Airline Marketing (classroom)



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Did you know that in the past 5 years, 27 participants from 10 countries have taken this course with IATA?

About the course

4-day (32 hours) classroom course

IATA Airline Marketing aviation training 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.

Download the Outline

Course Code: TALM-35

Course format


  • 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

In-house training

To arrange in-house training for your company, please complete the in-house training request form or contact the Training Specialist in your region.

Next class

Airline Marketing (classroom)

Türkiye, Istanbul (TKAA-RTP)
9 - 12 September, 2024
Please register by 18 Aug
Find out more about our Early Bird Terms.
All prices are before tax and include applicable discounts.
Class no: 214262
USD 1,890
USD 2,430
USD 2,700


This class is offered in cooperation with Turkish Airlines Aviation Academy (TKAA).
A regional price applies to residents of Türkiye. Please refer to TKAA for the final price.

Turkish Airlines Aviation Academy (TKAA)
Ataturk Airport; Gate B 34149 Yesilkoy

For more information please contact:

You may also register on the Turkish Airlines Aviation Academy (TAA) website:

Register on the TAA website

This is an RTP session for TKAA

Airline Marketing (classroom)

Italy, Milan (PRO-HST)
16 - 19 September, 2024
Register before Aug 26, 2024 to take advantage of the USD100 Early Bird discount. The price below includes this discount.
Please register by 26 Aug
Find out more about our Early Bird Terms.
All prices are before tax and include applicable discounts.
Class no: 200554
USD 1,790
USD 2,330
USD 2,600

Find out more about our IATA Training Center in Milan hosted by Professionals' Solutions, including details about the Training Center, a map to help you find it, and a schedule of all the upcoming courses being held in Milan.

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

The key topics that are covered during this course include:

  • 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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