Course Detail: SGA-1007 - Strategic Marketing Management

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This course is a "Core course" that is part of the Graduate Certificate in Aviation. This in-person (2.5-days) or online (20-hours) course is meant to provide a comprehensive overview of the important and strategic concepts and theories of marketing and how they are applied to aviation industry, with a particular emphasis on the Asia-Pacific Region.

Who Should Attend

  • Airline and airport professionals
  • Air Navigation Service Provider professionals
  • Civil Aviation Authority professionals
  • Professionals with a keen interest in aviation marketing

Learning Objectives

Upon successful completion of this course, participants will be able to:
  • Get an overview of successful aviation organization marketing strategies
  • Discuss key concepts and principles of marketing principles: 4Ps and 7Ps
  • Understand the strategic management principles
  • Identify key factors affecting airlines/airports strategies and operation by applying tools such as Porter's 5Forces, SWOT analysis, and BCG Growth Matrix
  • Learn about the benefits and process of market research, and how to make an informed judgment on marketing options in an aviation business market
  • Utilize marketing strategies to better understand competitors and how to compete against them
  • Gain knowledge on how aviation organizations utilise marketing communications to successfully engage customers
  • Analyse how aviation organizations build loyalty by creating customer value and enhancing customer experience
  • Review current digital marketing practices and future trends in the aviation industry

Available Sessions