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 - 2023
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.
- 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 - Aboriginal and Torres Strait Islander Cultures | ||||
Textbooks
There are no required textbooks.
Additional Textbook Information
All readings can be found online through the CQUni Library website.
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft Teams
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.
m.malouf@cqu.edu.au
d.parsons@cqu.edu.au
Module/Topic
Chapter
-Fundamentals of Airline Marketing, By Scott Ambrose, Blaise Waguespack.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/rpphdm/alma991001882035703441
Events and Submissions/Topic
Module/Topic
Chapter
Lecture notes
Events and Submissions/Topic
On-line quiz 1 (15% weighting) Will open on 15th March and close 22nd March
Will include information from Lecture 1 and 2
Module/Topic
Chapter
-Fundamentals of Airline Marketing, By Scott Ambrose, Blaise Waguespack.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/rpphdm/alma991001882035703441
Events and Submissions/Topic
Module/Topic
Chapter
-Airline marketing and management, 7th edition, by Stephen Shaw.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/rpphdm/alma991001942074103441
Events and Submissions/Topic
Online quiz 2 (15%weighting). Will open on 29 March and close 5 April
Will include information from Lecture 3 and 4
Module/Topic
Chapter
-Airline marketing and management, 7th edition, by Stephen Shaw.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/rpphdm/alma991001942074103441
-Airport marketing, 2nd Edition, By Nigel Halpern, Anne Graham.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/a7uumo/alma991001910388203441
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Lecture notes
-Airline marketing and management, 7th edition, by Stephen Shaw.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/rpphdm/alma991001942074103441
Events and Submissions/Topic
Assessment 2. Case Study
Virgin’s "Project Mars” and Qantas' "Project Sunrise" are examples of strategic planning yet only one was successfully implemented. Determine why one project failed and the other succeeded: Due 23/4/23 at 5.00pm (30% weighting)
Case Study Due: Week 6 Friday (21 Apr 2023) 5:00 pm AEST
Module/Topic
Chapter
-Airline marketing and management, 7th edition, by Stephen Shaw.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/rpphdm/alma991001942074103441
Events and Submissions/Topic
Assessment 2 due 23/4/23 by 5.00pm
Module/Topic
Chapter
-Airline marketing and management, 7th edition, by Stephen Shaw.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/rpphdm/alma991001942074103441
-Airport marketing, 2nd Edition, By Nigel Halpern, Anne Graham.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/a7uumo/alma991001910388203441
Events and Submissions/Topic
Module/Topic
Chapter
-Marketing in the international aerospace industry, by Wesley E. Spreen.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/rpphdm/alma991001942074203441
Events and Submissions/Topic
Module/Topic
Chapter
-Marketing in the international aerospace industry, by Wesley E. Spreen.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/rpphdm/alma991001942074203441
-Airline marketing and management, 7th edition, by Stephen Shaw.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/rpphdm/alma991001942074103441
Events and Submissions/Topic
Module/Topic
Chapter
-Marketing in the international aerospace industry, by Wesley E. Spreen.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/rpphdm/alma991001942074203441
-Airline marketing and management, 7th edition, by Stephen Shaw.
Link: https://cqu.primo.exlibrisgroup.com/permalink/61CQU_INST/rpphdm/alma991001942074103441
Events and Submissions/Topic
Assessment 3 group work due 28/5/23 at 5.00pm
Conduct market research on a specific airline or airport or aspect of the aviation industry (for example, low-cost carriers or in-flight amenities or airport infrastructure ). Analyse the competition and consumer behaviour and use that information to develop a marketing plan for the company or product.
Group Work Due: Week 11 Friday (26 May 2023) 11:45 pm AEST
Module/Topic
Chapter
Lecture notes
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.
Each quiz will be open on Wednesday at 5.00pm and will close the following Wednesday at 5.00pm. There will be a link to each quiz in Moodle
2
Other
Week 3 Wednesday (22 Mar 2023) 5:00 pm AEST
online in Moodle
Week 3 Wednesday (22 Mar 2023)
Mark given as soon as quiz is sat
The two online quizzes held 2 weeks apart 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
Virgin’s "Project Mars” and Qantas' "Project Sunrise" are examples of strategic planning yet only one was successfully implemented. Use the following framework to determine why one project failed and the other succeeded::
1. Introduction
Provide an overview of the project, including:
a) the research question(s).
b) the background and context of the study
c) purpose and objectives of the research
2. Main Body
If possible, include the following points:
a) Market analysis:
b) Company analysis:
c) Project analysis:
d) SWOT analysis:
e) Competitor analysis:
f) Financial analysis:
g) Customer analysis:
h) Regulatory analysis:
i) Risk management:
j) Porter's Five Forces:
3. Conclusion
a) Compare and contrast the two projects
b) provide a conclusion on why one project succeeded while the other failed
c) Consider all factors used:
Week 6 Friday (21 Apr 2023) 5:00 pm AEST
Upload into Moodle
Week 7 Friday (28 Apr 2023)
Online
The essay will be marked out of 30 points as follows:
1. Introduction (3 Marks)
Provide an overview of the project, including:
a) the research question(s).
b) the background and context of the study
c) purpose and objectives of the research
2. Main Body (20 Marks)
Where possible, include the following points:
a) Market analysis
b) Company analysis
c) Project analysis
d) SWOT analysis
e) Competitor analysis
f) Financial analysis
g) Customer analysis
h) Regulatory analysis
i) Risk management
j) Porter's Five Forces
3. Conclusion (4 Marks)
a) Compare and contrast the two projects
b) provide a conclusion on why one project succeeded while the other failed
c) Consider all factors used:
- 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
Working in groups of three, conduct market research on a specific airline or airport or aspect of the aviation industry (for example, low-cost carriers or in-flight amenities or airport infrastructure). Analyse the competition and consumer behaviour and use that information to develop a marketing plan for the company or product. The marketing plan should consist of :
- Executive Summary
- Situation Analysis
- Marketing Objectives
- Target Market
- Marketing Mix (4 As)
- Action Plan
- Evaluation and Control
Week 11 Friday (26 May 2023) 11:45 pm AEST
online-upload into Moodle
Week 12 Friday (2 June 2023)
Online
This assessment will be marked out of 40 Marks as follows:
1. Research (15 Marks)
a) Objectives
b) Market size and growth
c) Trends in the industry
2. Analysis (15 Marks)
a) Competitor analysis
b) Customer analysis
c) Regulatory considerations
d) Discussion & decisions
3. Marketing Plan (10 Marks)
a) Marketing plan development
b) Lessons learned.
- 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?
