Part A: Course Overview

Course Title: Airline Marketing

Credit Points: 12.00

Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
AERO2184	China Airlines Ltd	Postgraduate	115H Aerospace, Mechanical & Manufacturing Engineering	Face-to-Face	Offsh 1 07, Offsh 3 07, Offsh 2 08, Offsh 3 08, Offsh 1 09
AERO2242	Air Transport Training College	Postgraduate	115H Aerospace, Mechanical & Manufacturing Engineering	Distance / Correspondence	Offsh 3 07, Offsh 2 08, Offsh 3 08
AERO2322	City Campus	Postgraduate	115H Aerospace, Mechanical & Manufacturing Engineering	Distance / Correspondence	Sem 1 2008, Sem 1 2009, Sem 2 2012
AERO2322	City Campus	Postgraduate	115H Aerospace, Mechanical & Manufacturing Engineering	Distance / Correspondence or Face-to-Face	Sem 1 2006, Sem 2 2006, Sem 2 2007, Sem 2 2008, Sem 2 2009, Sem 1 2010, Sem 2 2010, Sem 1 2012
AERO2322	City Campus	Postgraduate	115H Aerospace, Mechanical & Manufacturing Engineering	Face-to-Face	Sem 2 2011
AERO2322	City Campus	Postgraduate	172H School of Engineering	Face-to-Face	Sem 1 2019, Sem 2 2019, Sem 1 2020, Sem 1 2021, Sem 1 2023, Sem 1 2025
AERO2322	City Campus	Postgraduate	172H School of Engineering	Face-to-Face or Internet	Sem 1 2017

Course Coordinator: Iryna Heiets

Course Coordinator Phone: +61 444 508 276

Course Coordinator Email: iryna.heiets@rmit.edu.au

Course Coordinator Location: 57.03.16

Course Coordinator Availability: by email

Pre-requisite Courses and Assumed Knowledge and Capabilities

None

Course Description

The course aims to provide you with a broad understanding of the business of marketing in the airline business. It will provide a comprehensive platform from which you can apply your learning in the world of airline or aviation management both within the course and more importantly afterwards in the marketplace.

Objectives/Learning Outcomes/Capability Development

This course contributes to the following Program Learning Outcomes of the Master of Science (Aviation) for students who commenced their program prior to 2023:

Needs, Context and Systems

• Describe, investigate and analyse complex systems and associated issues (using systems thinking and modelling techniques)
• Exposit legal, social, economic, ethical and environmental interests, values, requirements and expectations of key stakeholders
• Identify and assess risks (including OH&S) as well as the economic, social and environmental impacts of industry activities

Analysis

• Comprehend and apply advanced theory-based understanding of engineering fundamentals and specialist bodies of knowledge in the selected discipline area to predict the effect of industry activities

Professional Practice

• Understand the scope, principles, norms, accountabilities and bounds of contemporary industry practice in the specific discipline
• Communicate in a variety of different ways to collaborate with other people, including accurate listening, reading and comprehension, based on dialogue when appropriate, taking into account the knowledge, expectations, requirements, interests, terminology and language of the intended audience
• Display a personal sense of responsibility for your work

This course contributes to the following Program Learning Outcomes of the Master of Science (Aviation) for students who commenced their program in 2023:

• PLO1: Demonstrate an in-depth understanding and knowledge of fundamental engineering and scientific theories, principles and concepts and apply advanced technical knowledge in specialist domain of engineering. 
• PLO2: Utilise mathematics and engineering fundamentals, software, tools and techniques to design engineering systems for complex engineering challenges.    
• PLO3: Apply engineering research principles, methods and contemporary technologies and practices to plan and execute projects taking into account ethical, environmental and global impacts.     
• PLO4: Apply systematic problem solving, design methods and information and project management to propose and implement creative and sustainable solutions with intellectual independence and cultural sensitivity. 
• PLO5: Communicate respectfully and effectively with diverse audiences, employing a range of communication methods, practising professional and ethical conduct.
• PLO6: Develop and demonstrate the capacity for autonomy, agility and reflection of own learning, career and professional development and conduct.  

Upon completion of this course you should be able to:

1. Discuss the importance of strategic planning and the role of marketing within the broader commercial objectives of an airline.
2. Outline the key elements of the marketing mix and the role they play within the commercial strategy of an airline.
3. Describe the relationships between products, services and customer service and their role in achieving commercial objectives.
4. Characterise the key indicators used to measure the performance of an airline’s marketing.
5. Develop strategic marketing recommendations for an airline in the marketplace and use these to produce a board level presentation.

Overview of Learning Activities

Learning activities can include pre-recorded lectures, tutorials, and assignments. A learning and planning guide will be provided for self-directed study. The learning process is reinforced through problem-based learning using case studies. 

Overview of Learning Resources

Learning resources to support you in this course include on-line materials, prescribed textbook and recommended references and case-study materials.

Overview of Assessment

This course has no hurdle requirements.

Assessment tasks
 

Assessment Task 1: Individual Paper
Weighting: 30%
This assessment task supports CLOs: 1 - 3

Assessment Task 2: Presentation of Student Work
Weighting: 25%
This assessment task supports CLOs: 1 - 4

Assessment Task 3: Individual Analytic Report 
Weighting: 30%
This assessment task supports CLOs: 4 - 5

Assessment Task 4: Quiz
Weighting: 15%
This assessment task supports CLOs: 1-5