Course Title: Airline Marketing

Part A: Course Overview

Course Title: Airline Marketing

Credit Points: 12.00


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 or Internet

Sem 1 2017

Course Coordinator: Dr Glenn Baxter

Course Coordinator Phone: +61 3 9925 8349

Course Coordinator Email: glenn.baxter@rmit.edu.au


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:

  1. Discuss the importance of strategic planning and the role of marketing within the broader commercial objectives of an airline.
  2. Outline the key elements of the marketing mix and the role they play within the commercial strategy of an airline.
  3. Describe the relationships between products, services and customer service and their role in achieving commercial objectives.
  4. Characterise the key indicators used to measure the performance of an airline’s marketing
  5. Develop strategic marketing recommendations for an airline in the marketplace and use these to produce a board level presentation


Overview of Learning Activities

The learning activities in this course include lectures and group discussion, projects and student presentations, directed research and self-directed learning


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: Individual Analytic Report

Weighting: 50%

This assessment task supports CLOs: 4 - 5

 

Assessment Task 3: Individual Reflective Paper

Weighting: 20%

This assessment task supports CLOs: 1 - 3