Syllabus for AVT-305



This course will provide 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 do the work of the course. The required textbook is available from the University’s textbook supplier, MBS Direct.

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: 1, 4


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.

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 Web site.

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 Web site) 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 Web site. 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 Web site 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 Web site 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, etc.).


First Steps to Success

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

Study Tips

Consider the following study tips for success:


Thomas Edison State University is committed to maintaining academic quality, excellence, and honesty. The University expects all members of its community to share the commitment to academic integrity, an essential component of a quality academic experience.

Students at Thomas Edison State University are expected to exhibit the highest level of academic citizenship. In particular, students are expected to read and follow all policies, procedures, and program information guidelines contained in publications; pursue their learning goals with honesty and integrity; demonstrate that they are progressing satisfactorily and in a timely fashion by meeting course deadlines and following outlined procedures; observe a code of mutual respect in dealing with mentors, staff, and other students; behave in a manner consistent with the standards and codes of the profession in which they are practicing; keep official records updated regarding changes in name, address, telephone number, or e-mail address; and meet financial obligations in a timely manner. Students not practicing good academic citizenship may be subject to disciplinary action including suspension, dismissal, or financial holds on records.

All members of the University community are responsible for reviewing the Academic Code of Conduct Policy in the University Catalog and online at

Academic Dishonesty

Thomas Edison State University expects all of its students to approach their education with academic integrity—the pursuit of scholarly activity free from fraud and deception. All mentors and administrative staff members at the University insist on strict standards of academic honesty in all courses. Academic dishonesty undermines this objective. Academic dishonesty can take the following forms:


Thomas Edison State University is committed to helping students understand the seriousness of plagiarism, which is defined as using the work and ideas of others without proper citation. The University takes a strong stance against plagiarism, and students found to be plagiarizing are subject to discipline under the academic code of conduct policy.

If you copy phrases, sentences, paragraphs, or whole documents word-for-word—or if you paraphrase by changing a word here and there—without identifying the author, or without identifying it as a direct quote, then you are plagiarizing. Please keep in mind that this type of identification applies to Internet sources as well as to print-based sources. Copying and pasting from the Internet, without using quotation marks and without acknowledging sources, constitutes plagiarism. (For information about how to cite Internet sources, see Online Student Handbook > Academic Standards > “Citing Sources.”)

Accidentally copying the words and ideas of another writer does not excuse the charge of plagiarism. It is easy to jot down notes and ideas from many sources and then write your own paper without knowing which words are your own and which are someone else’s. It is more difficult to keep track of each and every source. However, the conscientious writer who wishes to avoid plagiarizing never fails to keep careful track of sources.

Always be aware that if you write without acknowledging the sources of your ideas, you run the risk of being charged with plagiarism.

Clearly, plagiarism, no matter the degree of intent to deceive, defeats the purpose of education. If you plagiarize deliberately, you are not educating yourself, and you are wasting your time on courses meant to improve your skills. If you plagiarize through carelessness, you are deceiving yourself.

For examples of unintentional plagiarism, advice on when to quote and when to paraphrase, and information about writing assistance and originality report checking, click the links provided below.

Examples of Unintentional Plagiarism

When to Quote and When to Paraphrase

Writing Assistance at Smarthinking

Originality Report Checking at Turnitin

Disciplinary Process for Plagiarism

Acts of both intentional and unintentional plagiarism violate the Academic Code of Conduct.

If an incident of plagiarism is an isolated minor oversight or an obvious result of ignorance of proper citation requirements, the mentor may handle the matter as a learning exercise. Appropriate consequences may include the completion of tutorials, assignment rewrites, or any other reasonable learning tool in addition to a lower grade for the assignment or course. The mentor will notify the student and appropriate dean of the consequence by e-mail.

If the plagiarism appears intentional and/or is more than an isolated incident, the mentor will refer the matter to the appropriate dean, who will gather information about the violation(s) from the mentor and student, as necessary. The dean will review the matter and notify the student in writing of the specifics of the charge and the sanction to be imposed.

Possible sanctions include:

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