Course Detail: ALF-4100 - Airline Marketing in association with IATA [ALF 4100]
Embry-Riddle Aeronautical University's (ERAU) Airline Marketing, part of a joint Aviation Management Program with the International Air Transportation Association (IATA), provides students with insight into the evolving world of airline marketing. During the last decade, the landscape of airline marketing has undergone significant transformation. New developments in technology have allowed airlines to develop an unprecedented level of engagement with their customers. These changes have an impact not only on the communication channels that marketers employ, but also on the role of marketing within airline companies.
In this course, we explain marketing through several key aspects: the role of marketing in creating a customer-oriented organizational culture, the forces and events that have shaped the airline industry as it is today, the impact of technology on distribution and communication channels, and the set of activities employed by marketers to help their airline reach its goals. Note: This course may only be taken as part of the Aviation Management Program (AvMP).
This course awards 3 CEUs upon completion.
What You Will Learn
Upon completing this course, students will be able to:
- Develop creative and cost-effective marketing strategies
- Exceed customers' expectations with product innovation, product quality and efficient distribution
- Interpret and understand customers' needs
- Segment targeted markets
- The evolution of technology and its impact in customer engagement and marketing methodologies
- Developing marketing processes & strategies in alignment with organizational objectives
- The current airline business environment and its impact on airline marketing
- Impact of technology on distribution and communication channels: best practices including social media
- Market environment scanning & market research methodologies
- Developing a marketing plan and strategy in a case study approach
- The Marketing Mix (Product, Price, Promotion, Place) and how to satisfy the needs of your target audiences
- How to create value for, and communicate value to, your customers
- Airline alliances and marketing: benefits & drawbacks
- Practical strategies for managing your marketing plan efficiently
Who Should Attend
This course is recommended for:
- Customer service staff
- Marketing officers and market coordinators
- Recently appointed marketing managers
- Sales managers and general sales agents
A Certificate of Completion is awarded by Embry-Riddle upon successful completion of the entire Aviation Management Program (6 courses). Students are also awarded the AvMP designation by IATA.
This course requires approximately 45 hours of study to be completed in 12 months from the purchase date (enrollment validity). After the enrollment validity expires, the users will not have access to the course content and will not be able to take the exam.
Student performance will be based on an examination. Please refer to the Exam Information below for more details.
Please read IATA's Exam Information on partner-taught and self-study exams.
- Exam Method: Online exam
- Exam Format: Multiple Choice questions, Closed Text Book
- Number of questions: 100
- Time Allowance: 3 hours
- Passing Grade: 60% correct answers
- Number of exam attempts: 2