This course will provide you with a sound knowledge of modern marketing concepts and principles, including proven internet and e-mail techniques. It covers seasonal implications and illustrates the place of advertising and promotional activities in relation to sales. The student will gain a good understanding of the marketing tools and strategies used in the travel industry.

• Understand marketing and its purpose, including basic principles of market research, the marketing environment and competitive analysis
• Gain insight into selling principles
• Evaluate the effects of seasonality in agency operations
• Have the ability to analyse costs and determine profitability
• Be familiar with market segmentation
• Be able to analyse and react to the competition
• Understand and develop pricing policies
• Know the characteristics inherent in marketing effectiveness, including marketing audits and measurements
• Learn to develop and implement marketing plans

• Established travel agents
• Travel agents starting up a business
• Current travel industry managers and supervisors
• Potential travel industry managers

• An Introduction to Marketing
• Market Research
• Operating Costs and Profitability
• Seasonal Implications
• Distribution
• Promotion
• Pricing Policies
• Reacting to Competition
• Marketing Planning
• The Marketing Audit and Marketing Effectiveness

Successful completion of the one-paper examination leads to the IATA/UFTAA International Travel Agents' Marketing Certificate.

• How to enrol, fees, registration dates and exam information   
• Find an IATA/UFTAA Authorised Training Centre
• How to become an Authorised Training Centre