Commercial management is key to airline success, from understanding customer needs to driving profits. This course shows how managers turn insights into actions, considering sustainability, technology, and geopolitical factors that shape customer behavior and marketing.
1 starting date
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Starting date:
- Duration: 4 days
- Time: to
- Fees: £1,000
- Occurs: Wednesday, Thursday, Friday and Saturday
- Course code: EPM821
- Location: Northampton Square
- Application deadline:
Airline Commercial Management and Finance Course overview
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 distribution landscape and growing environmental considerations mean for airlines.
As competitive intensity increases, the requirement to have adaptive commercial approaches and recognise the need for innovation becoming paramount.
The course also 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.
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
Module teaching usually begins at 9am and finishes at 5pm each day, with time for breaks. If there is any change to these timings, you will be informed before the start of the module.
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.
What will I learn?
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.
Assessment and certificates
You will be asked to submit a reflective journal following completion of the module to illustrate your learning. You will not receive a mark for the reflective journal.
Following successful completion of the module, you will receive a certificate of participation.
This course is provided by the School of Science & Technology.
Eligibility
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: 6.5
- (minimum of 6.0 in all four test components is preferable)
Recommended reading
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.