Airline Marketing (self-study)

Did you know that in the past 5 years, 132 participants from 30 countries have taken this course with IATA?

45-hour e-book course

Stay ahead of the competition by understanding and applying sound marketing principles. This course will provide you with an overview of the airline marketing principles so that you can comfortably create a marketing plan and execute it accordingly. We will cover the three main steps, analyzing, planning and execution as well as the main marketing tools used at each step, in order to develop a successful marketing plan.

Course Code: TALM-53

Course format

• This is a self-study course, which will take you approximately 45 hours to complete, depending on your previous knowledge and experience.
• The course materials are provided in e-book format.
• You will have 12 months to complete the course and exam (enrollment validity), which starts from the date you purchase the course.
• The recommended level for this course is Entry-level.
• Performance will be based on an examination. Please refer to the Exam Information below for more details.

Please note: Once you have completed the exam you will no longer have access to the course content, and after the 12-month enrollment validity expires you will no longer have access to the course content, nor will you be able to take the exam.

Study with the help of an Instructor

If you would prefer to study this course with the help of a local trainer, enrol at an IATA Authorized Training Center near you.

Registration information

• Please refer to our payment methods and applicable taxes.
• When you click to purchase the course, you will be directed to log in to your Training Profile through our Customer Portal.
• Are you purchasing the course for several people at once? Please find out how on our Payment page.

Upon completing this course you will have the skills to:

• Interpret and understand your customers' needs
• Segment your targeted markets
• Exceed your customers' expectations with product innovation, product quality and efficient distribution
• Develop creative and cost-effective marketing strategies

The key topics that are covered during this course include:

• The evolution of technology and its impact in customer engagement and marketing methodologies
• Developing marketing processes & strategies in alignment with organizational objectives
• The current airline business environment and its impact on airline marketing
• Impact of technology on distribution and communication channels: best practices including social media
• Market environment scanning & market research methodologies
• Developing a marketing plan and strategy in a case study approach
• The Marketing Mix (Product, Price, Promotion, Place) and how to satisfy the needs of your target audiences
• How to create value for, and communicate value to, your customers
• Airline alliances and marketing: benefits & drawbacks
• Practical strategies for managing your marketing plan efficiently

This course is recommended for:

• Recently appointed marketing managers
• Sales managers and general sales agents
• Marketing officers and market coordinators
• Customer service staff

An IATA Certificate of Completion is awarded to participants successfully passing the final exam.

Exam information

Please read the information about Online Exams with Remote Supervision (OERS), and check the Course Edition List for Exams (pdf) when booking your exam.

• Method: Online exam with remote supervision (OERS)
• Format: 100 multiple-choice questions. Closed course book exam.
• Time Allowance: 3 hours
• Passing Grade: 60% correct answers
• Distinction Grade: 90% correct answers
• Number of exam attempts: 2