MIDDLE GEORGIA COLLEGE
DIVISION OF AVIATION MANAGEMENT AND BUSINESS
FALL 2010 SEMESTER
COURSE NAME: Airline Marketing
COURSE NUMBER: AERO 3109 (3 semester hours)
SECTION NUMBER: 2382
CLASS MEETS: Tuesday, Thursday 11:00 AM – 12:15 PM
ROOM: Walker 204
PREREQUISITE(S): BUSA 3109 Principles of Marketing
TEXTBOOK: Airline Marketing and Management, Stephen Shaw, 6th ed., Ashgate
INSTRUCTOR: Dr. Richard Charles
OFFICE LOCATION: Peacock Hall Room 4
OFFICE HOURS: Tuesday, Thursday 1:00 PM – 4:00 PM
OFFICE PHONE: (478) 934-3130
Course Description: This course introduces the theory, objectives, methods, and
challenges of airline marketing. It applies the foundational
principles and approaches to marketing learned in BUSA 3109,
Principles of Marketing, to the marketing of airline services.
Knowledge areas include the nature of the markets for airline
services (passenger and freight), the structure of airline marketing
organizations and their role in the airline company, approaches to
airline marketing and branding, methods of marketing airlines,
Global Distribution Systems, the role of travel agencies, airline
alliances, legal and regulatory issues on both national and
Examinations: Quizzes There will be two quizzes during the semester, each
scheduled approximately at the mid-point of the half-semester.
These are completion-type quizzes that evaluate your ability to
recall information presented in class lectures and discussions, and
in assigned study materials both in the textbook and extra reading
materials. These quizzes are 20-30 questions in length.
Exams The mid-term examination is an essay-type test in which
you will be presented with three questions and asked to choose
one. The question will ask you to explain a marketing concept or
process. You will answer the question in essay form and will be
expected to support your answer with facts and data. These are not
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The final examination is an essay-type test in which you will be
presented with three questions and asked to choose one. The
question will present a marketing problem that you will be expected
to solve, identifying the concepts, strategy, and methods you have
employed to solve the problem, and to clearly state your conclusion.
Writing: Early in the semester you will be given a writing assignment. Each
student will research an airline’s methods and approach to
marketing. Airlines will be assigned by the instructor. Each student
will write a paper of 5-10 pages in length, formatted according to
APA, Chicago, Turabian, or the method of the student’s choice
(approved by the instructor), summarizing and explaining how the
airline markets its services. The paper will be turned in toward the
end of the semester. The student also will prepare a ten minute
PowerPoint presentation summarizing the contents of the paper,
and make a ten minute presentation to the class toward the end of
Grading: The final letter grade for the course is a weighted composite of the
numerical grades earned for two quizzes, two examinations, one
writing/presentation assignment, and the student’s class attendance
and participation record. The final grade is calculated as follows:
Quiz #1: 10%
Quiz #2: 10%
Mid-Term Examination: 25%
Final Examination: 30%
Research Paper/Presentation: 20%
Class Attendance/Participation: 5%
Final Score/Grade: 90-100: A
80- 89: B
70- 79: C
60- 69: D
On-Line Content The course syllabus and assigned outside readings are available
on-line in Georgia View (the Middle Georgia College on-line
program) accessed at www.mgc.edu/mgconline. To access the
course, the first part of your MGC E-mail address (name) is your
Username. Your ―927‖ number is your Password
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Student Learning A student who successfully completes this course of instruction will
Outcomes be able to:
1. Describe the nature of markets for airline services
2. Explain the structure and functionality of airline marketing
3. Describe different ways that airline services are branded and
4. Explain how global distribution systems work and the role of
travel agencies in the contemporary air travel market
5. Explain the role of airline alliances in airline marketing
6. Demonstrate an understanding of national and international
regulatory issues as they impact airline marketing
DATE PREPARATION SUBJECT
Tue Aug 17 N/A First day of class—Introduction to the course, explanations
of course objectives, classroom policy.
Thu Aug 19 Shaw 1:1, 2:1, 2:2 Understanding the market for air transport services.
Tue Aug 24 Assigned outside Understanding the market for air transport services.
Thu Aug 26 Shaw 2:3, 2:4 Segmenting the market for air transport services.
Research paper assignments.
Tue Aug 31 Shaw 8:1, 8:2 Branding air transport services.
Thu Sep 2 Shaw 6:1, 6:2 Pricing and revenue management.
Tue Sep 7 Shaw 6:3 Pricing and revenue management.
Thu Sep 9 Review materials Quiz #1
Tue Sep 14 Shaw 5:1, 5:2 Marketing product analysis: airline applications.
Thu Sep 16 Shaw 5:3, 5:4, Marketing product analysis: airline applications.
5:5, 5:6 Assigned
Tue Sep 21 Shaw 4:1 Marketing strategy
Thu Sep 23 Shaw 4:2 Marketing strategy
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Tue Sep 28 Shaw 4:3, 4:4 Marketing strategy
Thu Sep 30 Shaw 4:5 Marketing strategy
Tue Oct 5 Review materials Mid-Term Examination
Thu Oct 7 Shaw 7:1, 7:2, Product distribution
Fri Oct 8 N/A Last day to drop without penalty
Tue Oct 12 Assigned outside Product distribution
Thu Oct 14 Shaw 3:1, 3:2, 3:3 The airline marketing environment
Tue Oct 19 Shaw 3:4, 3:5, 3:6 The airline marketing environment
Thu Oct 21 Shaw 9:1, 9:2, 9:3 Relationship marketing
Tue Oct 26 Shaw 10:1, 10:2, Advertising, selling
Thu Oct 28 Shaw 10:4, 10:5 Advertising, selling
Tue Nov 2 Shaw 11 The future of airline marketing
Thu Nov 4 Review materials Quiz #2 Research papers due.
Tue Nov 9 N/A Research presentations
Thu Nov 11 N/A Research presentations
Tue Nov 16 N/A Research presentations
Thu Nov 18 N/A Research presentations
Tue Nov 23 N/A Research presentations
Thu Nov 25 N/A Thanksgiving Holiday
Tue Nov 30 N/A Research presentations
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Thu Dec 2 N/A Discussion—review for final examination. Last scheduled
Tue Dec 7 Review materials Final Examination
10:15-12:15PM and notes
COURSE AND CLASSROOM POLICIES
Academic Integrity Each student is expected to possess and demonstrate the highest
possible degree of academic integrity. ―Academic dishonesty‖
consists principally (although not solely) of representing the work of
others as your own either in the form of plagiarism of published
materials, copying the work or answers of others students, or
―cheating‖ in its various forms. Each student is held directly
responsible for academic integrity and should consult with the
instructor for advice if there is any question as to what constitutes
academic dishonesty in any of its various forms. For additional
information and your rights and procedures concerning violations of
academic integrity, refer to the MGC Student Handbook (Rev
August 2009) Academic Dishonesty Policies and Procedures (pp.
16-19) and Conduct Information and Regulations (pp. 19 Section I.
Attendance Class attendance is not an option. Missing more than four class
sessions for valid reasons resulting from circumstances over which
the student has no control, will lead to withdrawal from the course.
Missing more than two class sessions without valid reasons will
result in the student being dropped from the course. If a student
misses a class he/she should be certain to consult with other
students in the class to obtain information covered in class that was
missed. Five percent of the final grade for the course represents
―Attendance/Participation.‖ The value of this score is determined by
the instructor based on his/her general impressions of the student’s
performance in class, as well as attendance records. This element
of the final grade may be used by the instructor to increase or
decrease a final grade that is otherwise close to the threshold
between two letter grades.
Tardiness The late threshold is ten minutes. If a student is less than ten
minutes late to class he/she should be certain to consult with other
students in the class to obtain information covered in class that was
missed. If a student is more than ten minutes late the class will be
considered missed (and the attendance policy applies). It is the
student’s decision whether or not to attend that particular class. It is
highly recommended that the student attend.
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Cell Phones/Laptops The inappropriate use of cell phones or laptop computers during
class is disruptive and disrespectful of others. The use of cell
phones or cell phone-related devices by students in class is
prohibited at Middle Georgia College. Laptop computers may be
used in class only for note-taking or for other purposes specifically
authorized by the instructor. These devices also are known to be
useable in class for access to unauthorized information and to
facilitate academic dishonesty. Violations of the Middle Georgia
College policy on cell phones and laptop computers in class will
constitute grounds for disciplinary action which can range from
warnings or grade reductions to dismissal.
Students who may require emergency contact during class periods
should provide outside parties with contact information for
appropriate staff at the college who can locate and access students
Cochran Campus: Campus Police (478) 934-3002
Eastman Campus: Campus Director (478) 374-6700
Dublin Campus: Campus Director (478) 274-7808
A NOTE FROM DR. CHARLES
My effort to ―teach‖ is meaningless without your effort to ―learn‖. I really can’t ―teach‖ you
anything, per se; all I can do is facilitate your effort to ―learn‖. Abe Lincoln learned everything by
himself, from books. You are free to attempt that method. Attending college, however, means
that someone is paying a good deal of money for you to be here—you, your parents, the
taxpayer, or a contributor to a scholarship fund. It is disrespectful to waste the time, effort, or
money of others expended on your behalf.
When you graduate from college and go out into the world to seek employment, no one
will care that you have a degree, beyond your meeting the credentialing requirement to qualify
for one position or another. Once you’re in a job or position, others have only one level of
interest in you, professionally: With regard to your performance, they want to know what do you
know and what can you do? The interests and objectives of everyone in the faculty, staff, and
administration at Middle Georgia College are to assist you in every way possible, to show you
the way to meeting those expectations, so that you will succeed—wildly.
Never hesitate to ask for help. That’s what we’re here for. Apply yourself to learning,
―getting smart,‖ and conducting yourself with honesty and integrity. Erase from your memory
anything you’ve ever heard that sounds like, ―Just get the degree and don’t worry about how to
get it. You’ll learn what you need on the job.‖ The bottom levels of businesses and the
basements of organizations around the world are littered with disillusioned college graduates
who tried to scam the system..
Remember, call any time and let me know what I can do to help.
Rick Charles, Ph.D.
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