Aviation Marketing
36 Hours
One Semester or equivalent
Hawthorn
Available to incoming Study Abroad and Exchange students
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
29-July-2024
27-October-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024
Semester 2
Location
Hawthorn
Start and end dates
04-August-2025
02-November-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 |
---|---|---|---|
Essay | Individual | 20 - 30% | 1,2,3 |
Report | Group | 30 - 40% | 1,2,3,4,5 |
Research Presentation | Group | 10 - 20% | 1,2,3,5 |
Tutorial Exercises | Individual | 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.