AVIATION MARKETING RESEARCH - 2020/1

Module Overview

This module aims to provide students with both theoretical and practical understanding of how marketing research is designed, conducted and assessed. More specifically, this module offers the relevant framework for making the right decisions involved in marketing research in the air transport industry. The module is organized around the stages of a marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation). Additionally, selected applied marketing research topics are covered in the module (e.g. brand research, customer satisfaction research and so forth.)

The course will be of particular value to students planning careers in air transport marketing research and marketing consulting. The course is designed for students with some background in basic marketing concepts.

Addressing different learning styles, the following teaching methods are applied in this course: Pre-readings, Lectures, Class Exercises, Class Discussions, Real World Cases, Individual Assignment, Exam.

Module provider

Hospitality, Tourism & Events Management

Module Leader

O'CONNELL Frankie (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

None

Module content

Indicative content includes:

• The nature, scope and role of marketing research


• Marketing research process


• Using and evaluating various research types


• Using and evaluating various research methods


• Sampling frames and sampling methods


• Questionnaire design


• Experimental designs


• Consumer behaviour research


• Customer satisfaction & loyalty research


• Advertising & brand research


• Product (innovation) research


• Online & mobile research

Assessment pattern

Alternative Assessment

Not applicable

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate

• Understand and critically analyse various methods of marketing research,


• Appreciate the importance of planning marketing research, decision quality and business performance, and


• Gain some practical knowledge on how to design aviation marketing research projects.


• Individual research report contributes to LO2 and LO3. Individual exam contributes to LO1-LO4.

Thus, the summative assessment for this module consists of: 

• Individual report (2000 words)


• Individual, closed-book exam (2 hours) 

A feedback sheet for each group report will be developed and applied in the marking process. The feedback sheet details the key criteria used, associated meanings, and mark allocation. 

Formative assessment and feedback

Formative assessment will be conducted in seminars where the students are asked to report their progress and share issues with the seminar tutor. Pre-exam feedback will be provided in form of examinable topics to facilitate students’ preparation for exam.

Module aims

• Gain knowledge of critical facets of marketing research theory and practice
• Understand the need for managerial specialisms and the corresponding responsibilities of marketing research;
• Obtain systematic knowledge of sequential stages of marketing research;
• Understand the nature and techniques of aviation marketing research and typical approaches
• Draw up a research proposal, apply research techniques in marketing practice

Learning outcomes

Methods of Teaching / Learning

The learning and teaching methods include:

The core delivery method involves a combination of 2-hour lecture and 1-hour seminar.

Lectures will be held to introduce and discuss the module content.

Seminars will be held to apply these methods covered in lectures, and will be partially allocated to support students’ preparation for coursework and exam.

Q&A forums will be set up to facilitate the discussion of various topics (e.g. Individual Report, Exam, Discussions, Cases).

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM348

Programmes this module appears in

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2020/1 academic year.