Marketing and Sales in Aviation Business SAL2AB201-3005 28.03.2022-31.05.2022 5 (AB4CQ)+-
LO1: Students will understand sales and marketing key functions and processes in aviation business development context
LO2: Students gain proficiency in understanding Customer Segmentation, Channels Management, and Design Thinking for strategy considerations
LO3: Students are able to use qualitative and quantitative data for driving business initiatives from sales and marketing aspects
LO4: Students understand the influence of effective group work and the business impact considered by team dynamics
The module advances skills in planning, implementation, developing commercial storylines through research and innovative thinking. During the course we will set up a market plan that will consider both sales and marketing commercial aspects for driving business initiatives. The aim of the course is to develop an overall understanding of the marketing and sales functions in an aviation business environment. Students will explore various concepts and frameworks to position a firm in its market environment and to become a viable operator in chosen target segments. We assess questions as for example: Where should we invest for creating visibility and why? Which customer segments should be in focus? How do we develop products and services for different customer segments, and how/why do aviation differentiate for example between business and leisure customers? By the end of the course, you should be able to identify business opportunities through user research, develop innovative ideas, and turn the ideas into a Market Plan.
Starting level and linkage with other courses
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.
Market Research and Analysis
Market plan and budget considerations
Customer Experience and Customer Journey
Sales Communication & Customer Relationship Management
Assessment criteria - grade 1
The student can find relevant theory, methods and specific terminology. S/he is able to conduct market research and collect data and to analyse the needs of customers to provide solutions to them only when aided by others. The student can use marketing tools with assistance from others. S/he is able to acquire knowledge of sales, distribution, and service experience for global markets. The student is able to operate when the task and instructions are given and when aided by other students and the supervisors.
Assessment criteria - grade 3
The student is able to use theory, methods and his/her usage of specific terminology is accurate. S/he is able to conduct market research and collect data to gain reliable understanding how to analyse the needs of customers to provide solutions to them. The student can use marketing tools. S/he has knowledge of sales, distribution, and service experience for global markets.
Assessment criteria - grade 5
The student can apply theory and methods and use specific terminology very accurately in various contexts. S/he is able to conduct relevant market research and collect data to gain a comprehensive understanding of customer needs and provide solutions. The student can use marketing tools with desired impact. S/he has reliable knowledge of sales, distribution, and service experience for global markets. S/he has an innovative approach and can conduct research at a highly professional level.