Training

The airline industry can no longer afford to follow trends passively in the post COVID-19 challenging market environment.  Together with cost reduction and revenue management strategies, the airlines should design and implement active, and occasionally aggressive, airline marketing and sales policies to retain and expand their customer base.  In this way, they can secure their market presence, or even increase their share and become successful leaders in the industry.  This course examines and analyses the main and advanced principles of airline marketing and sales in an integrated way and stresses their importance as a factor of airline success.  Theory is complemented with examples and case studies to assist the participants in understanding and applying constructively marketing and sales techniques in their workplace.  Course attendance may therefore prove beneficial to airlines in both the short and the longer term.

The course should be attended primarily by middle managers in charge of designing and implementing advanced airline marketing and sales strategies.  Nonetheless, it will prove useful to all those seeking innovative ways to survive in the turbulent post COVID-19 aviation environment and set the proper foundations for future success including market coordinators, customer programme controllers and general sales agents.

The main taught points include:

• The Corporate and Marketing Environment in the Airline Industry
• Marketing Concepts in the Airline Industry
• Marketing, Customer Satisfaction and Service Quality in the Airline Industry
• Market Segmentation and Product Positioning
• Product Strategy and Development
• Branding, Promotion, Advertising, and the Role of Social Media
• Marketing Strategy and Research
• Pricing, Costs and Yield Management
• Civil Aviation Regimes in a Changing World
• Airline Alliances – Principles and Implications
• Traffic Forecasting
• Cargo – Principles and Strategic Outlook
• Airline Distribution and Online Airline Sales
• Airline Sales Organisation and Techniques