Gulf Centre for Aviation Studies

ACI - Airport Commercial Marketing

This course will explore the importance of implementing marketing strategies in a customer-centric environment. Participants will develop skills required to effectively market their airport as well as their products and services to the benefit of the Airport, their Travellers and Business customers. The course will also explore industry Best Practices and develop a forward-thinking approach to marketing providing participants with the necessary skills to evolve along with the changing environment and increase non-aeronautical revenues.

Course Benefits

Upon completing this course, participants will be able to;


  • Analyse the market place and prepare effective commercial strategies to meet customer needs;
  • Identify the Key elements of the Airport Commercial Development Plan;
  • Develop an exhaustive understanding of the intelligence framework to assess the market, the customers and the competitors;
  • Describe the principles of bench-marking and how to apply them within commercial marketing;
  • Build a concession program;
  • Identify how airport recognize their market position and manage the airport brand;
  • Analyse changes in the market place, anticipate them and adjust the position and offering.

Who Should Attend

  • Airport Commercial Directors, Managers and staff
  • Airport Department Heads and Managers
  • Airport Consultants

Course Outline

  • Airport Business Environment
  • Marketing in a customer focus organization: theories and principles
  • Business Plan
  • Market research, segmentation and customer behaviour
  • Airport Concession Planning
  • Development of interactive marketing with stakeholders to use synergy in Value Creation
  • Concession management
  • Commercial marketing in the development of parking, advertising and services
  • Land & Real Estate Development
  • Achieving marketing objectives through negotiations
  • Promoting the offer and managing for success
  • Marketing programme implementation and controls

Course Prerequisite (s)

Basic understanding of marketing

Speak, read and write English