Marketing in Aviation

AVA80032 12.5 Credit Points Off-Campus

Duration

  • One Semester or equivalent

Contact hours

  • Nil

2020 teaching periods

Hawthorn

Higher Ed. Semester 2

Dates:
3 Aug 20 - 1 Nov 20

Results:
8 Dec 20

Last self enrolment:
16 Aug 20

Census:
31 Aug 20


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