AVIATION MARKETING RESEARCH - 2023/4
Module code: MANM348
This module is designed to provide a solid comprehension of how marketing concepts can be applied to the aviation industry. It delivers an insightful and thorough understanding of the marketing mix through an aviation lens. This module encapsulates the core competencies and innovative strategies of aviation marketing. It also explores the best marketing strategies currently being employed in a hyper-competitive aviation market.
The course will be of particular value to students to apply creative and innovative marketing ideas to the aviation industry.
The following teaching methods are applied in this module: pre-readings, lectures, industry guest speakers, class exercises and discussions, real world cases.
Hospitality & Tourism Management
O'CONNELL Frankie (Hosp & Tour)
Number of Credits: 15
ECTS Credits: 7.5
Framework: FHEQ Level 7
JACs code: N853
Module cap (Maximum number of students): N/A
Overall student workload
Workshop Hours: 35
Independent Learning Hours: 115
Prerequisites / Co-requisites
Indicative content includes:
The nature, scope, and role of marketing
Aligning Airline/ Airport strategy to marketing
Product innovation – building the next generation of flight products
Leading digital marketing strategies in aviation
Social media marketing strategies targeting aviation
Brand development and enhancement
Sports sponsorship within an aviation context
Effective promotion and advertising campaigns
Passenger loyalty and the importance of Frequent Flyer Programs
Airline Revenue Management best practices
Ecommerce best practices
Airline Distribution channels
Ancillary Revenue – a game changing revenue mechanism
Airline alliances, equity partners and joint ventures
|Assessment type||Unit of assessment||Weighting|
|Coursework||INDIVIDUAL ASSIGNMENT (3000 WORDS)||100|
The assessment strategy is designed to provide students with the opportunity to demonstrate
- Understand and critically analyse various methods of marketing and branding
- Appreciate the importance of planning marketing, quality decision making and business performance
- Gain some practical knowledge on how to apply marketing and branding concepts into the commercial aviation context
- Individual research report contributes to LO1, LO2, LO3 and LO4.
Thus, the summative assessment for this module consists of:
- Individual assignment (3000 words)
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 during the sessions where the students are asked to reflect on the material being taught and report their progress and share questions with their lecturer.
- Provide a solid comprehension of how marketing concepts can be applied to the aviation industry
- Gain knowledge of the core marketing principles relating to aviation
- Obtain a thorough understanding of the marketing mix through an aviation lens
- Apply best marketing strategies to an aviation ecosystem
- Understand the foundations of leading digital marketing strategies
|001||Understand the scope and role of marketing and branding||KCP|
|002||Understand the core competencies of aviation marketing||KCPT|
|003||Discuss and evaluate innovative marketing strategies in the aviation industry||KPT|
|004||Discuss and debate disruptive concepts in aviation marketing||KPT|
C - Cognitive/analytical
K - Subject knowledge
T - Transferable skills
P - Professional/Practical skills
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, 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.
Upon accessing the reading list, please search for the module using the module code: MANM348
Programmes this module appears in
|Air Transport Management MSc||2||Compulsory||A weighted aggregate mark of 50% is required to pass the module|
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 2023/4 academic year.