Faculty of Social Sciences

Sagicor Cave Hill School of Business and Management

Short Courses

Marketing and Sales for Airlines

Registration is

Driving Aviation Demand and Airline Revenue

Airlines do not grow by promoting more seats. They grow by choosing the right markets, creating stronger reasons to travel and converting demand into profitable revenue. In the Caribbean, that’s a harder game than most. Demand swings with tourism seasons, diaspora travel, major events, airlift constraints, seasonality and changing economic conditions. Airlines must compete for passengers across direct channels, travel partners and digital platforms while protecting yield and making limited marketing budgets work harder.

This programme brings marketing, sales, distribution and commercial performance into a single, practical growth agenda. You’ll work through the real decisions commercial teams face: launching a route, choosing which customers to target, building high-impact campaigns, managing corporate accounts, deepening tourism partnerships and earning revenue beyond the base fare. You will also explore how airlines use customer data, commercial intelligence and distribution strategies to improve conversion, increase ancillary revenue, build customer loyalty and respond to changing traveller behaviour.

The programme is designed for immediate application. You’ll leave sharper at positioning your market, converting more sales, strengthening partnerships and building growth strategies that reflect the realities of Caribbean aviation.

Programme Objectives

On successful completion of the programme, you will be able to:

  •  Develop commercial strategies that strengthen airline competitiveness.
  •  Evaluate airline markets and customer segments.
  •  Build marketing and sales strategies for different traveller groups.
  •  Strengthen airline brand positioning and customer value propositions.
  •  Optimise sales channels, partnerships and distribution strategies.
  •  Use commercial data to improve marketing and sales performance.
  •  Increase customer loyalty, ancillary revenue and lifetime customer value.

At a Glance

Course Duration:

April 6 – 29, 2027

Times:

Tuesdays and Thursdays 5:30pm – 8:30pm AST

Certificate Awarded:

Professional Development Certificate of Competence

Cost: Registration Deadline:

March 25, 2027

Modality:

Online

Contact Us Today


Direct Contacts

Additional Information

Programme Curriculum

Winning the Right Markets

  •  Understanding Airline Demand Beyond Passenger Numbers
  •  Tourism, Diaspora and Business Travel Markets
  •  Market Intelligence and Competitive Positioning
  •  Route Marketing and Destination Development
  •  Building Airline Value Propositions that Customers Choose

Creating Demand and Converting Customers

  •  How Air Travellers Decide and Book
  •  Digital Marketing Across the Customer Journey
  •  Social Media, Content and Performance Marketing
  •  Airline Retailing, Personalisation and Offer Management
  •  Designing High-Converting Commercial Campaigns

Building High-Performing Airline Sales

  •  Sales Planning and Channel Strategy
  •  Corporate Sales and Key Account Management
  •  Travel Trade, OTAs and Distribution Partnerships
  •  Selling Through NDC, Digital Channels and Direct Distribution
  •  Interline, Codeshare and Negotiating Commercial Partnerships

Growing Revenue Beyond the Ticket

  •  Revenue Management and Protecting Yield
  •  Ancillary Revenue Strategy
  •  Pricing, Promotions and Data-Driven Performance
  •  Customer Loyalty and Lifetime Value
  •  Building Future-Ready, Resilient Commercial Strategies

How You Will Learn

Participants will work through real commercial decisions faced by airlines, applying marketing and sales strategies to practical aviation scenarios. You will learn through:

  •  Commercial strategy activities based on airline growth challenges.
  •  Analysis of airline marketing campaigns and competitive positioning.
  •  Sales planning exercises involving corporate, tourism and travel trade markets.
  •  Commercial decision-making using passenger, market and sales data.
  •  Practical scenarios involving route launches, customer acquisition and revenue growth.
  •  Peer discussions examining commercial strategies used by airlines within and beyond the Caribbean.

 

Assessment

Airline Commercial Growth Strategy – Participants assume the role of a commercial leadership team responsible for strengthening an airline’s market performance. Using a realistic airline scenario, participants will evaluate market opportunities, identify target customer segments, develop an integrated marketing and sales strategy, recommend revenue growth initiatives and present a commercial roadmap that improves competitiveness, customer acquisition and long-term profitability.

 

Benefits for You and Your Organisation

You will be better equipped to:

  •  Build stronger airline marketing and sales strategies.
  •  Improve customer acquisition and retention.
  •  Strengthen airline brand positioning.
  •  Increase ancillary revenue opportunities.
  •  Develop more effective commercial partnerships.
  •  Leverage data to improve commercial performance.
  •  Respond more effectively to changing traveller behaviour.
  •  Support sustainable airline revenue growth.

 

Alignment with Regional and Global Aviation Priorities

This programme aligns with key priorities shaping airline commercial performance, including:

  •  Modern airline retailing: NDC, ONE Order, personalised offers and stronger direct sales.
  •  Commercial sustainability: Revenue diversification, customer lifetime value and improved sales performance.
  •  Digital transformation: Data-led marketing, automation, e-commerce and omnichannel engagement.
  •  Regional connectivity: Stronger intra-Caribbean travel, viable routes and deeper diaspora engagement.
  •  Tourism competitiveness: Closer airline, airport and destination partnerships to stimulate demand.
  •  Customer growth: Better acquisition, retention, loyalty and differentiated travel experiences.

Who Should Attend

This programme is designed for professionals responsible for driving commercial performance, customer growth and revenue generation within the aviation industry, including:

  •  Airline Marketing and Communications Professionals
  •  Sales and Business Development Professionals
  •  Commercial and Route Development Managers
  •  Revenue Management and Distribution Professionals
  •  Customer Experience and Loyalty Managers
  •  Digital Marketing and E-commerce Professionals
  •  Airport Commercial Development Professionals
  •  Tourism and Destination Marketing Executives
  •  Civil Aviation Authority Personnel Supporting Commercial Aviation Development
  •  Airline Supervisors, Managers and Emerging Commercial Leaders seeking to strengthen their commercial and strategic capabilities

All notification of cancellations, deferrals, and substitutions must be received in writing. Please submit your request via e-mail to schsbmopen@cavehill.uwi.edu

CANCELLATIONS

  • The Sagicor Cave Hill School of Business and Management (SCHSBM) reserves the right to make changes to any printed or online information on short courses, instructors, or course information; or cancel any short course due to under-subscription or circumstances beyond its control.
  • Delegates will be notified at least seven (7) days before the start of any course that must be cancelled.
  • Fees for short courses cancelled by the SCHSBM will be refunded in full.
  • The SCHSBM will not be liable for any loss, damages or other expenses that result from course cancellations.

REFUNDS

Due to the costs incurred for program preparation and administration any cancellations received 30 days or less from the program start date are subject to fees as described below. For programs with a virtual component, the start date will be considered the first day of live learning.

Written notice of cancellation received by SCHSBM Refund
30 days or more before the start of the specific course 100% of course fees.
29 to 15 days before the start of the specific course 50% of course fees.
14 days or less before the start of the specific course No refund

Sagicor Cave Hill School of Business and Management
Contact us