Airline Marketing

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.

Course Code: ALC017VEEN02

Course format

• This classroom course provides 4 days (32 hours) of instruction delivered by an official IATA Instructor.
• Take this course at an IATA Training Center, Regional Training Partner, or on-demand as in-house training.
• 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 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

• When you click the Register button, you will be directed to log in to your Training Account.
• Register early and save up to 25% at our Training Centers! Please read the Terms and Conditions for the early bird discount.

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.

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

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

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

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

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.