (IATA)
29 November - 2 December, 2022
Register before 29 Aug, 2022 to take advantage of the 20% Early Bird discount (only for payment by credit card or ICH)*. The price below includes this discount. *Terms apply
Please register by 08 Nov
All prices are before tax and include applicable discounts.
Class no: 148470
USD 1,400
USD 1,800
USD 2,000

What you will learn

Upon completion of this course you will be able to:

  • Articulate latest airline industry marketing and commercial trends
  • Evaluate the latest airline products and services
  • Consider internal and external factors when building a marketing strategy
  • Devise and implement effective Marketing Plans
  • Recognize the key principles of marketing
  • Focus on customer experience to create loyalty
  • Identify Marketing Mix elements
  • Integrate marketing strategy into all business decisions

Course content

  • Industry trends and performance
  • Airline business models, e.g. network, low cost
  • The marketing planning process
  • The Marketing Mix (the 7 P’s)
  • Promotional and PR activity
  • Brand and product management
  • Pricing, revenue management, channel strategy
  • Market segmentation, targeting, and positioning
  • Customer focus and loyalty programs (FFP)
  • The Social Media revolution


  • Team project to create and present an airline marketing plan
  • Devise a press statement
  • Create and present a SWOT analysis and positioning maps for your airline and your competitors

Who should attend

This course is recommended for:

  • Airline Marketing and Sales personnel
  • Managers from other business units e.g. Commercial, Ground and Flight Operations
  • Sales and Marketing support staff

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.

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