Course Detail: SGA-1007 - Strategic Marketing Management [SGA-1007]

Circuit board components forming padlock


This course is a "Core course" that is part of the Graduate Certificate in Aviation. This 2.5-days, 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

 Session Detail: W1021-SGA1007-H1

Schedule: Every week on Saturday, starting on 10/23/21 and ending on 11/13/21 (excluding 10/23/21, 10/30/21, 11/06/21, 11/13/21)
Times: 01:00pm - 07:00pm
SGA Pricing : $500.00

Additional Information

Students may only drop a course through the Professional Education & Training without transcript notation or financial penalty during the drop period. All drop requests or session transfer requests require written communication by the student in order to be processed. Due to the short duration of courses, the drop period ends on the fourth business day of each session. Course fees will not be refunded after the conclusion of the drop period unless an exception request is submitted and granted. After the drop period, students can elect to transfer enrollment to a future session of the same course for a 25% administrative fee. For questions regarding course cancellation, drop period, or exemption requests, please contact the Office of Professional Education by email at or by phone at +65 6933 9580.


Name Additional Resources
Vernon Lim