Starting with the customer and the strategic context, the course looks at how to communicate brand and product values, create interest and sales and develop loyalty, use pricing as a tool as well as what the changing digital landscape and growing environmental considerations mean for airlines.
As competitive intensity increases, the requirement to have adaptive marketing approaches and recognise the need for innovation becoming paramount. The course looks at classic marketing techniques to tailor the product and then overlays newer approaches to add differentiation, how to innovate and lay the foundation for better economic performance.
The course includes latest thinking of how commercial strategy and marketing evolve with latest technological developments and dynamic customer expectations, and a perspective of how the pandemic influences customer behaviour and the marketing mix.
Who is it for?
All airline and airport managers with limited commercial exposure but who recognise the need to develop a more strategic mindset fit for the current dynamic envioronment. This is also a great starter course for staff seeking a career change within an airline, as well as for junior managers seeking to refresh themselves and learn about latest thinking on all aspects of the marketing mix.
Modules are expected to run from 10:00-16:30 on the first two days and from 09:00-12:00 on the final day (UK time), subject to confirmation.
The module will be delivered online.
Led by thought leaders with a wealth of experience in aviation and technology, the course highlights the multi-faceted nature of marketing and the influence and opportunities of latest technologies and innovation for a successful marketing strategy. It tackles the range of levers that can be deployed to satisfy existing and respond to emerging customer needs.