Airport Marketing & Corporate Communications Strategies
ClassroomOnline

Airport Marketing & Corporate Communications Strategies

Language: English, French, Portuguese
Duration:
5 days
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Description

Airports operate in a highly competitive environment and are increasingly generating revenue through ancillary services. IATA’s Airport Marketing & Corporate Communications Strategies course teaches you how to use modern marketing techniques to increase your airport’s revenue by offering more services to passengers, retailers and airlines. You will learn how to design effective marketing campaigns that attract new customers and boost your flight frequency. You will also learn how to tailor your marketing strategies to your catchment area and your target segments.

Key Topics

  • Strategic marketing and business planning
  • Airline route analysis
  • Marketing process and planning
  • Marketing intelligence and market data
  • Airline management concepts
    – Passenger traffic analysis
    – Route capacity
    – Revenue and cost projection
  • Airline product specifications
  • Air services development
  • Joint marketing promotions
  • Retail marketing
  • Airport land development objectives
  • Property marketing
  • Achieving differentiation
  • Marketing roles and responsibilities
  • Outsource and contract management approaches

Objectives

Upon completion of this course you will be able to:

  • Market your airport to airlines, retailers and passengers
  • Use market research tools
  • Prepare and develop a marketing plan
  • Design customized marketing campaigns
  • Apply key marketing theories and concepts to your business

Targe Audience

  • Civil Aviation Authority representatives
  • Route Development Managers
  • Marketing agencies, customer-research firms
  • Business development professionals at airport operators
  • Airport and aviation industry managers related to marketing and commercial functions

Certificate

Upon completion, participants receive
a certificate of achievement.

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