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: Ellis Urquhart
School The Business School
Subject area group: Tourism and Languages

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
2022/3, Trimester 1, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Ellis Urquhart
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
The module learning and teaching approach is primarily a series of lectures and tutorials. Guest lecturers from industry and academia will also be invited. These will systematically build knowledge of linkages between the airline industry and the central importance of marketing to success in the global market. Lectures will cover the basic topics of the module. Tutorials will cover a variety of different activities including case studies, discussions and debates.

The first half of the lectures/tutorials examine management strategies in marketing and feed into assessment 1, whereas the second half of the lectures/tutorials examine marketing tactics and feed into assessment 2. All elements of the learning outcomes have links with employability skills as they will enable you to develop a current understanding of the airline industry and the essential nature of marketing in determining an airline's success survival. The aviation sector is a market driven industry and, in this module, you will gain both a strategic and tactical understanding of airline marketing.

LO 1, 2 and 3 require you to collate, evaluate and critically reflect on the central nature of marketing management strategy and its effects on airline success and customer service provision. LO 4 and 5 require you to consider the key marketing tactics used by airlines and compare and evaluate the way marketing mixes differ between full-service carriers and low-cost airlines. Two assessment workshops will be held during the module to assist in the preparation of their report and portfolio preparation. You will be encouraged to attend these with drafts and/or plans of their work for feedback before submitting the final work.

All lecture notes and resources will be available on Moodle along with supplementary reading and links. The variety of activities in tutorials will ensure that all types of learners will have access to activities which suit their learning style. The very subject matter of the module is international in nature and you will be encouraged to give examples from their own countries and those which they have visited or investigated. The nature of the assessments will also encourage examples and the collection of information about airlines throughout the world.

Formative Assessment:
The provision of formative feedback is a key component of the LTA approach underpinning this module. Formative feedback opportunities are built into each tutorial where you will be encouraged to engage with and reflect upon module themes via a series of different learning tasks. These provide opportunities for the module tutor to help with your understanding and interpretation of module topics. This formative feedback is delivered in class time in response to student contributions both individually and collectively. Formative feedback arises via the discussion and analysis of tutorial questions, practical examples/cases and associated reflection on a range of learning tasks.

Summative Assessment:
Assessment 1. A 2’500 word Report due in Week 7 weighted at 50% of the module grade.
Assessment 2. A 2’500 word Portfolio due in Week 13 weighted at 50% of the module grade.

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

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

Indicative References and Reading List - URL:
Contact your module leader