AVSC 1010 COURSE PREVIEW
Aviation Marketing and Customer Service
Teaches principles of aviation marketing, market research and promotional concepts. Covers planning and coordination, advertising, and media as well as sales presentations. Explores aviation trade shows trade events, and networking as industry marketing tools. Covers the history of customer service in the aviation industry. Introduces customer service principles applicable to both general and commercial aviation. Analyzes customer rights and carrier responsibilities and explores diffusion of confrontational customers. Analyzes airline and corporate cultures and resulting effects on employees and customers.
Students will be able to summarize marketing efforts of current aviation organizations.
- Students will identify specific examples of steps in the marketing process.
- Students will explain how specific companies have benefited from building customer relationships.
Students will be able to adjust a marketing plan according to the current marketing environment.
- Students will be able to analyze the marketing environment in aviation.
- Students will explain the effect of the environment on marketing.
- Students will discuss how to adapt to a changing environment.
Students will be able to utilize marketing information to create valuable customer insights.
- Students will be able to interpret gathered marketing information.
- Students will conduct marketing research.
- Students will explain the process of gathering and interpreting information.
Students will be able to model buyer behavior
- Differentiate between consumer and business markets.
- List major factors that influence buyer behavior
- Explain the buyer decision process
Students will explain how to create value for target customers through a variety of marketing tools and efforts.
- Students will be able to define the four segmentation variables: geographic, demographic, psychographic and behavioral.
- Students will illustrate how to create differential value targeted segments.
- Students will demonstrate how to position a product or brand through a detailed differentiation and positioning strategy.
Students will demonstrate how to build costumer value through products, services and brands.
- Students will be able to define products, services, and experiences as it relates to marketing. ÊÊÊÊÊÊÊÊ
- Students will explain specific marketing strategies for service firms.
- Students will be able to define and understand the difference of product line decisions as well as product portfolio decisions.
- Students will be able to explain why branding strategies are so important in marketing.
Students will illustrate the risk and rewards involved with new product development and define specific new product development strategies.
- Students will explain how to manage new product development processes and strategies.
- Students will be able to recognize additional product services and considerations.
- Students will be able to define the stages of the product life cycle (PLC) and how marketing strategies change during the PLC.
Students will illustrate the importance of pricing in marketing strategy and define why it is a major marketing mix tool.
- Students will summarize the 3 major pricing strategies
- Students will define price and illustrate its importance in marketing strategy.
- Students will explain how companies adjust their prices to take into account different types of customers and situations.
- Students will explain possible legal and social issues that can effect pricing.
Students will define the nature and importance of marketing channelsÊÊ
- Students will illustrate how the importance of supply chains and illustrate why companies must work with several partners to accomplish a task
- Students will explain several channel decisions manufacturers face
- Students will explain the nature and importance of marketing logistics.
Students will be able to define the importance of the retailing and wholesaling channel functions.
- Students will define the role of retailers as well as describe the major types of retailers
- Students will discuss some of the latest retail technology.
- Students will define wholesaling and discuss 3 major groups that wholesalers all into: merchant wholesalers, agents and brokers, and manufacturers sales branches and offices
- Students will explain the latest trends in wholesaling
Students will discuss the importance and identify needs of integrated marketing communications
- Students will explain the 5 major promotion tools as they relate to the marketing communications mix: advertising, sales promotion, personal selling, public relations, and direct marketing.
- Students will be able to illustrate an effective marketing communications process
- Students will list the methods used to create a total promotion budget.
Students will explain how advertising and public relations play integral roles in a promotion mix
- Students will define the role of advertising
- Students will explain advertising strategy and define the two elements involved in advertising strategy: messages and media
- Students will define the role of public relations
- Students will illustrate the role and impact public relations plays in advertising.
Students will explain the importance of selling and sales promotion in integrated marketing communications
- Students will define personal selling and discuss the role it plays within the promotion mix
- Students will illustrate the different structures within a sales force: territorial sales force structure, product sales force structure, customer sales force structure, and complex sales force structures.
- Students will illustrate way to supervise, motivate and evaluate salespeople.
- Students will define and then develop a sales promotion program
Students will illustrate the importance of direct marketing and describe why it is the fastest-growing form of marketing today.
- Students will illustrate the benefits of direct marketing to customers and companies.
- Students will discuss how “online marketing” is the fastest growing form of direct marketing
- Students will describe public policy and ethical issues that arise within direct marketing
- Students will list and give a complete definition of the major approaches of direct marketing.
Students will define 3 additional topics within marketing: creating competitive advantages, global marketing, and social and environmental marketing sustainability
- Students will define the steps involved in the creation and implementation of a competitor analysis
- Students will define approaches to competitive marketing strategies
- Students will discuss opportunities and threats within global marketing today
- Students will explain the decisions companies are faced with when entering the global marketplace
- Students will describe the social responsibility and ethics associated with sustainable marketing