Professional Certificate Course
Delivery: Classroom/Virtual
Duration: 3 days

Aim

Effective Concession management represents a crucial element of successful airport development. Accordingly, this course will support airports and their business partners to identify, engage and ensure long-term concession arrangements that deliver customer value and shareholder returns. Participants will develop the necessary skills and professional confidence to establish strategies, execute agreements and manage effectively, that represent best-practice, in an ever-changing environment, such as the impact of industry disruptors (pandemics, global events, etc.).

Learning Objectives

Upon completing this course, participants will be able to:

  • Describe industry best practices in the field of airport concession management
  • Analyze concession market and partner requirements to ensure product and service offerings evolve to suit current and future market requirements
  • Identify and assess the most effective strategies to attract best-practice concession partners, permit airport self-delivery, and/or formulate effective joint-ventures
  • Develop an effective concession management program that refines marketing strategies, assures timely collection and use of performance metrics, and builds a strong sales team
  • Develop a coherent marketing and branding approach for joint advertising and promotions that ensures effective account / sales management, and supports loss prevention strategies
  • Integrate learning and apply to case study exercise to demonstrate a comprehension of the overall principles and detailed practices for successful revenue generation

Target Audience

  • Airport Finance Directors, Managers and Staff
  • Airport Marketing and Commercial Managers and Staff
  • Airport Consultants and Concessionaires

Course content

  • Travel industry and concession market knowledge and trends
  • Performance Management
  • Concession management strategies and determination of most-effective airport role
  • Concession programming that involves marketing, sales and promotion planning, product and service facility layouts, together with operational management
  • Use of business review, audit and others to continuously drive performance and overcome gaps
  • Developing an efficient team

Upcoming sessions

Dates Location Member / WBP Price Non-Member Price Register
TBD TBD US$1,025 US$1,525 TBD