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LO1-the role, context and purpose of services marketing in the context of aviation and creative industries

Post Date: 17 - Feb - 2020




Second Assignment


 Module Title:

Marketing for Aviation and the Creative Industries (LT4013)

Module Leader:

Nick Coleman/Milan Todorovic

Contact No.:


Assignment Title:

Individual Report



Submission Deadline:

Monday 9th March 2020 by 15:00pm (3pm)


Learning Outcomes


On successful completion of the module the student will be able to:

  1. Define the role, context and purpose of services marketing in the context of aviation and creative industries, and be able to select and apply appropriate services marketing concepts and models to aviation and creative industries (LO1)
  2. Demonstrate an understanding of the marketplace and services buying behaviour with the aim of developing a customer-driven marketing strategy and services marketing mix programmes for aviation and creative industries (LO2)
  3. Demonstrate knowledge of the implementation, organisation and control of services marketing programmes and alternative ways of building profitable and sustainable relationships with customers within aviation and creative industries (LO3)




Assessment 2 (LO2): Individual written report (2000 words, 40%)


The aim of the assessment is to enable you to apply the knowledge gained during the module. You are required to:

  • Identify and describe potential marketing opportunities in your chosen industry using appropriate analytical techniques such as Porter’s 5 forces model, PESTLE and SWOT Analysis, as appropriate.
  • Choose a service organisation within your chosen industry and describe how the organisation segments the market, targets specific customers, differentiates itself from direct/indirect competitors and has succeeded in gaining a unique position within the industry.
  • Provide a brief description of the marketing mix programmes developed by your chosen service organisation. Here you should explain how the service provider creates, communicates and delivers value to its selected customers.  
  • Draw conclusions and provide realistic and effective recommendations for service provider.

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