UNIT 10: MARKETING IN THE AVIATION INDUSTRY TERM PAPER

Unit code: J/504/2284 QCF

Level 3: BTEC Nationals

Credit value: 9

Guided learning hours: 54

GENERAL UNIT INSTRUCTION TO THE STUDENTS:

For Unit 10 Learning Outcome 1 has individual assignments only. Learning Outcome 2 And 3 have group assignments only.

These Tasks are Research Assignments. This means that you must use either Secondary and/or Primary research methods to gather evidences to answer each task.

You are NOT required to write from prior knowledge. These are Research Tasks.

Plagiarism is totally unacceptable. You must cite all sources and input the information by paraphrasing, summarising or using direct quotes. A Fail Grade is given where

Plagiarism is identified in your work. There are no exceptions.

Your evidences/findings must be cited using Harvard Referencing Style. E.g. (Samuels, 2015); (Sommers and Hunter, 2014) etc.

You must use the Four Paragraph Structure in writing: Paragraph 1- Introduction; Paragraph 2- Research Findings; Paragraph 3- Discussion; and Paragraph 4-

Recommendations/Conclusion.

To Pass the unit you MUST Achieve ALL the Pass Criteria outlined on the score sheet. You can earn a Higher Grade such as Distinction or Merit by meeting all Pass

Criteria and achieving the criteria given on the Higher Grades Score Sheet. You will be given a Referred Grade if you fail to meet ALL Pass Criteria. Referred Grade

means resit. You must resit any AC that you fail to obtain minimum of a pass. The Score Sheet will identify the specific requirement/s and criteria that you did not meet.

See iTutor for the resit fees. BACK-UP YOUR WORK ON-GOING – COMPUTER FAILURE IS NOT AN ACCEPTED EXCUSE.

You SHOULD complete and submit a hardcopy and softcopy of your work on the due dates stated on the Academic Calendar. ALL late work attracts a fee. This rule is not

waived under any circumstances. The softcopy should be sent to: faculty@colbournecollege.com. The hard copy to 6 Hillview Avenue, Kng 10.

You MUST pay your Tuition on-time with ‘0’ balance outstanding to submit work or sit examinations. This rule is not waived under any circumstances. If you fail to submit

on the said deadline due to not having financial clearance you may submit no later than the extended deadline with the Resit fee paid. Failure to submit work on the final

or extended deadline will result in a Fail Grade for the entire UNIT. If you Fail the unit you will have to pay to retake the class.

Read ALL Instructions on this Page and review the Pass, Distinction, Merit and Referred Criteria attached to meet the criteria and task correctly. Your work should be

neatly typed and bonded. Presentation is important and evidence of quality and business ethics.

Remember you MUST participate in the Class Form by answering the Lesson Review Questions posted by the Course/Unit Tutor. You are required to Post twice per

week and by the latest on Friday. You get 10% of the course grade from the Forum. You Must Pass the Forum to pass the course/unit.

SUBMISSION DEADLINE FOR INDIVIDUALS: SEE THE ACADEMIC CALENDAR ORAL PRESENTATION: WEEK 13

Aim and purpose

The aim of this unit is to give learners an understanding of the principles of marketing and the skills needed to conduct market research and to

develop a marketing plan for an aviation organisation.

Unit introduction

The unit starts by asking learners to define marketing and research the principles of marketing as they apply to aviation organisations. This sets

the scene for learners to be able to understand the importance of marketing, its strategic importance to airlines and airports and how it is used by

these organisations, and any constraints that may affect its application.

Learners will then investigate the use of market research by airports and airlines to understand their actual and potential customers (which could

be passengers or other organisations), competitors (which may be other transport operators) and the market environment in which they operate.

There is an emphasis on both understanding the customer and ensuring that products and services meet with customer and passenger needs and

expectations. Learners are introduced to analytical techniques used to identify opportunities and potential strategies for aviation organisations.

Learners will apply their knowledge to create a plan for a marketing objective of their choice.

Learning outcomes

On completion of this unit a learner should:

LO1 Understand the principles of marketing within the aviation industry

LO2 Be able to use market research methods for aviation organisations

LO3 Be able to develop a marketing plan for aviation organisations.

TEAM AND INDIVIDUAL ASSIGNMENT INSTRUCTIONS AND REQUIREMENTS

Learning Outcome 1 has Individual assignments: P5, M2 & D1 PREPARE A BUSINESS REPORT Learning Outcome 2 has Group assignments: P3, P4, P5, M2 & D1 AND P6, P7, P8, M3, D2 PREPARE A BUSINESS REPORT

PREPARED FOR POWERPOINT PRESENTATION

TEAM WORKING REQUIREMENTS

Students are to be assigned in teams of 3 persons, maximum of 4 Members. Unit 10 shall have 4 Members.

For group work the Lecturer must develop an appropriate Case Study that will enable the students to meet the Assessment Criteria (AC)

designated to the case in the Services industry context: contexts eg hospitality, travel, tourism, sports, leisure, recreational industries,

public, private, voluntary (not-for-profit) sectors.

Additionally, for Oral Presentations, the OP Form MUST be provided to the students and used to score the Oral Presentations. Both the

Oral Presentation Form and the official score sheet for the Assessment Criteria are used to score Oral Presentations.

Team Presentations may also be ONE written report. The attached scoresheet is used for grading. Team-working is also supported by

reflective essays that individual team members prepare to verify their learning and contributions. The instructions are below.

Students are placed in teams based on their Induction Scores.

Oral and Written Assessments include least three markers – the lecturer as the first marker; a second marker-verifier; and Pearson’s ISV.

A. Students Team Requirements

One Project Report Must Be Submitted for The Written and/or Oral Presentation as Instructed. In addition, you will also submit:

1) Submit a copy page with your names, course index, course title, name of lecturer, in partial completion of, and the date.

2) Submit the names of the of 3/4 members who are the case study participants.

3) Outline each member’s roles, participation and activities;

4) If the study is conducted inside a specific organization, you must submit written approval from the firm before you commence.

5) Minutes of all the team’s meetings are to be included. Include names of the attendees in the Minutes.

6) Hand-in all supporting brochure, role-play script, leaflet, power point, or other used in the presentation.

B. Individual Reporting Is Required from The Team Participants – The Reflective Essay 1) Submit a copy page with your name, course index, course title, name of lecturer, in partial completion of, and the date.

2) Include the Plagiarism Report after the title page.

3) Outline the purpose and objectives of the assignment.

4) Use separate headings for each AC.

5) For EACH Assessment Criteria, reflect on what you learned and how this information will help you in the profession.

6) Properly reference your work. Plagiarism is not tolerated. You will receive ‘Fail’ Grade for the entire unit if you plagiarize.

7) This is a Two-Page Report: 450 Words Maximum based on the ACs in the group activity.

LO 1. Understand the principles of marketing within the aviation industry

LESSON 1: CLASS DISCUSSION AND ACTIVITIES

MARKETING:

• Definitions

• Relationship to aviation industry (airport to airline, airline to consumer, airport to consumer, airline

To ground handling agent (gha), airline to other type of agent including travel agent, business travel

Agent, cargo agent, tour operator, corporate account direct)

LESSON 2: CLASS DISCUSSION AND ACTIVITIES

THE FUNCTION OF MARKETING:

• Find Out About Customer Needs

• Produce Products And Services That Meet Those Needs

• Know The Market – Including Competitors

• Find And Communicate With Customers

• Manage Any Threats That Affect The Marketing Process

LESSON 3: CLASS DISCUSSION AND ACTIVITIES

MARKET SEGMENTATION:

• Business travel

• Leisure travel

• Other, e.g. Religion, student

• Cargo

LESSON 4: CLASS DISCUSSION AND ACTIVITIES

CONSTRAINTS OF MARKETING:

• Financial, e.g. Company budget, current business environment

• Legal, e.g. Contract and consumer legislation, data protection

• Moral, e.g. Advertising standards, codes of practice

• Social, e.g. Environmental, ethical

UNIT 10: LO1 GRADED ASSIGNMENTS GUIDELINES

LESSONS 1- 4: P1 – P2 – M1

ASSIGNMENT TITLE: Principles of Marketing within the Aviation Industry

ASSESSMENT METHOD: Written Report - Individual

Case Study/Scenario: Airports have a crucial role to play in the future of aviation and marketing has a fundamental role to the success of the sector similar to in any other business.

You are a Marketing Consultant contracted to a small regional airport in the UK to work with its marketing team to help the airline succeed. You will focus

on its respective market segments – scheduled airlines and general aviation – each with their own unique requirements and each needing a competitive

environment. To accomplish this, you will conduct research and prepare and report on marketing opportunities and issues identified.

P1. To achieve a Pass Grade for P1, the evidence must show that you are able to: Explain the principles of marketing

You need to quote existing definitions of marketing; explain the function of marketing; and give actual aviation examples. Market segmentation and

constraints of marketing should also be included within the explanation for P1 with learners providing one example from each of the constraints listed.

P2. To achieve a Pass Grade the evidence must show that the learner is able to: Discuss how marketing principles apply to aviation organisations

You need to discuss how the marketing principles apply to aviation organisations. Examples should include: airport to airline, airline to consumer, airport to

consumer, airline to ground handling agent (GHA) and at least two types of other agents, i.e. travel agent, business travel agent, cargo agent, tour operator,

corporate account direct. For example, learners could cover passenger rebate incentives, frequent flyer schemes, commissions and penalty clauses (airline to

GHA).

M1. To achieve a Merit Grade the evidence must show that, in addition to the pass criteria, you are able to: Explain which type of airline is likely to

market to the different market segments listed

You should link the different market segments to airline types – this could be by passenger type, for example business traveller, or destination type, for

example long haul, short haul.

USEFUL RESOURCES:

Airport Organisation: http://www.nap.edu/read/14275/chapter/3

Strategic Objectives for an Airport's Marketing Department: http://smallbusiness.chron.com/strategic-objectives-airports-marketing-department-66878.html

New marketing strategies for airports: http://web.tecnico.ulisboa.pt/~vascoreis/projects/airdev/06_AIRDEV_HeatherJones.pdf

What's Your Airport's Marketing Strategy? http://www.aviationpros.com/blog/10442121/whats-your-airports-marketing-strategy

Airport Marketing: https://hstalks.com/playlist/462/airport-marketing/?business

Regional Airports: Challenges, Opportunities http://www.forbes.com/sites/wheelsup/2010/07/08/regional-airports-challenges-opportunities/#7fa12224b40d

Issues and Challenges for Airports in the New Millennium: http://onlinepubs.trb.org/Onlinepubs/circulars/ec035/03crites.pdf

UNIT 10: MARKETING IN THE AVIATION INDUSTRY SCORE SHEET

NAME OF STUDENT: DATE:

Learning Outcome

Students Must Meet ALL The Following Requirements For A PASS Grade ACHIEVED

YES NO

LO 1. Understand the principles of marketing within the aviation industry

LO 1: Understand the principles of marketing within the aviation industry

TASK: You should carry out this task as a Team Leader on the Strategic Marketing Committee of the Airline:

1. Briefly define the term ‘Marketing’

2. For P1: Explain the principles of marketing

3. For P2: Discuss how marketing principles apply to aviation organizations

4. For M1: Explain and draw Conclusions about: the type of airline that is likely to market to the different

market segments listed

STUDENTS WRITTEN REPORTS MUST BE:

5. Carrying Out the command in P1 & M1: To Explain which means: “To give account of the purposes or

reason”

6. Carrying Out the command in P1 & M1: To Discuss which means: “To give an account that addresses a

range of ideas and arguments.”

7. Discussing at least five (5) themes and perspectives related to your research findings and the Course

Content.

8. Citing Six (6) or more reliable sources used in your work whether paraphrased or directly quoted.

9. Using Harvard Referencing Style properly.

10. Acceptable level of College Writing exhibited: Spelling, Punctuation, Grammar, Usage and Sentence

Structures.

11. Meeting the 750 - 1,000 Words Requirements (only 10% more or less can deviate from the instructions).

A Pass Grade Is Awarded YES NO

Name Of Assessor: Date Of Assessment:

UNIT 10: LO2 GRADED ASSIGNMENTS GUIDELINES

LESSONS 5-7: P3 – P4 – P5-M2-D2

Assignment title: Market Research Methods for Aviation Organisations

Assessment method: Group Assignment: A 10 Minutes Oral Presentation w. Power Point

Case Study/Scenario: Airports have a crucial role to play in the future of aviation and marketing has a fundamental role to the success of the sector similar to in any other business.

You are a Marketing Consultant contracted to a small regional airport in the UK to work with its marketing team to help the airline succeed. You will focus

on its respective market segments – scheduled airlines and general aviation – each with their own unique requirements and each needing a competitive

environment. To accomplish this, you will conduct research and prepare and report on marketing opportunities and issues identified.

P3. To achieve a Pass Grade for P3, the evidence must show that you are able to: Plan an aviation research objective

You need to plan a research objective appropriate for market research. Their selection should demonstrate an understanding of the different types of research

available and factors which may impact on the research time available.

P4. To achieve a Pass Grade the evidence must show that the learner is able to: Carry out an appropriate market research activity to meet the objective

To achieve P4, you will engage with some form of research. For example, this can be classroom based using CAA statistical information. Alternatively,

research could be carried out for an aviation organisation based at an airport or for the airport itself, for example the marketing department.

P5. To achieve a Pass Grade the evidence must show that the learner is able to: Evaluate research findings

To achieve P5, learners need to report their research findings using statistical information gained in the form of a graph or bar chart etc. To make this

effective the figures gained need to be compared against existing information, for example as a percentage of current passenger throughput.

M2. To achieve a Merit Grade the evidence must show that, in addition to the pass criteria, you are able to: Explain how different market research

methods are used by aviation organisations to meet specific objectives

For M2, you should provide detailed explanations of how each type of research may be used for a different research objective. For example, CAA statistics

(secondary and quantitative) may be used to justify the increase in frequency of an existing flight or destination.

D1. To achieve the Distinction Grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to: Evaluate statistical

information found during research

For D1, you need to evaluate statistical information found during the research, this could be using information from the CAA of previous years Origin and

Destination Statistics (freely available on www.caa. co.uk), to decide if a new route or increased frequency from a particular airport or to a given destination

is feasible. Generally speaking, you would need to interrogate five years’ worth of previous figures to be able to make this judgement by looking at the

passenger number trends.

LO 2. Be able to use market research methods for aviation organisations

LESSON 5: CLASS DISCUSSION AND ACTIVITIES

Plan an aviation research objective:

• Types of research methods (primary, secondary, quantitative, qualitative) • Advantages and disadvantages of each research method • Setting aims and smart objectives

• Factors impacting on research time available (cost, resources, constraints, availability of information)

LESSON 6: CLASS DISCUSSION AND ACTIVITIES

Market research:

Undertake research activity in the aviation industry, e.g. Questionnaire, civil aviation authority (caa) statistics, tourist board information

LESSON 7: CLASS DISCUSSION AND ACTIVITIES

Research findings:

• Create statistical information to support findings, e.g. Graphs, bar charts

• show findings in comparison with existing data, e.g. Passenger throughput figures, visitor figures

UNIT 10: MARKETING IN THE AVIATION INDUSTRY SCORE SHEET

NAME OF STUDENT: DATE:

Learning Outcome

Students Must Meet ALL The Following Requirements For A PASS Grade ACHIEVED

YES NO

LO 2. Be able to use market research methods for aviation organisations

LO 2: Be able to use market research methods for aviation organisations

TASK: You should carry out this task as a Team Leader on the Strategic Marketing Committee of the Airline:

1. Define the term ‘Research” and the types of research methods (primary, secondary, quantitative, qualitative)

2. For P3: Plan an aviation research objective for your airport.

3. For P4: Carry out an appropriate market research activity to meet the objective. Report on the findings.

4. For P5: Evaluate the research findings

5. For M2: Explain how different market research methods are used by aviation organisations to meet specific objectives

6. For D1: Evaluate and draw Conclusions about: statistical information found during research.

STUDENTS WRITTEN REPORT MUST BE:

7. Carrying Out the command in P3: To Plan which means: “To consider, set out and communicate what is to be done”

8. Carrying Out the command in P4: To Carry Out which means: “To undertake an activity of a practical nature”

9. Carrying Out the command in P5: To Evaluate which means: “Make a qualitative judgement taking into account different

factors and using available knowledge/experience/evidence.”

10. Carrying Out the command in M2: To Explain which means: “To give account of the purposes or reason”

11. Carrying Out the command in D1: To Evaluate which means: “Make a qualitative judgement taking into account different

factors and using available knowledge/experience/evidence.”

12. Discussing at least five (5) themes and perspectives related to your research findings and the Course Content.

13. Citing Six (6) or more reliable sources used in your work whether paraphrased or directly quoted.

14. Using Harvard Referencing Style properly.

15. Acceptable level of College Writing exhibited: Spelling, Punctuation, Grammar, Usage and Sentence Structures.

16. Meeting the 1000 Words Requirements for the Individual Reflective Paper (only 10% more or less can deviate from the

instructions).

A Pass Grade Is Awarded YES NO

Name Of Assessor: Date Of Assessment:

UNIT 10: LO3 GRADED ASSIGNMENTS GUIDELINES

LESSONS 8-12: P6, P7, P8, M3, D2

Assignment title: Develop a Marketing Plan for Aviation Organisations

Assessment method: Group Assignment: A 10 Minutes Oral Presentation with Power Point

Case Study/Scenario: Airports have a crucial role to play in the future of aviation and marketing has a fundamental role to the success of the sector similar to in any other business.

You are a Marketing Consultant contracted to a small regional airport in the UK to work with its marketing team to help the airport succeed. You will focus

on its respective market segments – scheduled airlines and general aviation – each with their own unique requirements and each needing a competitive

environment. To accomplish this, you will conduct research and prepare and report on marketing opportunities and issues identified.

P6. To achieve a Pass Grade for P6, the evidence must show that you are able to: Carry out appropriate analytical techniques

To achieve P6, you should be able to summarise, using aviation examples, 1) one external analytical technique, 2) one industry analysis, 3) one internal

analysis and finally carry out a 4) SWOT analysis on their chosen research area.

P7. To achieve a Pass Grade the evidence must show that the learner is able to: Use findings to set marketing objectives for an aviation organisation

To achieve P7, you need to select marketing objectives from the list of examples shown in the unit content, or an appropriate alternative. They should collate

their findings from the research activity and then formulate recommendations for the chosen objective/s.

P8. To achieve a Pass Grade the evidence must show that the learner is able to: Identify appropriate marketing tactics to complete a marketing plan

To achieve P8, you should use the marketing mix which, in effect, is the marketing plan for their chosen objective/s. You will create some point of sale

material from the list shown under ‘physical evidence’. P8 could be evidenced as a report or a presentation.

M3. To achieve a Merit Grade the evidence must show that, in addition to the pass criteria, you are able to: Demonstrate original concepts in your

marketing plan to meet the marketing objectives

To achieve M3, you should show original concepts in their marketing plan.

D2. To achieve the Distinction Grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to: Evaluate a marketing

plan, making justified recommendations for improvement

To achieve D2, you must evaluate a marketing plan and make justified recommendations for improvement. You will evaluate your own plan against one

supplied by the lecturer.

LO 3. Be able to develop a marketing plan for aviation organisations

LESSON 9-10: CLASS DISCUSSION AND ACTIVITIES

Analytical techniques:

• External Analysis, E.G. Political, Economic, Sociological, Technological (Pest), Political, Economic, Sociological, Technological, Legal, Environmental

(Pestle), Macro-Environment • Industry Analysis, E.G. Porter’s 5 Forces, Competitor Analysis

• Internal Analysis, E.G. Micro-Environment, Boston Matrix

• Strengths, Weaknesses, Opportunities, Threats (Swot Analysis)

LESSON 11: CLASS DISCUSSION AND ACTIVITIES

Marketing objectives:

Marketing Objectives, E.G. Launch Of A New Route Or Destination, Increasing Brand Awareness, Devise A New Market Segment, Increase Airport

Facility Offering

Collate Findings From The Research Activity

Make Recommendations

LESSON 12: CLASS DISCUSSION AND ACTIVITIES

Marketing mix:

• Product, E.G. New Route, New Facility

Price, E.G. Cost Of Sale, Sales Price

Promotion, E.G. Marketing Communications

Place, E.G. Internet Sales, Travel Agent, Call Centre

People, E.G. Company Personnel, Customers

Process, E.G. Service Delivery Activities, Operating Systems

Physical Evidence, E.G. Brochures, Websites, Timetables

UNIT 10: MARKETING IN THE AVIATION INDUSTRY SCORE SHEET

NAME OF STUDENT: DATE:

Learning Outcome

Students Must Meet ALL The Following Requirements For A PASS Grade ACHIEVED

YES NO

LO 3. Be able to develop a marketing plan for aviation organisations

LO 3: Be able to develop a marketing plan for aviation organisations

TASK: You should carry out this task as a Team Leader on the Strategic Marketing Committee of the Airline:

1) Define the terms: “Business Analytical Techniques”; “Marketing Objectives”; “Marketing Strategies”; “Marketing

Tactics” and “Marketing Plan”.

2) For P6: Carry out appropriate analytical techniques.

3) For P7: Use findings to set marketing objectives for an aviation organisation

4) For P8: Identify appropriate marketing tactics to complete a marketing plan

5) For M3: Demonstrate original concepts in your marketing plan to meet the marketing objectives

6) For D2: Evaluate and draw Conclusions about: a marketing plan, making justified recommendations for improvement

STUDENTS WRITTEN REPORTS MUST BE:

7) Carrying Out the command in P6: To Carry Out which means: “To undertake an activity of a practical nature”

8) Carrying Out the command in P7: To Use which means: “To Apply the information provided or apply prior learning. To

put into service or action. Employ for a given purpose”

9) Carrying Out the command in P8: To Identify which means: “To Recognise, list, name or otherwise characterise.”

10) Carrying Out the command in M3: To Demonstrate which means: “Show in an explicit way”

11) Carrying Out the command in D2: To Evaluate which means: “Make a qualitative judgement taking into account

different factors and using available knowledge/experience/evidence.”

12) Discussing the themes and perspectives related to your research findings and the Course Content.

13) Citing Six (6) or more reliable sources used in your work whether paraphrased or directly quoted.

14) Using Harvard Referencing Style properly.

15) Acceptable level of College Writing exhibited: Spelling, Punctuation, Grammar, Usage and Sentence Structures.

16) Meeting the 1000-1200 Words Requirements for the Individual Reflective Paper (only 10% more or less can deviate from

the instructions).

A Pass Grade Is Awarded YES NO

Name Of Assessor: Date Of Assessment: