Marketing in Aviation
Duration
- One Semester or equivalent
Contact hours
- Nil
2020 teaching periods
Hawthorn
| Higher Ed. Semester 2 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Aims and objectives
At the conclusion of this unit, students should have a good understanding of the way in which Marketing affects Air Transportation. Additionally, students should gain sufficient insights into wider business issues relating to this highly regulated and complex industry, including yield management and alliances.
Unit Learning Outcomes
Students who successfully complete this unit will be able to:
1. Outline the concepts involved in the discipline of Marketing
2. Identify and describe various market research techniques
3. Develop a marketing structure for an airline and an airport
4. Describe the role of selling and promotion in air transport marketing
5. Identify key strategies which have a marketing impact; especially yield management and alliances
6. Describe how marketing practices tie in with airline business operations
7. Demonstrate through individual written communications specialised knowledge with regard to marketing concepts and practices in the air transport industry
Unit Learning Outcomes
Students who successfully complete this unit will be able to:
1. Outline the concepts involved in the discipline of Marketing
2. Identify and describe various market research techniques
3. Develop a marketing structure for an airline and an airport
4. Describe the role of selling and promotion in air transport marketing
5. Identify key strategies which have a marketing impact; especially yield management and alliances
6. Describe how marketing practices tie in with airline business operations
7. Demonstrate through individual written communications specialised knowledge with regard to marketing concepts and practices in the air transport industry
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
*Scheduled face to face: N/A
*Scheduled synchronous online Learning events: N/A
Non-scheduled online learning events and activities: 48 hours
Other non-scheduled learning events and activities including independent study: approx. 102 hours
*Scheduled synchronous online Learning events: N/A
Non-scheduled online learning events and activities: 48 hours
Other non-scheduled learning events and activities including independent study: approx. 102 hours
Assessment
| Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
| Assignment 1 | Individual | 25% | 1,2,3,4,7 |
| Assignment 2 | Individual | 35% | 1,3,5,6,7 |
| Assignment 3 | Individual | 40% | 1,2,5,6,7 |
Minimum requirements to pass this Unit
As the minimum requirements of assessment to pass a unit and meet all Unit Learning Outcomes to a minimum standard, a student must achieve:
(i) an aggregate mark of 50% or more, and
(ii) must complete all assignments.
Students who do not successfully achieve hurdle requirement (ii) in full, will receive a maximum of 44% as the total mark for the unit and will not be eligible for a conceded pass.
As the minimum requirements of assessment to pass a unit and meet all Unit Learning Outcomes to a minimum standard, a student must achieve:
(i) an aggregate mark of 50% or more, and
(ii) must complete all assignments.
Students who do not successfully achieve hurdle requirement (ii) in full, will receive a maximum of 44% as the total mark for the unit and will not be eligible for a conceded pass.
General skills outcomes
You will be provided with feedback on your progress in attaining the following generic skills:
• analysis skills,
• problem solving skills,
• communications skills,
• ability to tackle unfamiliar problems, and
• ability to work independently
• analysis skills,
• problem solving skills,
• communications skills,
• ability to tackle unfamiliar problems, and
• ability to work independently
Content
• Introduction to Marketing
• Marketing research
• Advertising and promotion
• Marketing related strategies
• Creating a marketing organisation
• Marketing research
• Advertising and promotion
• Marketing related strategies
• Creating a marketing organisation
Study resources
- References.
References
A list of reading materials and/or required texts will be made available in the Unit Outline.