Course Title: Airline Marketing
Part A: Course Overview
Course Title: Airline Marketing
Credit Points: 12.00
Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
AERO2184 |
China Airlines Ltd |
Postgraduate |
115H Aerospace, Mechanical & Manufacturing Engineering |
Face-to-Face |
Offsh 1 07, Offsh 3 07, Offsh 2 08, Offsh 3 08, Offsh 1 09 |
AERO2242 |
Air Transport Training College |
Postgraduate |
115H Aerospace, Mechanical & Manufacturing Engineering |
Distance / Correspondence |
Offsh 3 07, Offsh 2 08, Offsh 3 08 |
AERO2322 |
City Campus |
Postgraduate |
115H Aerospace, Mechanical & Manufacturing Engineering |
Distance / Correspondence |
Sem 1 2008, Sem 1 2009, Sem 2 2012 |
AERO2322 |
City Campus |
Postgraduate |
115H Aerospace, Mechanical & Manufacturing Engineering |
Distance / Correspondence or Face-to-Face |
Sem 1 2006, Sem 2 2006, Sem 2 2007, Sem 2 2008, Sem 2 2009, Sem 1 2010, Sem 2 2010, Sem 1 2012 |
AERO2322 |
City Campus |
Postgraduate |
115H Aerospace, Mechanical & Manufacturing Engineering |
Face-to-Face |
Sem 2 2011 |
AERO2322 |
City Campus |
Postgraduate |
172H School of Engineering |
Face-to-Face |
Sem 1 2019, Sem 2 2019, Sem 1 2020, Sem 1 2021 |
AERO2322 |
City Campus |
Postgraduate |
172H School of Engineering |
Face-to-Face or Internet |
Sem 1 2017 |
Course Coordinator: Iryna Heiets
Course Coordinator Phone: +61 444 508 276
Course Coordinator Email: iryna.heiets@rmit.edu.au
Course Coordinator Location: 57.03.16
Course Coordinator Availability: by email
Pre-requisite Courses and Assumed Knowledge and Capabilities
None
Course Description
The course aims to provide you with a broad understanding of the business of marketing in the airline business. It will provide a comprehensive platform from which you can apply your learning in the world of airline or aviation management both within the course and more importantly afterwards in the marketplace.
Objectives/Learning Outcomes/Capability Development
This course contributes to the following Program Learning Outcomes of the Master of Science (Aviation):
Needs, Context and Systems
- Describe, investigate and analyse complex systems and associated issues (using systems thinking and modelling techniques)
- Exposit legal, social, economic, ethical and environmental interests, values, requirements and expectations of key stakeholders
- Identify and assess risks (including OH&S) as well as the economic, social and environmental impacts of industry activities
Analysis
- Comprehend and apply advanced theory-based understanding of engineering fundamentals and specialist bodies of knowledge in the selected discipline area to predict the effect of industry activities
Professional Practice
- Understand the scope, principles, norms, accountabilities and bounds of contemporary industry practice in the specific discipline
- Communicate in a variety of different ways to collaborate with other people, including accurate listening, reading and comprehension, based on dialogue when appropriate, taking into account the knowledge, expectations, requirements, interests, terminology and language of the intended audience
- Display a personal sense of responsibility for your work
Course Learning Outcomes (CLOs)
Upon completion of this course you should be able to:
- Discuss the importance of strategic planning and the role of marketing within the broader commercial objectives of an airline.
- Outline the key elements of the marketing mix and the role they play within the commercial strategy of an airline.
- Describe the relationships between products, services and customer service and their role in achieving commercial objectives.
- Characterise the key indicators used to measure the performance of an airline’s marketing
- Develop strategic marketing recommendations for an airline in the marketplace and use these to produce a board level presentation
Overview of Learning Activities
Learning activities can include lectures, tutorials, and assignments. A learning and planning guide will be provided for self-directed study. The learning process is reinforced through problem-based learning using case studies.
Overview of Learning Resources
Learning resources to support you in this course include on-line materials, prescribed textbook and recommended references and case-study materials.
Overview of Assessment
X This course has no hurdle requirements.
☐ All hurdle requirements for this course are indicated clearly in the assessment regime that follows, against the relevant assessment task(s) and all have been approved by the College Deputy Pro Vice-Chancellor (Learning & Teaching).
Assessment tasks
Assessment Task 1: Individual Paper
Weighting: 30%
This assessment task supports CLOs: 1 - 3
Assessment Task 2: Presentation of Student Work
Weighting: 25%
This assessment task supports CLOs: 1 - 4
Assessment Task 3: Individual Analytic Report
Weighting: 30%
This assessment task supports CLOs: 4 - 5
Assessment Task 4: Quiz
Weighting: 15%
This assessment task supports CLOs: 1-5