Revenue Optimisation and Marketing in Public Transport

Revenue Optimisation and Marketing in Public Transport
  • Training
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  • Italy


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)

Target Audience

  • Staff from following departments: advertisement & sales, price & fare management, marketing, communication, business development, finance strategy/corporate departments, operations
  • Any public transport operator or authority looking at increasing revenues
  • 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


  • 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

A good level of English is a compulsory requirement to attend the training

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 Jain, former D. Operations Director of KMB Hong Kong and General Manager-Marketing of MTR Corporation. Managing Director, Trans-Consult Asia, Hong Kong



UITP reserves the right to make amendments to the programme or any related activity


Session 1: Customer research and 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

Session 2: 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

Session 3: 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

Session 4: 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

Session 5: 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

Session 6: Non-fare revenue in providing public transport business sustainability

With a focus on Railway property models: Case studies from Hong Kong and Singapore




22% VAT excluded

Until 10/12/2018

After 10/12/2018


1210 €

1690 €

Member « developing nations »*

885 €

1235 €


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: - Tel: +32 2 663 66 57

Participation fees include:

  • Training instruction
  • Lunches and coffee breaks
  • All training documents: Binder including all presentations and supporting documents; Access to all training material via UITP's electronic library Mobi+ (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 Centre for Training,, Tel: +32-2-663 66 57

Practical information: 

Training Venue

Isola Nova del Tronchetto, 32
30135 Venezia

Water Bus: line 2


Participants are responsible for making their own hotel reservation.

Hotel Belle Epoque (***)
Cannaregio, Rio Terà Lista di Spagna, 127/128
30123 Venice
Phone:+39 041 244 0004

Hotel Canal (***)
Santa Croce, 55
30135 Venice
Phone:+39 041 523 8480

Hotel Principe (*****)
Strada Nova, 146
30121 Venice
Phone: +39 041 220 4000

Hotel Carlton on the Grand Canal (****)
Santa Croce, 578
30135 Venice
Phone: +39 041 275 2200


Alok Jain, former D. Operations Director of KMB Hong Kong and General Manager-Marketing of MTR Corporation. Managing Director, Trans-Consult Asia, Hong Kong



This programme is kindly hosted by ACTV.

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