About the course

Based on SimpliFlying’s proprietary 6X model, this course uses real-life case studies from some of the world's most successful airlines. The course is indispensable for those of you who are transitioning into aviation from another industry or are joining an airline for the first time. We will help you understand what makes airline branding different and will provide a clear structure to help adapt your knowledge to the airline industry. This same structure can also be used by existing industry professionals to introduce and adapt ideas from other industries into your airline.

  • Designed to give you a framework to understand airline marketing

  • Lessons from some of the best airlines in the world

  • Featuring interviews with industry leaders and practitioners

  • Based on SimpliFlying’s proprietary 6X model

Course curriculum

  • 1
    Welcome module
  • 2
    Module 1 - Externalities
    • An outdoor industry - understanding how the weather affects aviation
    • A tightly regulated industry - slots, rights, safety and more
    • Externalization at airlines - how much of the process do you really control?
    • DEEP DIVE: Lessons from Air Asia
  • 3
    Module 2 - Expectations
    • The legacy of the Jet Age
    • What happens when brand and product are not aligned
    • Why Ryanair creates deliberately low expectations to win
    • DEEP DIVE: Lessons from Air NewZealand
    • Two products, one plane - managing the class divide
  • 4
    Module 3 - Experience
    • Understanding the factors that shape passenger experience
    • The passenger at the airport
    • In-flight experience
    • Digitalization and connected crews
    • DEEP DIVE: Lessons from Turkish Airlines
  • 5
    Module 4 - Execution
    • Why training matters
    • Comparison: how two different airlines execute similar promises
    • Detecting problems: the importance of feedback
    • Recovery strategies: fast customer service
    • DEEP DIVE: Lessons from Vueling
  • 6
    Module 5 - Expression
    • Compare and contrast: Vueling Vs Ryanair - how two low-cost airlines express their brands
    • Fun-focused brands: Air Asia and music
    • Premium brands: the case of Singapore Airlines
    • DEEP DIVE: Lessons from Southwest Airlines
  • 7
    Module 6 - X- Factor
    • Individuals: the case or Richard Branson and Virgin
    • Creating a tradition: Westjet’s Blue Santa
    • Country associations: Air New Zealand’s Kiwi identity
    • Owning an idea or value: the case of Royal Jordanian and the Arab World
    • DEEP DIVE: Lessons from Singapore Airlines

Recommended reading

SOAR by Shashank Nigam

Based on interviews with C-level executives, middle managers and front-line employees, SOAR charts the journeys of eight remarkable airlines and gives in-depth insights into brand execution at the executive, operational and customer level within Singapore Airlines, Southwest, Turkish Airlines, Air New Zealand, AirAsia, Finnair, Vueling and Kulula.
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Recommended reading

Some of the featured airline case studies

  • AirAsia marketing
  • Air New Zealand marketing
  • Singapore Airlines marketing
  • Royal Jordanian marketing
  • Turkish Airlines marketing
  • Southwest Airlines marketing
  • Ryanair marketing
  • Vueling marketing
  • WestJet marketing

What else?

The SimpliFlying Global Institute guarantees a full refund if you are not satisfied with the course. Get smart or get your investment back. That's a win-win.
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What else?

Why choose the SimpliFlying Global Institute?

  • Learn why airline marketing is different

    This online course will guide you through the different aspects of airline marketing and give our best advice to help you succeed.

  • Learn at your own pace for up to 90 days

    Once you have enrolled in a course, you can go through each lesson whenever and wherever. Accessible to you for 90 days.

  • Experienced SimpliFlying consultants

    Having worked with more than 85 airlines globally in the past ten years, we have selected the juiciest examples for every lesson.


  • Who is running the SimpliFlying Global Institute?

    The institute is run by SimpliFlying, a consulting company specialized in aviation marketing and communication with over 10 years of experience in the industry. The courses are taught by our consultants and selected industry specialists.

  • Should I take this course?

    Certainly. In fact, this course has been attended by over 1000 airline marketing executives before you in the form of a SimpliFlying Masterclass.

  • I've attended your masterclass before. Is there any point in me taking this course?

    Aviation is a fast-changing industry and we keep our courses constantly updated for this very reason. If you have taken a masterclass within the past year you might not need it but if more time has passed we suggest you do.

  • I want to buy it for my team. Is there a group option?

    If you are interested in a team package, we have some options available depending on team size and on your requirements. We can also do an in-house training for your team. Reach out to us for more information at training@simpliflying.com.

  • I signed up, what happens next?

    This course is under development and will become available on the 1st of February 2019. As soon as the course is available you will be able to start the lessons.

  • Why should I sign up now if the course isn’t available yet?

    To save money! Anyone who signs up before the course becomes available has access to our special USD 99 launch price. The full price after the 1st of February will be USD 499.

  • Once I sign up, how much time do I have to complete the course?

    90 days.

  • What types of payment are accepted?

    We accept credit card payments using PayPal and Stripe.

  • What is your refund policy?

    We take great pride in the quality of our courses -- and, your satisfaction is our goal. If for any reason you are not completely satisfied with the choice, you are eligible to receive a refund at any moment.