Overview
Aviation Marketing will explore the highly specific marketing associated with the aviation industry. This unit will introduce you to a comprehensive overview of the fundamental and important concepts, theories and principles of marketing and how they are applied to the aviation industry. You will gain insights into advanced-level aviation business knowledge in the areas of marketing channels, sales management, advertising, research, consumer behaviour, communications, yield management and alliances. This unit will equip aviation professionals with specific marketing knowledge required to accomplish an organisation's goals in new and creative ways.
Details
Pre-requisites or Co-requisites
Pre-requisites: AVAT11013 Introduction to Aviation or AVAT11002 Basic Aeronautical Knowledge and AVAT11008 Introduction to Aviation Management.
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 1 - 2024
Attendance Requirements
All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of 'pass' in order to pass the unit. If any 'pass/fail' tasks are shown in the table above they must also be completed successfully ('pass' grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the 'assessment task' section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University's Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure - Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure - International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback - Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from UC
Student engagement was low.
Encourage students to attend lectures and participate actively.
- Discuss key concepts and principles of marketing such as marketing mix, segmentation and positioning, market research plans, and marketing strategy
- Apply key concepts and principles of marketing knowledge and awareness in the aviation business context
- Conduct basic market research to make an informed judgement on marketing options in an aviation business context
- Work autonomously and in teams to formulate marketing plans and reports in an aviation context.
N/A
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Online Quiz(zes) - 30% | ||||
| 2 - Case Study - 30% | ||||
| 3 - Group Work - 40% | ||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Communication | ||||
| 2 - Problem Solving | ||||
| 3 - Critical Thinking | ||||
| 4 - Information Literacy | ||||
| 5 - Team Work | ||||
| 6 - Information Technology Competence | ||||
| 7 - Cross Cultural Competence | ||||
| 8 - Ethical practice | ||||
| 9 - Social Innovation | ||||
| 10 - First Nations Knowledges | ||||
| 11 - Aboriginal and Torres Strait Islander Cultures | ||||
Textbooks
There are no required textbooks.
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)
For further information, see the Assessment Tasks.
w.tseng@cqu.edu.au
d.parsons@cqu.edu.au
Week 1
Begin Date: 04 Mar 2024Module/Topic
Course Introduction
Chapter
Events and Submissions/Topic
Week 2
Begin Date: 11 Mar 2024Module/Topic
Marketing Fundamental and The Marketing for Air Transport Service
Chapter
Events and Submissions/Topic
Week 3
Begin Date: 18 Mar 2024Module/Topic
The Marketing Environment
Chapter
Events and Submissions/Topic
Week 4
Begin Date: 25 Mar 2024Module/Topic
Airline Business and Marketing Strategies
Chapter
Events and Submissions/Topic
Online quiz 1 (15%weighting). Will open on 25 March and close 5 April. Will include information from Lecture 1- 4.
Week 5
Begin Date: 01 Apr 2024Module/Topic
Product Analysis in Airline Marketing
Chapter
Events and Submissions/Topic
Vacation Week
Begin Date: 08 Apr 2024Module/Topic
Term Break
Chapter
Events and Submissions/Topic
Week 6
Begin Date: 15 Apr 2024Module/Topic
Pricing and Revenue Management
Chapter
Events and Submissions/Topic
Week 7
Begin Date: 22 Apr 2024Module/Topic
Distributing the Product
Chapter
Events and Submissions/Topic
Week 8
Begin Date: 29 Apr 2024Module/Topic
Brand Management in Airline Marketing/ Relationship Marketing
Chapter
Events and Submissions/Topic
Online quiz 2 (15%weighting). Will open on 29 April and close 10 May. Will include information from Lecture 5- 8.
Week 9
Begin Date: 06 May 2024Module/Topic
Airline Selling, Advertising and Promotional Policies
Chapter
Events and Submissions/Topic
Week 10
Begin Date: 13 May 2024Module/Topic
The Market for Airport Services
Chapter
Events and Submissions/Topic
Assessment 2. Case Study. Due 17/05/24 at 5.00pm (30% weighting)
CASE STUDY Due: Week 10 Friday (17 May 2024) 5:00 pm AEST
Week 11
Begin Date: 20 May 2024Module/Topic
Marketing in the International Aerospace Industry
Chapter
Events and Submissions/Topic
Week 12
Begin Date: 27 May 2024Module/Topic
Unit Review
Chapter
Events and Submissions/Topic
Assessment 3 group work due 31/5/24 at 5.00pm.
Group Project Due: Week 12 Monday (27 May 2024) 5:00 pm AEST
Review/Exam Week
Begin Date: 03 Jun 2024Module/Topic
Chapter
Events and Submissions/Topic
Exam Week
Begin Date: 10 Jun 2024Module/Topic
Chapter
Events and Submissions/Topic
1 Online Quiz(zes)
Two open-book online quizzes designed to assess your skills in locating, reviewing, and applying information from lectures and relevant online sources. Each quiz consists of 15 multiple-choice questions. You have 30 minutes to complete each quiz.
Each quiz will be open on Monday at 9.00am and will close on the following Friday at 5.00pm. There will be a link to each quiz in Moodle.
2
Other
online in Moodle
Mark given as soon as quiz is sat
The two online quizzes comprise the formative assessment to ensure the subject material is being understood. Each quiz has 15 multiple choice questions worth 15% of grade. It is accessed on the Moodle site under Assessments. The total mark from both quizzes is 30% of grade.
- Discuss key concepts and principles of marketing such as marketing mix, segmentation and positioning, market research plans, and marketing strategy
- Apply key concepts and principles of marketing knowledge and awareness in the aviation business context
2 Case Study
Task: Students are responsible for selecting one of the following topics and submitting a written document (500 words)
Topic 1: What kind of marketing strategy has been applied in QANTAS’ non-stop flights from London to Perth? Is this marketing strategy successful and Why?
Topic 2: The Product Life Cycle: What is the life cycle stage of A380? What should Airbus do?
Topic 3: Critically assess the importance of airline price discrimination.
Topic 4: Discuss the advantages and disadvantages of Bonza’s distribution policy.
Topic 5: Please apply AIDA method and discuss your sale plan for Virgin Australia's "Middle Seat Lottery". What can you do to get attention? What should you show? What can you offer? What should you make to push customer action?
Week 10 Friday (17 May 2024) 5:00 pm AEST
Upload into Moodle
Week 12 Friday (31 May 2024)
Online
The case study will be marked out of 30 points as follows:
1. Discussion & Analysis (15 marks)
2. Specifications (10 marks)
3. Professional Standards (5 marks)
- Discuss key concepts and principles of marketing such as marketing mix, segmentation and positioning, market research plans, and marketing strategy
- Conduct basic market research to make an informed judgement on marketing options in an aviation business context
- Work autonomously and in teams to formulate marketing plans and reports in an aviation context.
3 Group Work
Part A: Group Report
Word Count: 3,000 words (+/- 10%) Course Value: 20%
Report Task: Group will be responsible for submitting a co-written document (3,000 words) that describes a marketing plan to related product/ service of your chosen area (Airline/ Airport/ Aerospace). The marketing proposal should be practicable, originality, complete and beneficial. Students will have to take care to edit the final document to ensure that it has consistent voice, grammar, and writing style. The report should be submitted through Moodle.
Part B: Group Presentation
Time limit: Maximum 15 minutes Course Value: 15%
Presentation Task: Group will be responsible for a 15 minutes in-class presentation that highlights your group report and convinces the audiences that your marketing proposal is practicable, originality, complete and beneficial.
Part C: Team work
Course Value: 5%
Team work Task: Peer evaluation where every member in a team will evaluate his peers in the same team. The Individual Teammate Evaluation should be submitted through Moodle.
Week 12 Monday (27 May 2024) 5:00 pm AEST
TBA
Exam Week Monday (10 June 2024)
Online
This assessment will be marked out of 40 Marks as follows:
A. Report (20 Marks)
a) Discussion & Analysis
b) Specifications
c) Professional Standards
B. Presentation (15 Marks)
a) Organizing
b) Coherence
c) Structure
d) Format
e) Quality of Contents
C. Team Work (5 Marks)
a) Contributions
b) Problem-solving
c) Attitude
d) Focus on the task
e) Working with others
- Apply key concepts and principles of marketing knowledge and awareness in the aviation business context
- Conduct basic market research to make an informed judgement on marketing options in an aviation business context
- Work autonomously and in teams to formulate marketing plans and reports in an aviation context.
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
