Aviation Marketing
Duration
- One Semester or equivalent
Contact hours
- 36 Hours
On-campus unit delivery combines face-to-face and digital learning.
2024 teaching periods
Hawthorn Higher Ed. Semester 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Hong Kong/China Summer |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
Unit Learning Outcomes (ULO)
Students who successfully complete this unit will be able to:
1. 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,
2. 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 Matrix3. 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,
4. 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
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Lecture | 2 | 12 | 24 |
Face to Face Contact Tutorial | 1 | 12 | 12 |
Unspecified Learning Activities Independent Learning | 9.5 | 12 | 114 |
TOTAL | 150 hours |
Assessment
Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
Essay | Individual | 20-30% | 1,2,3 |
Tutorial activities/tasks | Individual | 20-30% | 1,2,3,4,5 |
Research presentations | Group | 10-20% | 1,2,3,5 |
Industry report | Group | 30-40% | 1,2,3,4,5 |
As the minimum requirements of assessment to pass the unit and meet all Unit Learning Outcomes to a minimum standard, a student must achieve:
• an aggregate mark for the unit of 50% or more.
Content
• Corporate strategies, marketing, and developing a marketing plan
• Analysing business environment,
o SWOT analysis
o Porter’s 5 forces
o 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
- References.