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.

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

• 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