Airline Marketing
Plan, develop and implement marketing concepts and campaigns for airlines to drive sales and build brand equity
Type
Functional
Competency Area
Commercial Management
Levels
Execute activities to record trends in travellers’ behaviours and marketing programmes
Identify factors which impact travellers’ motivation and preferences
Outline new trends in airline marketing programmes
Collect and interpret information regarding competitors’ marketing programmes
Gather preliminary insights from secondary research to incorporate into reports
Support content creation for marketing collaterals
Assess the effectiveness of the marketing programmes
Monitor data to identify key issues, trends and opportunities
Create content for marketing collaterals
Assess feasibility of incorporating new trendsfor marketing activities of the organisation
Support the execution of market segmentation activities which meet the needs of target markets
Evaluate research findings and returns from existing marketing programmes
Evaluate market research reports, competitor analysis and customer data to identify new marketing opportunities
Coordinate product development and airline partnership activities with relevant stakeholders and/or departments
Maintain records and archives of brand and marketing campaigns
Evaluate returns of marketing initiatives to determine their suitability for future marketing initiatives
Review effectiveness of marketing campaigns against intended outcomes
Implement marketing strategies according to established marketing plans and timelines
Evaluate effectiveness of marketing campaigns against intended outcomes and recommend strategies to enhance effectiveness of campaigns
Review marketing campaigns to ensure compliance to aviation regulatory frameworks
Strategise marketing campaigns
Explore opportunities to enhance the effectiveness of marketing activities through the use of technologies
Develop marketing strategies to build brand identity of airlines
Develop annual marketing plans in collaboration with senior stakeholders
Negotiate with external partners and affiliations to expand airlines’ customer reach and enhance their brand values
Preside over marketing budgets to ascertain all marketing activities meet allocated budgets