Airline Marketing (partner-taught or self-study)

Did you know that in the past 5 years, 340 participants from 78 countries have taken this course with IATA?

About the 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, analysing, 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 course is available in e-book format.
• This course requires approximately 45 hours of study to be completed in 12 months from the purchase date (enrollment validity). After the enrollment validity expires, the users will not have access to the course content and will not be able to take the exam.
• Student performance will be based on an examination. Please refer to the Exam Information below for more details.

Enrol at an Authorized Training Center to study these materials with the help of a local trainer, or alternatively you can choose to study these materials on your own.

Registration information

• When you click to purchase the course, you will be directed to login to your Training Account . Please have your login details ready.

Important: Please note that if you are purchasing courses for more than one person, you must create a User Account for each individual. Registration and payment must be done through each User Account. You cannot use one User Account to purchase courses for multiple individuals. However, you may pay for multiple individuals by one credit card or bank transfer through each individual’s User Account. If you pay by bank transfer, please attach a copy of the bank transfer issued by the sender’s bank to each individual’s order. If you are a company wishing to purchase courses for 10 or more employees, please Contact Us for more information on how to register multiple users.

What you will learn

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

Course content

• 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

Who should attend

This course is recommended for:

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

Certificate awarded

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

Exam information

Please read the General Information on Partner-taught / Self-study exams, and check the Course Edition List for Exams when booking your exam.

• Exam Method: Online exam with remote supervision
• Exam Format: Multiple Choice questions, Closed Text Book
• Number of questions: 100
• Time Allowance: 3 hours
• Passing Grade: 60% correct answers
• Distinction Grade: 90% correct answers
• Number of exam attempts: 2