Aviation Marketing

Course aim

Introduce fundamental marketing concepts and processes and apply these to the development of marketing plans for airline passenger and cargo businesses.

Course content

Marketing fundamentals; The market for air transport services; The marketing environment; Airline business and marketing strategies; Product analysis in airline marketing; Pricing and revenue management; Distributing the product; Brands management in airline marketing; Relationship marketing; Airline selling, advertising and promotional policies; The future of airline marketing.

Textbook(s)

Shaw, S. 2011, Airline Marketing and Management, 7th, Aldershot: Ashgate

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Continuous assessment. Weekly on-line Quizzes, Essay, Group project

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
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* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.