Marketing in Aviation
Duration
- One Semester or equivalent
Contact hours
- 150 contact hours - Online
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
2023 teaching periods
| Hawthorn Higher Ed. Semester 2 |
||
|---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
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 (ULO)
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 (ULO)
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 and content.
Teaching methods
Hawthorn
Type | Hours per week | Number of Weeks | Total |
Online Contact Online Learning Activities | 4 | 12 | 48 |
Unspecified Learning Activities Independent Learning | 8.5 | 12 | 102 |
TOTAL | 150 hours |
Assessment
| Types | Individual/Group Role | Weighting | Unit Learning Outcomes (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 |
Hurdle
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.
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
- Reading materials.
Reading materials
A list of reading materials and/or required texts will be made available in the Unit Outline.