Syllabus for AVT-305



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.



After completing this course, you should be able to:

CO1        Differentiate among strategies and approaches used in airline marketing.

CO2        Analyze components of the airline product life cycle.

CO3        Create a communication, social media, and digital advertising plan for the airline industry.

CO4        Analyze the components of a successful airline loyalty program.

CO5        Apply effective customer service strategies to situations in the airline industry.  

CO6        Examine key trends in airline distribution.


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. To purchase course materials, please visit the University's textbook supplier.

Required Textbooks

ISBN: 978-1409401490

Required Case Study

The case study can be purchased from Harvard Business Review.


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

Course objectives covered in this module: CO1, CO4


For your formal work in the course, you are required to participate in online discussion forums, complete written assignments, take a proctored midterm and final examination, and complete 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 document.

Discussion Forums

You are required to participate in six graded discussion forums. Discussion forums are on a variety of topics associated with 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 seven 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.


For a list of key concepts that may appear on your exams, refer to the study guides available in the Examinations section of the course website.

You are required to take two 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 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 exams 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

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

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:

If there is evidence that you have cheated or plagiarized in your exam, the exam will be declared invalid, and you will fail the course.

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.


Your grade in the course will be determined as follows:

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:






























Below 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).


First Steps to Success

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

Study Tips

Consider the following study tips for success:


To ensure success in all your academic endeavors and coursework at Thomas Edison State University, familiarize yourself with all administrative and academic policies including those related to academic integrity, course late submissions, course extensions, and grading policies.

For more, see:

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