Module code: MANM561

Module Overview

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.

Module provider

Hospitality & Tourism 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

Overall student workload

Workshop Hours: 35

Independent Learning Hours: 103

Guided Learning: 11

Captured Content: 1

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative content includes:

  • The nature, scope, and role of marketing

  • Aligning Airline/ Airport strategy to marketing

  • Passenger segmentation

  • 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 pattern

Assessment type Unit of assessment Weighting

Alternative Assessment


Assessment Strategy

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.

Module aims

  • 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

Learning outcomes

Attributes Developed
001 Understand the scope and role of marketing and branding CKP
002 Understand the core competencies of aviation marketing CKPT
003 Discuss and evaluate innovative marketing strategies in the aviation industry KPT
004 Discuss and debate disruptive concepts in aviation marketing KPT

Attributes Developed

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 lectures and seminars.

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.

Reading list

Upon accessing the reading list, please search for the module using the module code: MANM561

Other information

This module adopts the university curriculum framework which aims to develop learners with strong capabilities in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability and Resourcefulness and Resilience. This module contributes to the development of the following capabilities: Global and Cultural Capabilities: The module revolves around the development and management of air transport organisations (Airport/ Airlines) from a global perspective. Students develop an understanding of the influence of environment on the industry¿s development, including international, national and cultural environments. Since students are from different countries with diverse cultural backgrounds, class discussions and seminar exercises will be used to reinforce students¿ global and cultural capabilities. Digital Capabilities: Teaching and learning materials are provided in several formats, and students are encouraged to use discussion boards for communication. Students will be provided instruction on digital literature review searches that support their development of independent learning and successful assessment preparation. Students will use the Virtual Learning Environment (VLE), SurreyLearn, video conferencing platforms such as Zoom and Microsoft Teams, and data analytics software to facilitate learning. These include accessing teaching and learning materials and engaging with their instructors and peers. Employability: Guest lecturers will be present up-to-date insight from the air transport industry on relevant topics and provide an opportunity for students to directly learn from industry experts and stakeholders. Students will gain knowledge on current developments in air travel and be taught to critically evaluate these developments. They will also learn how to develop strategies to manage these developments. All these skills can be transferred to various situations at the workplace, including problem-solving tasks. Sustainability: This module motivates students to critically evaluate the impacts of air travel/ transport industry on society, environment and economy through a case study analysis and class discussion. Students will be guided in developing recommendations for minimizing negative impacts of air travel for the society, environment and/or economy based on their knowledge of sustainable air transport/ tourism management and sustainable development. Resourcefulness and Resilience: The assessment strategy which comprises two stages; formative assessment and summative assessment. Through this strategy, this module empowers students to build self-evaluation into assessment processes and create spaces for students to reflect on their own performance whilst reviewing feedback. The structured schedule of the two-stage assessment will also support students in developing time management skills. Also, students are motivated to make informed decisions from a range of options as to which aspects of their work they would like to request feedback. The critical nature of the in-class discussion will help foster openness by encouraging students to understand and discuss contrasting perspectives.

Programmes this module appears in

Programme Semester Classification Qualifying conditions
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 2025/6 academic year.