Syllabus for AVT-3050

Airline Marketing and Customer Service

Course Description

Airline Marketing and Customer Service provides students with an in-depth knowledge of the components of airline marketing and customer service. Areas covered include market segmentation, product planning, communications and social media, loyalty, corporate sales and distribution, and customer service strategies.

Topics

Airline marketing fundamentals.
Product life cycle.
Communication, social media, and digital advertising.
Loyalty programs.
Customer service approaches.
Airline distribution strategies.

Course Objectives

After completing this course, you should be able to:

CO 1 Differentiate among strategies and approaches used in airline marketing.

CO 2 Analyze components of the airline product life cycle.

CO 3 Create a communication, social media, and digital advertising plan for the airline industry.

CO 4 Analyze the components of a successful airline loyalty program.

CO 5 Apply effective customer service strategies to situations in the airline industry.

CO 6 Examine key trends in airline distribution.

Study Materials

You will need the following materials to complete your coursework. Some course materials may be free, open source, or available from other providers. You can access free or open-source materials by clicking the links provided below or in the module details documents. Please visit the following website to purchase course materials: University's textbook supplier.

Required Textbook(s)

Shaw, S. (2011). Airline marketing and management (7th ed.). Burlington, VT: Ashgate.

ISBN: 978-1409401490

Required Case Study

Pandey, N., & Singh, G. (2015, June 1). Malaysia Airlines: The marketing challenge after MH370 and MH17. Harvard Business Review. Product number W15214-PDF-ENG Boston, MA: Harvard Business Publishing.

The case study can be purchased from Harvard Business Review.

Course Structure

Airline Marketing and Customer Service is a 3-credit, online course consisting of 6 modules. Modules include an overview, topics, learning objectives, study materials, and activities. Module titles are listed below.

Module 1: Airline Marketing Fundamentals
Course objectives covered in this module: CO 1
Module 2: Airline Product Life Cycle
Course objectives covered in this module: CO 1, CO 2
Module 3: Airline Communication, Social Media, and Digital Advertising
Course objectives covered in this module: CO 1, CO 3
Module 4: Loyalty Programs
Course objectives covered in this module: CO 1, CO 4

Module 5: Putting the Customer First… or Not
Course objectives covered in this module: CO 1, CO 5

Module 6: Airline Distribution Strategies
Course objectives covered in this module: CO 6

Assessment Methods

You are required to participate in the following for formal work in the course:

Write online discussion forum posts.
Complete written assignments.
Take a proctored midterm exam.
Take a proctored final exam.
Finish a final project.

See below for details.

Consult the Course Calendar for due dates.

Promoting Originality

One or more of your course activities may utilize a tool designed to promote original work and evaluate your submissions for plagiarism. More information about this tool is available in this Plagiarism Detection Tool Google document.

Discussion Forums

You are required to complete 6 graded discussion forums. The discussion forums are on a variety of topics based on the course modules. There is also an ungraded but required introduction forum in Module 1.

Consult the Evaluation Rubrics folder for a grading rubric for discussion forums.

Written Assignments

You are required to complete 7 written assignments. The written assignments are on a variety of topics associated with the course modules.

You will need to locate outside sources to use in completing the written assignments. You can access the EBSCOhost and ProQuest databases by logging into the myEdison portal and looking under My Resources < Educational. You can also use the online databases provided by the New Jersey State Library. To use the New Jersey State Library, sign up for a free library card online.

Evaluation rubrics for each written assignment can be found within the assignment submission link in Moodle.

Examinations

You are required to take two (2) proctored online examinations: a midterm exam and a final exam. Both exams require that you use the University's Online Proctor Service (OPS). Please refer to the "Examinations and Proctors" section of the Online Student Handbook (see Student Handbooks in the General Information area of the course website) for further information about scheduling and taking online exams and for all exam policies and procedures.

You are strongly advised to schedule your exam within the first week of the semester.

Online exams are administered through the course website. Consult the Course Calendar for the official dates of exam weeks.

Midterm Examination

Exam duration: 90 minutes.
Course objectives covered by this exam include: CO 1, CO 2, CO 3.
Module objectives covered by this exam include: Modules 1, 2, and 3.
Overview and purpose:

Students will respond to essay questions based on topics from the first three modules. See Study Guide in the Examinations section of the course website for further details.

Final Examination

Exam duration: 90 minutes.
Course objectives covered by this exam include: CO 4, CO 5, CO 6.
Module objectives covered by this exam include: Modules 4, 5, and 6.
Overview and purpose:

Students will respond to essay questions based on topics from the last three modules. See Study Guide in the Examinations section of the course website for further details.

Statement About Cheating

You are on your honor not to cheat during the exam. Cheating means:

Looking up any answer or part of an answer in an unauthorized textbook or on the Internet, or using any other source to find the answer.

Copying and pasting or in any way copying responses or parts of responses from any other source into your online test. This includes but is not limited to copying and pasting from other documents or spreadsheets, whether written by yourself or anyone else.

Plagiarizing answers.

Asking anyone else to assist you by whatever means available while you take the exam.

Copying any part of the exam to share with other students.

Telling your mentor that you need another attempt at the exam because your connection to the Internet was interrupted when that is not true.

The exam will be made invalid and you will fail the course if there is evidence that you have cheated or plagiarized in your exam.

Final Project

You are required to complete a final project for this course in the form of a marketing plan for a fictional airline. Details can be found in the Final Project overview.

An evaluation rubric for the final project can be found in the final project submission link.

Grading and Evaluation

Your grade in the course will be determined as follows:

6 online discussions are worth 18% of your final grade.
7 written assignments are worth 37% of your final grade.
A proctored Midterm exam that covers Modules 1 through 3 is worth 15% of your final grade.
A proctored Final exam that covers Modules 4 through 6 is worth 15% of your final grade.
The final project is worth 15% of your final grade.

All activities will receive a numerical grade of 0–100. You will receive a score of 0 for any work not submitted. Your final grade in the course will be a letter grade. Letter grade equivalents for numerical grades are as follows:

A is 93 to 100.
A minus is 90 to 92.
B plus is 88 to 89.
B is 83 to 87.
B minus is 80 to 82.
C plus is 78 to 79.
C is 73 to 77.
C minus is 70 to 72.
D is 60 to 69.
F is any grade below a 60.

To receive credit for the course, you must earn a letter grade of C or better (for an area of study course) or D or better (for a course not in your area of study), based on the weighted average of all assigned course work (e.g., exams, assignments, discussion postings).

Strategies for Success

First Steps to Success

To succeed in this course, take the following first steps:

Read carefully the entire syllabus, making sure that all aspects of the course are clear to you and that you have all the materials required for the course.

Take time to read the entire Student Handbook. The Handbook answers many questions about how to proceed through the course, how to schedule exams, and how to get the most from your educational experience at Thomas Edison State University.

Arrange to take your examination(s) by following the instructions in this Syllabus and the Student Handbook.

Familiarize yourself with the learning management systems environment—how to navigate it and what the various course areas contain. If you know what to expect as you navigate the course, you can better pace yourself and complete the work on time.

If you are not familiar with web-based learning be sure to review the processes for posting responses online and submitting assignments before class begins.

Study Tips

Consider the following study tips for success:

To stay on track throughout the course, begin each week by consulting the Course Calendar. The Course Calendar provides an overview of the course and indicates due dates for submitting assignments, posting discussions, and submitting the final project.

Check Announcements regularly for new course information.

Using AI Ethically: A Guide for TESU Students

TESU's Academic Code of Conduct permits student AI use in support of their writing and research process--not as a replacement for original writing.

Document AI use with an acknowledgment statement at the end of each assignment, noting the tools and prompts used. Cite any AI-generated content on the References page.

Please review Using AI Ethically: A Guide for TESU Students for more detailed information.

Commitment to Diversity, Equity, and Inclusion

Thomas Edison State University recognizes, values, and relies upon the diversity of our community. We strive to provide equitable, inclusive learning experiences that embrace our students’ backgrounds, identities, experiences, abilities, and expertise.

Accessibility and Accomodations

Thomas Edison State University adheres to the Americans with Disabilities Act (ADA, 1990 and ADAAA, 2008) and Section 504 of the Rehabilitation Act of 1973.

The Office of Student Accessibility Services (OSAS) oversees requests for academic accommodations related to disabilities, including:

A student who is pregnant, postpartum, or parenting a newborn who is not the birth parent [as covered under NJSA18A].
Students requesting academic accommodation for a short-term or temporary illness.
TESU students requesting academic accommodation for an injury.

Information can be found on the Office of Student Accessibility Services webpage.

Questions can be sent to ADA@tesu.edu.

Academic Policies

Familiarize yourself with all administrative and academic policies, including those related to the following list, to ensure success in all your academic endeavors and coursework at Thomas Edison State University:

Academic integrity.
Course late submissions.
Extensions for the course.
Grading policies.

For more, see: