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eCommerce

Today, electronic and mobile commerce, new social media, and an array of distribution channels overwhelm travel consumers. The implications for suppliers, such as airlines and online travel agencies are also redundant and require careful analysis and consideration with regards to tactical and longer-term strategic response and pro-active product and service planning. However, most players in the air transportation business are still struggling to define clear strategies as new tools,media, and technology constantly evolve.

This course takes some of the guesswork in dealing with eCommerce out of the equation. Using a combination of historical analysis and future-trend perspectives, the participant of this course will understand the importance of careful business planning as related to electronic commerce and distribution platforms. References and benchmark activities and key performance indicators are used to help guide participants in tactical planning.

The course introduces and explores topics such as electronic commerce, the role of eCommerce today, eCommerce readiness, strategy and optimization, as well as a turnaround framework that can be put to practice.

Module 1: Introduction to eCommerce and readiness 

Module 2: eCommerce strategy and optimization

Module 3: Response mechanisms for constant change

Module 4: Anticipated trends, social and business models

Target Audience

Marketing management, marketing directors, portal/electronic distribution managers, RM directors, RM managers and directors, director, pricing managers and analysts, reservation professionals/agents and other front-line or customer relationship management staff.

Learning Objectives

• Unveiling a background of electronic commerce.
• To be familiar with factors that drive eCommerce's evolution.
• To discuss consumer expectations regarding eCommerce.
• How to use social media and consumer-driven content to your advantage.
• To understand the various planning tools available for eCommerce readiness and deployment.
• To examine the impact of eCommerce on marketing, pricing, and revenue management
• Ability to develop a structured framework for eCommerce strategy.
• To discuss anticipated trends in electronic and mobile commerce.
• To learn how to avoid unnecessary revenue leakage.

Duration

2 days on-site, or ten (10) 1-hour sessions through distance learning.

Training Materials

Course manual consisting of 4 modules, and industry articles and presentations.