Module title: Airline Strategy & Marketing

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

Module code: TSM10910
Module leader: Shuna Marr
School The Business School
Subject area group: Tourism and Languages
Prerequisites

There are no pre-requisites for this module to be added

2018/9, Trimester 1, 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: Shuna Marr
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Teaching and Learning Strategies: The module learning and teaching platform 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.

Embedding of employability/PDP/scholarship skills: All elements of the learning outcomes have links with employability skills as they will enable students 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, students will gain both a strategic and tactical understanding of airline marketing.
LO 1, 2 and 3 require 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.
LO 4 and 5 require 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.
Both the report covering LO1, 2 and 3 and the portfolio covering LO 4 and 5 will enhance written academic skills and require students to demonstrate analytical and evaluative skills. They will also gain report writing skills, which are useful in industry.

Assessment: Two assessment workshops will be held during the module to assist students in the preparation of their report and portfolio preparation. Students will be encouraged to attend these with drafts and/or plans of their work for feedback before submitting the final work.

Supporting equality and diversity: All lecture notes will be available on WebCT. The variety of activites in tutorials will ensure that all types of learners will have access to activites which suit their learning style. The lecturer will give additional support to any student requiring it.

Internationalisation: the very subject matter of the module is international in nature and students 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 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 Tutorial 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 1,2,3 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:

Please contact your Module Leader for details
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