Future Students - Courses

Aviation Marketing

Unit Code: HES1925

Duration	Contact Hours	Campus	Prerequisite	Corequisite
1 semester	48 hours	Hawthorn	Nil	Nil

Duration

Contact Hours

Campus

Prerequisite

Corequisite

1 semester

48 hours

Hawthorn

Nil

Credit Points: 12.5 Credit Points

Related Course/s:

A unit of study in

Bachelor of Aviation (Management)

Bachelor of Aviation (Management)/ Bachelor of Commerce

Bachelor of Aviation

Bachelor of Aviation/ Bachelor of Commerce

Aims & Objectives:

To introduce to aviation and aviation management undergraduate students the fundamental theories, principles, concepts, and practices of marketing strategies and activities in the aviation industry. The delivery of the unit matter will enable the students to develop a sound and thorough understanding of how the fundamental marketing theories are applied to the air transport industry. The aim of the unit is to equip the students with the basic skills of marketing, so as to facilitate to enhance their employability and further their personal development.

Upon the successful completion of the unit, students will be able to:

Discuss the key theories, concepts and principles of marketing and marketing strategies
Discuss how these theories and principles are applied to and practiced by the air transport industry
Analyse the dynamics of the environment within which air transport industry is operating and discuss how this affects
the marketing initiatives and activities of the industry
Formulate marketing plans and strategies, and discuss the implementation plans
Demonstrate their initiatives in organising marketing campaigns by applying the theories and principles

Teaching Methods:

4 hours per week
Classroom based with online Blackboard support

Assessment:

Group presentation (worth 15-25%)
Individual assignment (up to 2000 words) (worth 25-35%)
Examination (2 hours) (worth 50%)

Generic Skills Outcomes:

Teamwork skills
Problem solving skills
Communications skills
Ability to tackle unfamiliar problems
Ability to work independently.

Content:

Service marketing for the airline and airport industry
Generic marketing principles and their application to airlines and airports
Consumers/customers, their needs, their behaviour and decision-making
Market segmentation and positioning
How to develop a marketing plan
Airline business models and their adoption of different marketing strategies
Marketing tools and techniques and how they are applied to aviation industry
E commerce and airlines/aviation marketing
Airport marketing
Relationship of airlines and airports

Reading Materials:

Kotler P., Principles of marketing, (2006), 3rd edition, Prentice Hall, Frenchs Forest, NSW, Australia

Shaw S., (2011), Airlines marketing and management, (6 edition), Ashgate Publishing, Burlington, UK

Jarach D., (2005), Airport Marketing: Strategies to cope with the new millennium environment, Ashgate Publishing,
Burlington, UK

Hooley G. J., Piercy N., Nicolaud B., (2008), Marketing strategies and competitive positioning, 4th Edition, FT Prentie
Hall, New York, USA
West D. C., Ford J. B, (2010), Strategic marketing:creativing competitive advantage, Oxford University Press, Oxford

Textbooks:

Nil

References:

Nil