Requisites: AND Pre-requisite: Successful completion of an airport, airline, air transport or marketing module at SCQF Level 8 or above. AND AND Pre-requisite: [Module TSM09130] Air Transport Operations AND Pre-requisite: [Module TSM09113] Global Airline Industry

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.

Upon completion of this module you will be able to

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.