The aim of the unit is to provide a comprehensive overview of the fundamental and important concepts, theories and principles of marketing and how they are applied to aviation industry. The unit also develops student’s foundational ability to communicate in a professional environment


Teaching periods
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Discuss key concepts and principles of marketing such as market demand and supply, values, product marketing and service marketing, segmentation and positioning, and 4Ps and 7Ps
  • Describe the dynamics of operational environment and identify key factors affecting airlines/airports strategies and operation, especially yield management and alliances, by applying tools such as SWOT analysis, Porter’s 5 Forces, and BCG Growth Matrix
  • Conduct basic marketing research by collecting, critically analysing and synthesising primary and secondary data to make an informed judgement on marketing options in an aviation business context
  • Demonstrate, within a team environment, initiatives in formulating a marketing plan that ties in with airline business operations and organising marketing campaigns and activities as appropriate to the target audience
  • Demonstrate increasing intellectual independence within a team environment and the ability to be critical and reflective, and the ability to communicate verbally and in writing the developed marketing initiatives and plans

Teaching methods


Type Hours per week Number of weeks Total (number of hours)
Face to Face Contact (Phasing out)
2.00 12 weeks 24
Face to Face Contact (Phasing out)
1.00 12 weeks 12
Unspecified Learning Activities (Phasing out)
Independent Learning
9.50 12 weeks 114


Type Task Weighting ULO's
EssayIndividual 20 - 30% 1,2,3 
ReportGroup 30 - 40% 1,2,3,4,5 
Research PresentationGroup 10 - 20% 1,2,3,5 
Tutorial ExercisesIndividual 20 - 30% 1,2,3,4,5 


As the minimum requirements of assessment to pass a unit and meet all ULOs to a minimum standard, an undergraduate student must have achieved:

an aggregate mark for the unit of 50% or more 


  • Fundamental concepts and principles in marketing
  • Corporate strategies, marketing, and developing a marketing plan
  • Analysing business environment,
    • SWOT analysis
    • Porter’s 5 forces
    • BCG Growth Matrix 
  • Consumer behaviour and doing marketing research,
  • Airlines’ segmentation of market, positioning and airlines business models,
  • Marketing mix (4ps and 7 ps for service industry), including place and ticket distribution, pricing and yield management, product development and fleet selection and operation, airport choice,  promotion and social media, and customer service
  • Airport marketing
  • Airline/Airports relationship

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.