Successful completion of an airport, airline, air transport or marketing module at SCQF Level 8 or above.

This module is designed to provide you with a thorough and current understanding of airline marketing and commercial strategies. It will examine the current airline environment and consider aspects of the marketing mix such as product design and management, pricing and revenue management, brand management, distribution channels, and selling, advertising and promotional policies. This module also considers types and methods of marketing research and information and how airlines build and manage the customer relationship throughout the customer life cycle. Furthermore, this module will facilitate, through case example and theoretical underpinning, evaluative consideration of the key strategic challenges facing aviation at the present time that may affect the future of airline marketing and management.

LO1: Evaluate the role of marketing in airline management
LO2: Critically appraise the main components of airline marketing strategy
LO3: Evaluate marketing strategies and apply them to airlines
LO4: Appraise the main marketing tactics used by airlines
LO5: Compare and evaluate the marketing mix of different types of airline