Module title: Airline Marketing and Management

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

Module code: TSM10906
Module leader: Lindsay Cole
School The Business School
Subject area group: Tourism and Languages
Prerequisites

To study this modules you will need the learning equivalent to the modules listed or to have passed these modules: TSM09113 (The Global Airline Industry ) and/or MKT08103 (Market Research and Communications) or equivalent


Examples of equivalent learning: SCQF Level 9 covering a general understanding of airline environment and management or SCQF Level 8 covering a general understanding of basic marketing principles and concepts

2017/8, Trimester 3, FACE-TO-FACE,
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Lindsay Cole
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
This module provides a thorough and current understanding of airline marketing and commercial strategies. It examines the current airline environment and considers 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. It also considers types and methods of marketing research and how airlines build and manage the customer relationship throughout the customer lifecycle. Furthermore, through case example and theoretical underpinning, an evaluative consideration is given of the key strategic challenges facing aviation that may affect the future of airline marketing and management. The module learning and teaching platform is primarily a series of lectures and tutorials, supported by guest lecturers from industry and
academia. 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, which requires students to collate, evaluate and critically reflect on the central nature of marketing management strategy and its affects on airline success and customer service provision. The second half of the lectures/tutorials examine marketing tactics and feed into assessment 2, which requires students 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.

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

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


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 1-3 9 HOURS= 0, WORDS= 2500
Portfolio 50 4-5 13 HOURS= 0, WORDS= 2500
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100
2018/9, Trimester 2, Face-to-Face,
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Lindsay Cole
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
This module provides a thorough and current understanding of airline marketing and commercial strategies. It examines the current airline environment and considers 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. It also considers types and methods of marketing research and how airlines build and manage the customer relationship throughout the customer lifecycle. Furthermore, through case example and theoretical underpinning, an evaluative consideration is given of the key strategic challenges facing aviation that may affect the future of airline marketing and management. The module learning and teaching platform is primarily a series of lectures and tutorials, supported by guest lecturers from industry and academia. 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, which requires students to collate, evaluate and critically reflect on the central nature of marketing management strategy and its affects on airline success and customer service provision. The second half of the lectures/tutorials examine marketing tactics and feed into assessment 2, which requires students 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.

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

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


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 1-3 9 HOURS= 0, WORDS= 2500
Portfolio 50 4-5 13 HOURS= 0, WORDS= 2500
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Description of module content:

• The airline marketing environment (PESTEL factors)
• Business and marketing strategy development
• Marketing information and research
• Airline alliances and partnership strategies
• Relationship management (customer acquisition and retention marketing)
• Product management and brand positioning
• Pricing and revenue management
• Selling, advertising and promotional policies
• Current and future distribution channels

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

Indicative References and Reading List - URL:

Core - SHAW, S. (2012) AIRLINE MARKETING AND MANAGEMENT: ASHGATE, 7th ed. - ISBN: 9781409486688
Recommended - TANEJA, N. (2011) THE PASSENGER HAS GONE DIGITAL AND MOBILE: ASHGATE, 1st ed. - ISBN: 9781409435037
Recommended - GROSS, S. AND LUCK, M. (2013) THE LOW COST CARRIER WORLDWIDE: ASHGATE, 1st ed. - ISBN: 978147200222
Recommended - FORSYTH, GILLEN, HUSCHELRATH, NIEEIER AND WOLF (2013) LIBERALIZATION IN AVIATION: ASHGATE, 1st ed. - ISBN: 9781472401281
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