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Airline Marketing for the Leadership & Management Training Program

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About

Stay ahead of the competition by understanding and applying sound marketing principles.

This training program combines IATA's trusted Airline Cabin Crew course with Harvard ManageMentor© (HMM), a state-of-the-art, media-rich training platform furnished by Harvard Business School faculty, global business leaders and practitioners in the field of leadership development.

Course format

IATA Airline Marketing course
  • The IATA course requires approximately 45 hours of study to be completed in 12 months from the purchase date (enrollment validity).
  • The course is available in e-textbook format. 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.
  • After the enrollment validity expires, you 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.

10 HMM© courses

  • Additional time will be required for the 10 HMM© modules. Each HMM© self-study module requires approximately 2-4 hours of study. Access to the HMM© platform is valid for 6 months (enrollment validity) from the date access is provided, with exams administered online.
  • You will have access to 24 HMM© modules and may choose to complete more than 10 of these modules to enhance your knowledge and skills.

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
  • Build or refresh management and leadership skills
  • Respond to management challenges effectively

Key topics

IATA Airline Marketing 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

HMM© access

This valuable online reference tool, used by companies around the world, will help you handle day-to-day management issues.

HMM offers the following on-demand features to help you achieve more on the job:

  • Concise lessons and tools for fast and effective learning
  • Videos featuring Harvard University faculty, trusted experts, and next-generation emerging leaders
  • Editor’s Choice articles featuring up-to-the-minute business expertise, selected and updated quarterly by Harvard Business Publishing editors
  • Hundreds of new checklists, self-assessments, worksheets, and handouts to facilitate the application of new ideas to your own work environment
  • Personalized experience: goals, skill development, and action planning to help you quickly apply new skills
  • Post-topic, On-the-Job component where you work on your action plan and receive content, tips, and reminders

Harvard ManageMentor© Content Summary

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

  • You will receive an IATA certificate upon successful completion of the IATA exam.
  • A Harvard ManageMentor© certificate of completion is awarded for each module, provided you obtain a passing grade of 70%. You may track your progress within the HMM platform.

How to claim your Diploma

  • Upon successful completion of the 10 required HMM© modules and the IATA course, contact us to claim your IATA Leadership and Management Diploma.

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.

IATA Exam

Harvard ManageMentor© Exam
  • Exam Method: Online assessment
  • Exam Format: Multiple-choice questions
  • Number of Questions: 10 or less per HMM module
  • Time Allowed: The assessment can be retaken as many times as you need to pass
  • Passing Grade: You must score at least 70% on the assessment.

This course is a step toward earning an IATA Diploma in:

Additional information

iPad package
Select any 4 IATA Aviation Courses in e-textbook format and receive them with a free iPad.

Subject areas

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