Overview

The aim of the unit is to provide a comprehensive overview of the fundamental and important concepts, theories and principles of marketing and how they are applied to the aviation industry. The unit also develops students' foundational ability to communicate in a professional environment.

Requisites

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
04-August-2025
02-November-2025
Last self-enrolment date
17-August-2025
Census date
31-August-2025
Last withdraw without fail date
19-September-2025
Results released date
09-December-2025

Learning outcomes

Students who successfully complete this unit will be able to:

  • Discuss key marketing concepts and principles, including market demand and supply, values, product marketing, service marketing, segmentation, positioning, and the 4Ps and 7Ps of marketing
  • Describe the dynamics of the operational environment in the aviation industry, and identify key factors affecting airlines/airports strategies and operation, including yield management and alliances, using tools such as SWOT analysis, Porter’s 5 Forces, and BCG Growth Matrix
  • Apply basic marketing research skills to collect, critically analyze, and synthesize primary and secondary data, and make informed judgments on marketing options in an aviation business context based on the research conducted
  • Analyze and demonstrate the ability to formulate a marketing plan that aligns with airline business operations, and organise and evaluate marketing campaigns and activities in a team environment, considering the target audience
  • Demonstrate increasing intellectual independence within a team environment, and develop and communicate verbally and in writing the marketing initiatives and plans created, showcasing critical and reflective thinking

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Lecture		 2.00  12 weeks  24
On-campus
Class		 1.00  12 weeks  12
Unspecified Activities 
Independent Learning		 9.50  12 weeks  114
TOTAL     150

Assessment

Type Task Weighting ULO's
EssayIndividual 20 - 30% 1,2,3 
ReportGroup 30 - 40% 1,2,3,4,5 
Research PresentationGroup 10 - 20% 1,2,3,5 
Tutorial ExercisesIndividual 20 - 30% 1,2,3,4,5 

Content

  • Fundamental concepts and principles in marketing
  • Corporate strategies, marketing, and developing a marketing plan
  • Analysing business environment,
    • SWOT analysis
    • Porter’s 5 forces
    • BCG Growth Matrix 
  • Consumer behaviour and doing marketing research,
  • Airlines’ segmentation of market, positioning and airlines business models,
  • Marketing mix (4Ps and 7Ps for service industry), including place and ticket distribution, pricing and yield management, product development and fleet selection and operation, airport choice,  promotion and social media, and customer service
  • Airport marketing
  • Airline/Airports relationship

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.