Airline Marketing (Classroom, 4 days)

About

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.

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

Prerequisites

• We recommend that you should have already completed the IATA Airline Marketing self-study course
• Recommended level is Intermadiate 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 attend a class scheduled at one of our training centers: Register early and save up to 20%! Please read the Terms for the early bird discount. The discount will be calculated at the time of payment.
• To arrange in-house training for your company: Complete the in-house training request form or contact the salesperson in your region.

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

Activities

• 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.