Course Outline

BSAB 450 : Airline/Airport Marketing

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Last approved: Wed, 20 Jan 2016 14:17:50 GMT

Last edit: Wed, 20 Jan 2016 14:17:49 GMT

College of Business (WBUAD)
Airline/Airport Marketing
Students will conduct an investigation of the role of marketing in the aviation/airport industries. Issues covered include consumer segmentation, database management, integrated marketing communications, public relations, vendor relations, and retailing.

This course is designed to enable the student to focus on airport marketing activities as they relate to activities and/or facilities within and without the airport.

Upon course completion, students will be able to:

1. Describe how airlines segment consumers and build promotional packages for the different consumer segments.

2. Compare and contrast frequent flyer plans, co-branded credit cards, and relate how these marketing activities build consumer loyalty and databases.

3. Demonstrate the concept of data mining to discover consumer segments and apply integrated marketing communications to reach these consumers.

4. Relate the role of public relations, including media relations, in marketing the airport facility.

5. Recognize the role that aviation interest groups can play in aiding the airport manager in developing marketing strategies for the airport.

6. Discuss the role of retailing and customer service principles in serving the airport’s consumer traffic.

7. Evaluate the strong impact of "low-cost carriers" on "legacy carriers" and the strategic options available to respond to this challenge.

8. Analyze the market trends that have led to "business class only" airlines and evaluate the projected success of this segmentation strategy.

Located on the Daytona Beach Campus, the Jack R. Hunt Library is the primary library for all students of the Worldwide Campus. The Chief Academic Officer strongly recommends that every faculty member, where appropriate, require all students in his or her classes to access the Hunt Library or a comparable college-level local library for research. The results of this research can be used for class projects such as research papers, group discussion, or individual presentations. Students should feel comfortable with using the resources of the library. 

Web & Chat:
Text: (386) 968-8843
Library Phone:  (386) 226-7656 or (800) 678-9428

1. Recommended readings include Airport Business, Airport Magazine and other professional trade journals for airport marketing issues. 2. Readings from Advertising Age, Marketing News and other professional marketing publications for database and integrated marketing communications materials.

Written assignments must be formatted in accordance with the current edition of the Publication Manual of the American Psychological Association (APA) unless otherwise instructed in individual assignments.

ActivityPercent of Grade
Input Grading Item100

Undergraduate Grade Scale

90 - 100% A
80 - 89% B
70 - 79% C
60 - 69% D
0 - 60% F

Graduate Grade Scale

90 - 100% A
80 - 89% B
70 - 79% C
0 - 69% F
With the exception of ERAU Worldwide online sections, instructors must use the syllabus template specified by the respective College where the course is offered. In addition to this template, instructors may also use the syllabus provided in the course Blackboard shell as a guide. Instructors teaching online sections must use the syllabus found with the online course shell in Blackboard.
Dr. Dixie K. Button - 2/17/2015
Jennifer O’Bryon - 2/17/2015
Ronald R. Mau, Ph.D. - 2/17/2015
Dr. Bobby McMasters - 2/17/2015
1-6 A graduate of this major should be able to:
1. Management and Leadership skills - Know key principles of business and management disciplines and their business applications, employ skills needed to effectively lead and support teams across business functions.
2. Ethics - Apply ethical and responsible recommendations and solutions to contemporary aviation management and regulatory issues.
3. Research and Analytics - Apply research to solve business problems and communicate the results effectively.
4. Critical thinking - Apply critical thinking skills in problem-solving that demonstrates clear reasoning, formation of defendable positions and the fostering of life-long learning.
5. Specialty knowledge - Demonstrate a proficiency in identifying and solving contemporary national and international aviation problems related to the specialty areas of aviation business administration.
6. Communication and presentation skills - Professionally communicate and present (orally and written) assigned work that effectively engages audiences/readers of diverse backgrounds.
Key: 243