Modules

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 Intercultural Business Communication
Prerequisites

Requisites: AND Pre-requisite: Successful completion of an airport, airline, air transport or marketing module at SCQF Level 8 or above. AND
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:

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.
Full Details of Teaching and Assessment
2025/6, Trimester 1, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner:
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 Tutorial 12 The tutorial enables you to apply the knowledge gained during the lectures over given examples and case studies, develop work related to the assessments and build on your learning.
Online Guided independent study 176 Guided independent study allows you to scaffold on your learning by reading, studying and researching on the topics covered in both lectures and tutorials.
Face To Face Lecture 12 The Lectures cover elements of Strategy and Marketing with content appropriate for that level of study. The contents of the lectures will align with the learning outcomes and prepare you for the tutorials.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Oral Presentation 40 1~2~3 Week 7 HOURS= 10 minutes This is a short presentation in which you need to present the marketing strategy of an airline of your choice. The short duration suggests that you should be concise and precise.
Portfolio 60 3~4 Week 13 , WORDS= 2500 Your portfolio requires you to critically assess the marketing strategy currently in place in your chosen airline and provide recommendations for future strategic development against competition.
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

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

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