Marketing Strategy of Laptop Computers

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					                            MIDDLE GEORGIA COLLEGE
                DIVISION OF AVIATION MANAGEMENT AND BUSINESS
                               FALL 2010 SEMESTER
                                COURSE SYLLABUS
COURSE

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
                      Publishing Company

INSTRUCTOR

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
E-MAIL:               rcharles@mgc.edu

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
                       international levels.

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
                       opinion pieces.

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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
                  the semester.


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%
                       TOTAL:                            100%

                       Final Score/Grade: 90-100:        A
                                          80- 89:        B
                                          70- 79:        C
                                          60- 69:        D
                                             <60:        F


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



                                Page 2 of 6
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
                            organizations
                         3. Describe different ways that airline services are branded and
                            marketed
                         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


CLASS SCHEDULE

   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.
             reading

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.
             Assigned outside
             reading

Thu Sep 9    Review materials Quiz #1
             and notes

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
             outside reading

Tue Sep 21   Shaw 4:1            Marketing strategy

Thu Sep 23   Shaw 4:2            Marketing strategy
                                       Page 3 of 6
Tue Sep 28   Shaw 4:3, 4:4        Marketing strategy

Thu Sep 30   Shaw 4:5         Marketing strategy
             Assigned outside
             reading

Tue Oct 5    Review materials Mid-Term Examination
             and notes

Thu Oct 7    Shaw 7:1,       7:2, Product distribution
             7:3, 7:4

Fri Oct 8    N/A                  Last day to drop without penalty

Tue Oct 12   Assigned outside Product distribution
             reading

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
             10:3

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.
             and notes

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
                                         Page 4 of 6
Thu Dec 2       N/A               Discussion—review for final examination. Last scheduled
                                  class meeting.

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.
                          Academic Dishonesty)

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.


                                         Page 5 of 6
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
                             in class:

                             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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