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 - 2026
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 Reflections
Seeking mid-term student feedback
The mid-term in-class student survey should continue to facilitate timely improvements to the student learning experience.
- 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.
j.la@cqu.edu.au
Module/Topic
Unit introduction/ Key concepts and principles of marketing
Chapter
Events and Submissions/Topic
Module/Topic
Key players in the aviation industry and their marketing strategies
Chapter
Events and Submissions/Topic
Module/Topic
The marketing plan
Chapter
Events and Submissions/Topic
Module/Topic
Example of marketing plans in the aviation industry
Chapter
Events and Submissions/Topic
Module/Topic
Market research and analysis in the aviation industry
Chapter
Events and Submissions/Topic
Online quiz 1 (15%weighting). Will open on Week 5 Monday and close Week 5 Sunday. Will cover content from Lecture 1- 4.
Module/Topic
Product and service development in the aviation industry
Chapter
Events and Submissions/Topic
Module/Topic
Term Break
Chapter
Events and Submissions/Topic
Module/Topic
Price strategies in the aviation industry
Chapter
Events and Submissions/Topic
Module/Topic
Promotion and advertising in the aviation industry
Chapter
Events and Submissions/Topic
Assessment 2 (30% weighting) due on Friday
CASE STUDY Due: Week 8 Friday (8 May 2026) 11:59 pm AEST
Module/Topic
Distribution channels in the aviation industry
Chapter
Events and Submissions/Topic
Online quiz 2 (15%weighting). Will open on Week 9 Monday and close on Week 9 Sunday. Will cover content from Lecture 5- 8.
Module/Topic
International marketing in the aviation industry
Chapter
Events and Submissions/Topic
Assessment 3 (40% weighting) due on Wednesday
Group Project Due: Week 10 Wednesday (20 May 2026) 11:59 pm AEST
Module/Topic
Customer relationship management in the aviation industry
Chapter
Events and Submissions/Topic
Module/Topic
Challenges and opportunities in the aviation industry
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/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.
Quiz 1: Covers information given in lectures 1, 2, 3 and 4
Opens: Week 5 Monday at 00:00
Closes: Week 5 Sunday at 23:59
Quiz 2: Covers information given in lectures 5, 6, 7 and 8
Opens: Week 9 Monday at 00:00
Closes: Week 9 Sunday at 23:59
You must not use Al at any point during the assessment. You must demonstrate your core skills and knowledge.
This assessment is exempted from the 72-hour submission grace period and must be completed by the stated submission date/time.
2
Other
Week 5 and Week 9
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 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 completing a 3-minute pitch (submitted in a pre-recorded format).
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: Product development: Why do airlines invest in multi-ticket products, and how do these products benefit airlines?
Topic 3: Critically assess the importance of airline price discrimination.
The 3-minute pitch must be recorded and submitted via Moodle. A one-page slide should be used to support your presentation, and your camera should be turned on during the recording.
The slide should include no more than 6 to 9 dot points, each consisting of a single grammatically correct sentence of no more than 13 words. No images or graphics on the slide.
You do not need to submit the slide itself; however, a separate reference list must be submitted along with your recording.
You may use Al for planning, idea development, and research. Your final submission should show how you have developed and refined these ideas.
This assessment is exempted from the 72-hour submission grace period and must be completed by the stated submission date/time.
Week 8 Friday (8 May 2026) 11:59 pm AEST
Upload into Moodle
Online
The case study is an individual assessment and will be marked out of 30 points as indicated in the marking matrix.
- 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 in PDF.
If you use any AI tools (incl. Grammarly to polish your content), please ensure you submit a copy of your original draft prior to using these tools along with your final version of assessment.
You may use Al for planning, idea development, and research. Your final submission should show how you have developed and refined these ideas.
Part B: Group Presentation
Time limit: Maximum 15 minutes Course Value: 15%
Presentation Task: Based on Task A, group will be responsible for a 15 minutes pre-recorded presentation that highlights your group report and convinces the audiences that your marketing proposal is practicable, originality, complete and beneficial. All group members are expected to contribute equally, with slides used to support the presentation. Points will be deducted for directly reading from your report or slides. Individual points will also be lost if a group member does not participate in the presentation. One group one recording file.
You may use Al for planning, idea development, and research. Your final submission should show how you have developed and refined these ideas.
This task is exempted from the 72-hour submission grace period and must be completed by the stated submission date/time.
Part C: Teamwork
Course Value: 5%
Team work Task: Peer evaluation where every member in a team will evaluate her/ his peers in the same team. The Individual Teammate Evaluation should be submitted through Moodle.
You may use Al for planning, idea development, and research. Your final submission should show how you have developed and refined these ideas.
This task is exempted from the 72-hour submission grace period and must be completed by the stated submission date/time.
Week 10 Wednesday (20 May 2026) 11:59 pm AEST
All tasks should be uploaded to Moodle.
Online
This assessment will be marked out of 40 Marks as follows:
A. Report (20 Marks)
B. Presentation (15 Marks)
C. Team Work (5 Marks)
Templet must be used in Task C.
- 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?
