Content
Course content
This course covers the following topics:
- The importance of internal and external stakeholder relationships in managing airports
- The key elements of a stakeholder engagement program
- The interdependency between airlines and airports
- The contribution of external stakeholders, including government agencies, service providers, and consultants
- The value of employee engagement
- The airlines’ perspective and drivers of its business model
- The drivers of airline revenue, including ancillary sources of revenue
- The importance of competition in air service
- The deciding factors in attracting new air service
- The data that will be most convincing in justifying new, or maintaining current, air services
- The trends impacting air service
- The benefits of marketing the airport
- The importance of airport branding
- The key elements of an airport marketing and communications program
- The types of, and avenues for, community outreach
- The role and various facets of media engagement
- The ways airports communicate with passengers
- The business benefits of focusing on the customer
- Key customer experience management concepts
- The steps in a customer’s entire ‘end-to-end’ travel journey
- Which customer experiences are the most important determinants of customer satisfaction
- The components of a customer experience culture
- The importance of airport accessibility
- The benefits of customer loyalty programs
- The tools used to measure the customer experience and benchmark an airport’s performance against peer airports
- The principles of procurement
- The differences between public and private sector procurement
- The types of procurements and contracts entered into by airports
- The importance of business diversity programs
- The general terms used in airport contracts and agreements
- The importance of auditing the procurement process and contracts
- The legislation which created the DBE and ACDBE programs
- The key components of the DBE and ACDBE programs
- The unique aspects of the ACDBE program
- The airport’s role and responsibilities in DBE and ACDBE programs
- The attributes of successful DBE and ACDBE programs
- The barriers to DBE and ACDBE participation.
- The concepts of sustainability and resiliency
- The steps in creating and managing an airport sustainability program
- Specific opportunities to integrate sustainability into the airport’s business and operations
- Common sustainability rating systems and their purposes and characteristics
- The main uses of innovation at airports
- The key success factors for airport innovation programs
- The themes necessary to build and sustain a culture of innovation
- The key innovations predicted to dramatically impact the airport business over the coming years
- The New Experience Travel Technologies (NEXTT) vision
- The challenges innovation presents for the airport workforce
