Online Course on Marketing & Communication in a post-Covid World


  
  
 
 
  • Training
14/07/2020
Add to Calendar
29/07/2020
  • includes 7 online sessions

About: 

Our course is recommended by former participants:

“UITP’s online courses provide up to date information on what really matters and the newest trends in public transport. It’s a great opportunity to have worldwide opinions exchanged.”
Jorge Morgado, Head of Communication, Metro do Porto, Portugal.

"The UITP Online Training Programme is one of the most valuable ways to know what the operators and authorities are doing about urban mobility and public transport. It doesn't matter in which fields. When you receive some offers like this from UITP, you can be sure that you will have good results in your investments."
Anonymous

"How to brand public transport as being safe after months of advice recommending to 'not use public transport'? This online course gave in-depth insight into how to market and promote public transport in our post Covid-19 world. Thanks to UITP, Rob Mayo and Alok Jain."
Elisabeth H. Berge, Advisor, Public Transport Norway 

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 online course. In the context of the current COVID-19 pandemic, this course will give particular attention to the impacts of the crisis on urban mobility behaviours and implications for marketing and communications activities in public transport. The sessions take place over 3 weeks and combine 7 online modules which aim at discussing:

  • The importance of building a marketing and communication strategy around the customer
  • Building a strong brand and image in the post-Covid world
  • How to master digitalisation, in particular with social media and other communication channels
  • The implementation of an effective pricing strategy and the identification of secondary income sources after the crisis
  • How to make Big Data analytics, Artificial Intelligence and MaaS an integral part of building marketing excellence

The online sessions are complemented by a Workshop on the Setting up of a post-COVID19 marketing and communication strategy.

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

Our experienced Lead Trainers Alok Jain (Managing Director, Trans-Consult Asia, Hong Kong) and Rob Mayo (Managing Director, MH Consulting) will guide participants throughout the course.

Why choose an online course?

  • Interact with public transport professionals from across the world
  • Be time efficient, with 7 sessions over a 3 week timespan   
  • Flexibility to join the sessions from any location in the world, at work or at home 

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
  • Address the topic from an international perspective, enriched by different cultural approaches and points of views
  • Participate to online 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.

 

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
Rob MAYO, Managing Director, MH Consulting

 

Programme: 

"UITP is like the Champions League of public transport: it gathers the best knowledge and expertise from all over the world to create a network of experts and managers. It really is an incredible opportunity for everyone in the sector to join one of these classes!"
Anonymous

"This is a highly recommended course for both new and old-timers in the public transport industry. Our lecturers are clearly experts in their respective spheres, and I appreciate that they used concrete examples or actual situations to explain a principle. It's inspiring to hear best practices from other countries that we can adopt in the Philippines." 
Anonymous

WEEK 1

Tuesday 14 July - Session 1: Course introduction

Introduction to the Course Content, Outline of Group Participation Work and advice on how to make the best use of Slack and the designated Breakout Sessions. Introduction to the workshop: ‘Setting up a post-COVID19 marketing and communication strategy’.

Thursday 16 July - Session 2: The need for Passenger Centricity

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 a 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 behavioral groups
  • Building a customer journey
  • Developing a customer promise and culture
  • Achieving & managing customer satisfaction

WEEK 2

Monday 20 July - Session 3: Post-Covid Branding

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

Wednesday 22 July - Session 4: Covid-World Social Media + Group Work Breakout Session

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
  • Prioritization of messages
  • Transition towards digital communication
  • Mobile applications
  • Social media strategies & Online campaigns
  • Opportunities with exploitation of data

Thursday 23 July - Session 5: Ticketing & Revenue as post-Covid M&C Tools

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

WEEK 3

Monday 27 July - Session 6: MaaS, Big Data and AI in a Covid World + Group Work Breakout Session

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.

Furthermore 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?

Wednesday 29 July - Session 7: Group Work Breakout Session and Final Group Covid M&C Presentations

This workshop aims at design a marketing and communication strategy following the COVID19 crisis which has led to a significant drop in ridership of public transport. It will look at targeting specific customer groups and how to allocate resources to different channels (including social media). Participants will have to justify their strategy and budget for approval, thus reflecting the reality of procedures in public transport companies.

The workshop discussions take place in small ‘virtual’ groups during the sessions.

 

Registration: 

Registration fees 

The price includes 7 online sessions.

  Until 05/07/2020 After 05/07/2020
UITP Members 235€ 320€
Non-UITP Members 315€ 440€

These registration fees seen above include a special discount up to 20% off the normal price for the period of May-July 2020.

Terms and Conditions

Please download our Terms and Conditions here.

Contact Person

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

Practical information: 

How does it work?

  • 7 interactive online sessions with presentations by trainers, discussions with the audience and break-out sessions for the workshop
  • Each session lasts 90 to 120 minutes max
  • 1 online workshop ‘Setting up a marketing and communication strategy post-COVID19’. The group work takes place during the sessions.
  • Group size: up to 35 participants 
  • Tool used: GoToTraining
  • Accessible from any location and devices worldwide
  • An online group is created on the Slack.com platform to pursue discussions during and after the training

What material do I receive?

  • Presentations & workshop document are made available to participants
  • Recording is not provided

When?

All sessions take place at 10am CEST (Central European Summer Time, local time in Brussels) at the dates below:

Week 1

  • Tuesday 14th July - Session 1: Course introduction (90 minutes)
  • Thursday 16th July - Session 2: The need for Passenger Centricity (90 minutes)

Week 2

  • Monday 20th July - Session 3: Post-Covid Branding (90 minutes)
  • Wednesday 22nd July - Session 4: Covid-World Social Media + Group Work Breakout Session (120 minutes)
  • Thursday 23rd July - Session 5: Ticketing & Revenue as post-Covid M&C Tools (90 minutes)

Week 3

  • Monday 27th July - Session 6: MaaS, Big Data and AI in a Covid World + Group Work Breakout Session (120 minutes)
  • Wednesday 29th July - Session 7: Final Group Presentations on post-Covid19 Marketing Strategy (120 minutes)

 

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
Rob MAYO, Managing Director, MH Consulting

 

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