Course Duration:  1 Semester
Credit Units: 3
Level: A2
Medium of Instruction: English

Course Aims: 
This course aims to provide students with a basic understanding of the marketing and management aspects in the airline industry. It also aims to provide them the product design and development, pricing and revenue management, distribution channels, and selling and advertising policies in aviation industry.

Upon completion of the course, students should be able to:
describe the basic structure and economic characteristics of the airline industry;  understand the basic marketing and management concept, as well as the marketing and management aspects in the airline industry; and understand the fare construction and ticketing system.

Course Intended Learning Outcomes (CILOs):
Upon successful completion of this course, students should be able to:

1. Demonstrate a knowledge of the basic structure, economic and marketing characteristics of the airline industry.
2. Describe the basic marketing and management concept, as well as the marketing and management aspects in the airline industry.
3. Analyze the marketing strategies and the marketing mix (price, place, product, and promotion) in the airline industry.
4. Analyze the type of relationship marketing used in the airline industry.
5. Demonstrate a knowledge of the airline fare construction, scheduling and ticketing system.
6. Use air ticketing system to simulate air ticket reservation.

Keyword Syllabus:
Background of the Airline Industry and Marketing Role. Marketing and the Marketing Mix. The Marketing Mix in the Airline Industry. Relationship Marketing. Airline Scheduling and Ticketing System.

Teaching and Learning Activities (TLAs):
(Indicative of likely activities and tasks students will undertake to learn in this course. Final details will be provided to students in their first week of attendance in this course)

Types of TLAs (Hours per week):

1. Lecture (2 hours)
2. Tutorial (case studies, group discussion) (1 hour)
3. Project
4.Simulation software Project

Assessment Tasks/Activities:
(Indicative of likely activities and tasks students will undertake to learn in this course. Final details will be provided to students in their first week of attendance in this course) 

Type of assessment tasks/activities:

Assessment Schedule:
Examination duration: 2 hours
Percentage distribution of marks for coursework, examination, other: 30% Coursework and 70% Examination 
Grading mode: Standard (A+AA-...F)

Pre-requisite(s): Nil

Pre-cursor(s): Nil

Equivalent Course(s): Nil