Marketing in Aviation
Overview
This unit explores the role and impact of marketing within the air transport industry. Students examine core marketing concepts and theories, evaluate market research techniques, and analyse how advertising, promotion, public relations and sponsorship combine to create marketing campaigns. The unit also considers airline and airport marketing strategies (e.g., including alliances, loyalty programs, yield management and pricing) alongside air cargo marketing and the consumer and legal context in which marketing operates.
Requisites
01-November-2026
31-October-2027
Unit learning outcomes
Students who successfully complete this unit will be able to:
- Critically examine the core concepts and theories underpinning the discipline of marketing
- Evaluate the suitability of various market research techniques
- Design a marketing structure for an airline and/or an airport
- Analyse the role of selling and promotion in air transport marketing
- Evaluate key strategies that influence marketing, particularly yield management and alliances
- Analyse how marketing practices integrate with airline business operations
- Communicate specialised knowledge of marketing concepts and practices in the air transport industry through individual written communication
Teaching methods
All Applicable Locations
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning |
3.00 | 12 weeks | 36 |
| Live Online Class |
1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning |
8.50 | 12 weeks | 102 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment 1 | Individual | 25% | 1,2,4,7 |
| Assignment 2 | Individual | 35% | 1,3,5,6,7 |
| Assignment 3 | Individual | 40% | 1,2,5,6,7 |
Hurdle
To pass this unit and meet all Unit Learning Outcomes to a minimum standard, a student must:
(i) complete all assignments; and
(ii) achieve an aggregate mark of 50% or higher.
Students who do not meet hurdle requirements will receive a maximum of 45% for the unit.
Content
- Introduction to marketing
- Market research
- Advertising
- Selling and promotion
- Public relations and non-paid media
- Sponsorship
- Creating a marketing campaign
- Airline strategies and marketing
- Alliances, loyalty programs and marketing
- Yield management, pricing and marketing
- Marketing: the consumer and the law
- Air cargo and airport marketing
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.