Training

The airline industry can no longer afford to follow trends passively in the current challenging market environment.  Together with cost reduction and revenue management strategies, the airlines should design and implement active, and occasionally aggressive, strategic marketing plans 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 auxiliary principles of strategic marketing planning in an integrated way and stresses their importance as a factor of airline success.  Theory is complemented with examples and mini case studies to assist the participants in understanding and applying constructively strategic marketing plans 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 senior/middle managers in charge of designing and implementing strategic marketing plans.  Nonetheless, it will prove useful to all those seeking innovative ways to survive in the turbulent aviation environment and set the proper foundations for future success including sales managers, market coordinators, customer programme controllers and general sales agents.