Airline Commercial Management

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.

Timetable

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.

Benefits

The course highlights the multi-faceted nature of commercial management and the influence and opportunities of innovation for a successful strategy. It tackles the range of levers that can be deployed to satisfy existing and respond to emerging customer trends and needs.

The module will include the following elements:

• Key strategic tools to quickly analyze a situation
• Simple numerical techniques to measure marketing effectiveness and outcomes
• Innovation techniques
• How to introduce customer focus
• How to keep track and proactively respond to emerging trends in consumer behaviour and technology.

Classroom teaching with extensive group discussion and use of break-outs (small groups) to analyse a problem and present solution.

There is no assessment or coursework with this CPD. Students will be asked to submit a reflective journal about the topics covered and will receive a certificate of participation.

This course is provided by the School of Science & Technology.

No prior knowledge is required, although a reasonable awareness of key players in the global aviation industry is an advantage.

English requirements

For those students whose first language is not English the following qualification is also required:

• IELTS: 7.0

Marketing Management (P. Kotler et al) Chapters 1 & 2 are useful pre-reading, but not essential. The course tutor will suggest further reading during the class.