COMMUNICATION and MARKETING FOR THE ‘REVIVAL’ OF PUBLIC TRANSPORT

Here’s what you will learn

• Which fundamental elements are needed to conceive an adapted revenue and marketing strategy? To succeed a combination of tools must be used effectively which will be addressed comprehensively in this course:
• · Why building a marketing and communication strategy around the customer is crucial
• · Why building a strong brand image is vital
• · How to make big data analytics an integral part of building marketing excellence
• · Master digitalisation, in particular with social media and other communication channels
• · Implement an effective pricing strategy and action plan
• · Identify the right secondary income sources (non-fare revenue) for your organization

A top level methodology

• · Get inspired by our trainers, understand the main principles of revenue management, marketing and communication in public transport and learn from successful best practice
• · Participate to interactive plenary sessions with introduction by course leaders, presentation by trainers and open discussion with participants
• · Challenge your practical knowledge on the effectiveness and quality of marketing and communication services
• · Address topics and issues from an international perspective, enriched by different cultural approaches and points of views
• · Participate in practical exercises ‘in the field’ allowing you to apply the principles and methods learnt during the training course
• · Benefit from a unique exchange of knowledge and experience between professionals

Who is it for?

• · Staff from sales, marketing, communication, business development and strategy/corporate departments
• · Professionals interested in obtaining a wider and international perspective on the topic in public transport and eager to learn more from international best practice
• · The course is adapted to experienced professionals eager to learn more about their activity in the field of public transport but also to newcomers in the sector
• · The course welcomes participants from local transport authorities, public transport operators and the supply industry