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
Other Economics Courses
*AMPAP electives