Marketing and Communication


  
  
 
 
photo ©Dusan Petkovic
  • Training
08/04/2020
Add to Calendar
10/04/2020
Paris
  • France

About: 

Learning objectives

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:

  • The importance of building a marketing and communication strategy around the customer
  • The necessity of a strong brand and image
  • Making Big Data analytics an integral part of building marketing excellence
  • Mastering digitalisation, in particular with social media and other communication channels
  • The implementation of an effective pricing strategy and action plan
  • The identification of secondary income sources (non-fare revenue)

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 the trainer and open discussion with participants
  • Challenge your practical knowledge on marketing strategies, plans and tools
  • Address the topic from an international perspective, enriched by different cultural approaches and points of views
  • Participate to workshops allowing you to apply on a concrete case the main principles and tools learned
  • Benefit from a unique exchange between marketing professionals

UITP Training Programmes and all related processes are certified for ISO29990:2010 – the standard for learning services for non-formal education and training.

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 willing to learn more about the topic
  • The course welcomes participants from local transport authorities, public transport operators and the supply industry

Inspiring trainers

Our skillful trainers are composed of international experts and professionals active in the field of public transport with extensive experience in strategic and operational activities.

 Our experienced Lead Trainer Alok Jain  will guide participants throughout the course. Alok is former D. Operations Director of KMB Hong Kong and General Manager-Marketing of MTR Corporation. He is now Managing Director of Trans-Consult Asia, Hong Kong.

Other trainers include:

  • Marielle Villamaux, Chief Client Officer, Transdev Group, France
  • Axel Drouadaine, Customer Program Manager, Transdev Group, France

Speakers: 

Alok Jain, former D. Operations Director of KMB Hong Kong and General Manager-Marketing of MTR Corporation and Managing Director, Trans-Consult Asia, Hong Kong
Marielle Villamaux, Chief Client Officer, Transdev Group, France

Axel Drouadaine, Customer Program Manager, Transdev Group, France

 

Programme: 

UITP reserves the right to make amendments to the programme or any related activities.

Customer Centricity in Public Transport: Customer research & relationship management

A 360° knowledge of your customers is essential for companies to plan their product offerings to meet all their expectations. Traditional market research tools have allowed a certain understanding of the customer and in some cases complex segmentation of customer needs and profiles have been developed. Today however, new information technologies provide an enormous amount of information which was not available before. Social media based CRM and smart-phone based touchpoints are redefining the way we collect data. Combine this with state-of the art data analytics and data visualisation, how can an user leverage these tools to add-value and how do they compare with traditional ways of market research? How do companies segment their customer profiles and understand customer needs? What are the current most adapted market research tools and how are their outcomes analysed and used?

This session will look at:

  • Understanding customer needs
  • Defining behavioural groups
  • Building a customer journey
  • Developing a customer promise and culture
  • Achieving & managing customer satisfaction

Branding, Image and Communications

To convey an attractive and trustworthy image, every company needs to position itself when facing customers and the wider public sphere. As do public transport companies or authorities which are the prime mobility providers in cities, whether for locals or visitors. As such, a strong brand and image is needed not only to retain regular public transport users but also to attract non regular users and spread a modern and vibrant image of the city. What are the functions and how to manage the brand of public transport? How to define values and missions for companies and authorities, which today do more than just running buses or trains, by offering for example far broader mobility packages? How to develop a unique selling proposition (USP) in often complex, public-driven and multiple-stakeholder environments?

This session includes:

  • Definition of branding today
  • The process of brand audit
  • Brand positioning: from customer targeting to brand promise
  • Brand Vision and road map: how to get there
  • Marketing & execution plan

Communications and social media

Social media represents an effective means for companies and institutions to open a direct dialogue with customers and citizens. It is an essential tool to manage reputation and image, to learn about experiences and expectations of customers and even further to enhance customer service, real time information or help in recruiting for example. What are the different functions of Social Media and how to use them? How can social media add to marketing and communication in public transport and does it deliver value for money? What are the opportunities, threats and challenges of engaging with customers through social media? This session will address these questions by providing a return on experience from the sector looking at social media implementation and day to day management, but also costs, resources and content monitoring.

This session includes: 

  • Building a communication strategy
  • Reputation management
  • Prioritisation of messages
  • Transition towards digital communication
  • Mobile applications
  • Social media strategies & Online campaigns
  • Opportunities with exploitation of data

Pricing: fare setting, ticketing and revenue management

In public transport the setting of fares often relies on political decisions and standardised calculations methods which for instance take into account inflation and purchasing power. In more deregulated environments, pricing is used as a marketing tool to stimulate ridership, increase the attractiveness of some services or simply to manage demand. Beyond setting fares, this session will also deal with the management and development of new products to increase sales and revenue, manage demand and make the service adapted and attractive to regular and potential customers.

This session includes: 

  • Fare regulation and adjustment
  • Fare policy: Fare structure, product range, fare levels, payment media
  • Advancements in Fare collection technology and opportunity for new type of ticketing products
  • Importance of non-fare revenue in providing public transport business sustainability

From Public Transport to New Mobility Services: Towards MaaS

From the development of a single mode of transport to the provision of an attractive mobility service offer, the core activity of public transport companies has evolved from running vehicles to moving people (ever more increasingly from doorstep to doorstep). Today operators or authorities not only sell tickets but tend to develop more complex fare structures, ticketing options or services packages to better adapt to customer needs. Looking beyond, products can also be combined with other modes of transport, turning the offer into real mobility services (or Mobility as a Service - MaaS). Such “integrated mobility platform” ideally offers all available mobility options into a One-Stop-Mobility-Shop bringing convenience, time, and cost savings to the mobility user through technology-enabled real-time, door-to-door, multi-modal travel information.

Big Data Analytics, IoT and Artificial Intelligence

The proliferation of smartphones and sensors has led to Fourth Industrial Revolution. Three major drivers are behind this disruptive force. Data, communication and computing power. 90% of the volume of data that we have today was generated in merely last two years. Huge volumes of data is being generated through widespread usage of IoT and sensors. It is coming in a wide variety of sources, structured and unstructured. Due to advances in communication, it is being transmitted almost instantly at high velocity. It is being analysed almost instantly and being used for decision making, often without a human intervention. In the end, the data is reliable, trustworthy and presents a single version of truth (veracity). These disruptive forces are also altering the way we manage and interact with customers and creating completely new operating models for many industries. How is the public transport industry being shaped by these changes? What are the opportunities in the future and how we can best manage the transition?

This session includes:

  • Principles of Big Data Analytics
  • IoT
  • Machine Learning
  • Artificial Intelligence
  • MaaS
  • Operation Management
  • Customer Experience Management

Registration: 

20% VAT excluded

Until 04/03/2020

After 04/03/20

Member

1210 €

1690 €

Member « developing nations »*

885 €

1235 €

Non-member

1635 €

2280 €

Non-member « developing nations »*

1095 €

1540 €

Group UITP Member (4 or +)

1130 €

Group UITP Member (4 or +) « developing nations »*

830 €

Group UITP non Member (4 or +)

1520 €

Group UITP non Member (4 or +) « developing nations »*

1020 €

*Participants from developing nations benefit from a special discount. Check here the list of eligible countries.

To register a group of 4 persons of more from the same organisation, please contact us: sunita.kelecom@uitp.org - Tel: +32 2 663 66 57

Participation fees include:

  • Training instruction
  • Lunches and coffee breaks
  • Training material: all presentations and support documents. Access to all training material via UITP's electronic library, MyLibrary (after the training)

Groups generally consist of 25 participants and are limited to about 30 in order to increase the learning experience and interaction during the programme. Places allocated on a first-come, first-served basis.

Terms and Conditions

Please download our Terms and Conditions here.

Contact Person

Sunita Kelecom, Training Assistant, UITP Academy, sunita.kelecom@uitp.org, Tel: +32-2-663 66 57

Practical information: 

Training venue

Transdev Group
Crystal Building
3 allée de Grenelle
92130 Issy-les-Moulineaux
France

How to get there?

  • From La Défense business district: Tram T2 and alight at Issy Val de Seine (situated at 5min.on foot from the training venue)
  • From Porte de Versailles: Tramway T2 and alight at Issy Val de Seine (situated at 5min.on foot from the training venue)
  • From Notre-Dame / Saint Michel : RER C and alight at Issy Val de Seine (situated at 5min.on foot from the training venue)

Accommodation

Participants are responsible for making their own hotel reservation.

Novotel Suites Paris Expo Porte de Versailles Hotel (****)
4 Boulevard Brune
75014 Paris
Phone: +33 1 71 25 47 37

Okko Hotels Paris Porte De Versailles (****)
2 Rue du Colonel Pierre Avia
75015 Paris
Phone: +33 1 45 01 17 00

Hôtel Paris d'Issy Hôtel porte de Versailles (***)
4 Rue Auguste Gervais
92130 Issy-les-Moulineaux
Phone: +33 1 46 44 02 90

Best Western Paris Porte de Versailles (***)
11 bis Avenue Jean Jaurès
92130 Issy-les-Moulineaux
+33 1 40 93 18 01

Speakers: 

Alok Jain, former D. Operations Director of KMB Hong Kong and General Manager-Marketing of MTR Corporation and Managing Director, Trans-Consult Asia, Hong Kong
Marielle Villamaux, Chief Client Officer, Transdev Group, France

Axel Drouadaine, Customer Program Manager, Transdev Group, France

 

Partners: 

This programme is organised in collaboration with UITP Regional Training Centre in Paris, hosted by Transdev.

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