Marketing and Sales in Aviation Business - SAL2AB201 - Opinto-opas

Marketing and Sales in Aviation Business, 5 cr - SAL2AB201

Upcoming implementations

No upcoming implementations yet.

Current implementations

No ongoing implementations yet.

Past implementations

Marketing and Sales in Aviation Business SAL2AB201-3008 27.03.2023-19.05.2023 5 op (AB4CQ) +-
Campus

Chongqing

Teaching language

English

Timing

27.03.2023 - 19.05.2023
Groups
- AB4CQ
Teachers

Thomas Sundman

Seats

15 - 60

Degree Programme

ABBA Degree Programme in Aviation Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Marketing and Sales in Aviation Business SAL2AB201-3009 25.01.2023-19.05.2023 5 op (AB2OP, ...) +-
Teaching methods and instruction

This implementation is aimed at ABBA Open Path students.

Campus

Porvoo Campus

Teaching language

English

Timing

25.01.2023 - 19.05.2023

Enrollment

02.01.2023 - 20.01.2023

Content scheduling

on Wednesdays 13:00-16:00:
January 26, 2022
February 16, 2022
March 16, 2022
April 13, 2022
May 4, 2022
Groups
- AB2OP
- ONLINE
Teachers

Ari Soinola

Seats

15 - 60

Degree Programme

ABBA Degree Programme in Aviation Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Marketing and Sales in Aviation Business SAL2AB201-3007 16.01.2023-16.03.2023 5 op (CONTACT, ...) +-
Learning material and recommended literature

Airline Marketing and Management, Stephen Shaw, Any edition

Magretta, J. (2011). Understanding Michael Porter: The Essential Guide to Competition and Strategy. Harvard Business Review Press.

Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2015). Strategic brand management (3rd ed.). Oxford University Press.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (Seventh edition.). Pearson (p.5-26)

Instructors´ own material
Book and/or academic articles
Companies´ web portals
Relevant media, news agencies, quality press, etc.
Social networking tools
Material produced by students
Industry related reports and statistics
Data from H-H provided statistical databases

Campus

Porvoo Campus

Teaching language

English

Timing

16.01.2023 - 16.03.2023

Enrollment

02.01.2023 - 13.01.2023
Groups
- CONTACT
- AB3
- EXCH
Teachers

Thomas Sundman

Seats

15 - 40

Degree Programme

ABBA Degree Programme in Aviation Business

R&D proportion

5.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
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The course aims at developing marketing and sales understanding. After a successful participation of the course the participant should have proficiency in:

-Understanding sales and marketing key functions and processes in aviation business development context
-Evaluating customer segments, sales and marketing channels, pricing, and product creation for strategy considerations
-Analysing airline customer journey and are able to future develop the journey within changing business environment
-Creating and justify sales and marketing plans
-Critically evaluate sales and marketing performance and make future recommendations

Aviation has been at the fore front of digital transformation and development for over twenty years, and its impact to how airlines sell and market their products is indisputable. Succeeding in sales and marketing strategies and actions are crucial in this highly competitive industry. During this implementation, students will explore the business environment for a chosen airline and develop strategies to advance sales and marketing goals. You will investigate airline customer journey from sales, service, communication, and marketing perspective, knowing that today’s passengers are always in the journey loop. You will assess questions such as: How company strategy will impact marketing and sales strategy? Which customer segments to focus on and develop products for? How to measure marketing performance? By the end of the course, you will be able to identify sales and marketing opportunities, and make plans to accelerate airline commercial performance.

Market Research and Analysis
Project Management
Market plan and budget considerations
Customer Experience and Customer Journey
Channel Management
Customer Contacts
Sales Communication & Customer Relationship Management
Value Proposition

Inquiry learning:
Peer-to-peer learning
Online tutorials, lectures and workshops
Company visits
Independent study and teamwork

If students have acquired the required competence in previous work tasks, recreational activities or on another course, they can show the competence with a demonstration and progress faster through their studies. More information and instructions for recognising and validating prior learning (RPL) are available at MyNet.

Books on the content topics

E-books and online articles

Online tutorials

Companies’ web-portals

Relevant media, news agencies, quality press, etc.

Social networking tools

Exercises, tests

Instructors’ own materials, materials produced by students.

-Magretta, J. (2011). Understanding Michael Porter: The Essential Guide to Competition and Strategy. Harvard Business Review Press.
-Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2015). Strategic brand management (3rd ed.). Oxford University Press.
-Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (Seventh edition.). Pearson (p.5-26)

The module is a part of professional studies in Porvoo Campus competence-based curriculum. The module advances the following competences: distribution and sales, customer experience, sales and services in global markets, solution oriented selling, customer value propositions, marketing, effective presentations.

(Basic knowledge, completes given tasks and assignments on a satisfactory level)
You are able to understand and interpret the basic principles of marketing and sales, through listing and formulating the essential considerations. In addition, you can calculate and present marketing and sales KPIs and variables. Moreover, you can apply and reflect basic strategy frame and present considerations in your marketing and sales plan.

Good (You have Comprehensive knowledge, and are expected to compare and link course concepts. You have completed given tasks and assignments on a good level, showing positive attitude through participating in some discussions, and makes visible efforts in analysing and solving possible challenges and problematics.)

You can apply and interpret the basic principles of marketing and sales and can benefit to business considerations through various KPIs assessment. In addition, you can not only calculate essential marketing and sales KPIs, but discuss and analyse different variables impacting performance evaluation. Moreover, you are able to critically evaluate a marketing and sales report applied with adequate variable considerations. Furthermore, you can interpret, asses and present different considerations in a structured marketing and sales plan report and presentation.

Excellent: (In addition to finalising all given tasks with exemplary results, you can widely build knowledge by demonstrating comprehensive use of course concepts. You consistently contribute in discussions, indicate thorough preparation and elaborate on analytical insight and conclusions. You have a distinguished level of problem-solving skills, and an innovative mindset for analytical assessments. You can cooperate responsibly and constructively in a professional manner and take others views into consideration.)

You can apply and interpret the principles of marketing and sales for driving initiatives in the field. You can formulate the essential KPIs and develop business based on the analysis. You possess skills in independently applying insights of marketing and sales as part of commercial consideration context. Moreover, you are able to visually illustrate, with the help of qualitative and quantitative data, how to develop business activities through several variables influencing marketing and sales. Furthermore, you can clearly create, asses and present key considerations through a well formulated marketing and sales plan report and presentation it in an innovative manner.

Individual assignments
Teamwork assignments
Final deliverables
Peer assessment
Self-assessment

The self-assessment of one's own learning does not influence the module grade. The self-assessment and students’ feedback to the module will be used for the module development. The feedback is collected via an electronic form.