The course aims at developing marketing and sales understanding. After a successful participation of the course the participant should have proficiency in:
-Understanding sales and marketing key functions and processes in aviation business development context
-Evaluating customer segments, sales and marketing channels, pricing, and product creation for strategy considerations
-Analysing airline customer journey and are able to future develop the journey within changing business environment
-Creating and justify sales and marketing plans
-Critically evaluate sales and marketing performance and make future recommendations
Aviation has been at the fore front of digital transformation and development for over twenty years, and its impact to how airlines sell and market their products is indisputable. Succeeding in sales and marketing strategies and actions are crucial in this highly competitive industry. During this implementation, students will explore the business environment for a chosen airline and develop strategies to advance sales and marketing goals. You will investigate airline customer journey from sales, service, communication, and marketing perspective, knowing that today’s passengers are always in the journey loop. You will assess questions such as: How company strategy will impact marketing and sales strategy? Which customer segments to focus on and develop products for? How to measure marketing performance? By the end of the course, you will be able to identify sales and marketing opportunities, and make plans to accelerate airline commercial performance.
The module is a part of professional studies in Porvoo Campus competence-based curriculum. The module advances the following competences: distribution and sales, customer experience, sales and services in global markets, solution oriented selling, customer value propositions, marketing, effective presentations.
(Basic knowledge, completes given tasks and assignments on a satisfactory level)
You are able to understand and interpret the basic principles of marketing and sales, through listing and formulating the essential considerations. In addition, you can calculate and present marketing and sales KPIs and variables. Moreover, you can apply and reflect basic strategy frame and present considerations in your marketing and sales plan.
Good (You have Comprehensive knowledge, and are expected to compare and link course concepts. You have completed given tasks and assignments on a good level, showing positive attitude through participating in some discussions, and makes visible efforts in analysing and solving possible challenges and problematics.)
You can apply and interpret the basic principles of marketing and sales and can benefit to business considerations through various KPIs assessment. In addition, you can not only calculate essential marketing and sales KPIs, but discuss and analyse different variables impacting performance evaluation. Moreover, you are able to critically evaluate a marketing and sales report applied with adequate variable considerations. Furthermore, you can interpret, asses and present different considerations in a structured marketing and sales plan report and presentation.
Excellent: (In addition to finalising all given tasks with exemplary results, you can widely build knowledge by demonstrating comprehensive use of course concepts. You consistently contribute in discussions, indicate thorough preparation and elaborate on analytical insight and conclusions. You have a distinguished level of problem-solving skills, and an innovative mindset for analytical assessments. You can cooperate responsibly and constructively in a professional manner and take others views into consideration.)
You can apply and interpret the principles of marketing and sales for driving initiatives in the field. You can formulate the essential KPIs and develop business based on the analysis. You possess skills in independently applying insights of marketing and sales as part of commercial consideration context. Moreover, you are able to visually illustrate, with the help of qualitative and quantitative data, how to develop business activities through several variables influencing marketing and sales. Furthermore, you can clearly create, asses and present key considerations through a well formulated marketing and sales plan report and presentation it in an innovative manner.