Core Module Information
Module title: Airline Strategy and Marketing

SCQF level: 10:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: TSM10111
Module leader: Pavlos Arvanitis
School The Business School
Subject area group: Tourism and Languages
Prerequisites

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

Description of module content:

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.

Learning Outcomes for module:

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

Full Details of Teaching and Assessment
2024/5, Trimester 1, FACE-TO-FACE, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Pavlos Arvanitis
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 12 Contact Module Leader
Face To Face Tutorial 12 Contact Module Leader
Independent Learning Guided independent study 176 Contact Module Leader
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Report 50 1-3 7 HOURS= 00.00, WORDS= 2500 Contact Module Leader
Portfolio 50 4,5 13 HOURS= 00.00, WORDS= 2500 Contact Module Leader
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
TSM10111 Airline Strategy and Marketing