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; Airport marketing; Marketing in the international aerospace industry.

Textbook(s)

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

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, MAWSON LAKES
Lecture	2 hours x 13 weeks
Tutorial	1 hours x 12 weeks
INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY
Workshop	3 hours x 10 weeks
INTERNAL, OFFSHORE, KAPLAN HIGHER EDUCATION - SINGAPORE
Workshop	3 hours x 10 weeks
EXTERNAL, MAWSON LAKES, ONLINE
External	N/A x N/A

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

Assessment

Continuous assessment, Group project, Quiz

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4C)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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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
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* 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.