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AIRLINE MARKETING DERS TANITIM VE UYGULAMA BİLGİLERİ

Kodu Dersin Adı Yarıyıl Süresi(T+U) Kredisi AKTS Kredisi
AVM418 AIRLINE MARKETING 8 3 3 7

DERS BİLGİLERİ

Dersin Öğretim Dili : İngilizce
Dersin Düzeyi LİSANS, TYY: + 6.Düzey, EQF-LLL: 6.Düzey, QF-EHEA: 1.Düzey
Dersin Türü Zorunlu
Dersin Veriliş Şekli -
Dersin Koordinatörü Dr.Öğr.Üyesi SEDA MUMLU KARANFİL
Dersi Veren Öğretim Üyesi/Öğretim Görevlisi
Ders Ön Koşulu Yok

AMAÇ VE İÇERİK

Amaç: havayolu işletmelerinde pazar kavramı, pazarlamanın önemi ve havayolu taşımacılığında pazarlama ihtiyacı gibi konular hakkında teorik bilgi kazandırılması ve bu bilgilerin kullanılarak havayolu işletmeleri için pazar kaynakları ve havayolu taşımacılığındaki pazarlama sorunları gibi konular üzerinde çözüm yolları geliştirilip, analizler yapılması amaçlanmaktadır.
İçerik: Pazarlamanın Temel Kavram Ve Konuları İle Başlayarak, Havayolu İşletmeleri İçin Pazar, Pazarlama Stratejileri; Havayolu Pazarlamasında Fiyatlandırma Konusunda Karşılaşılan Sorunlar, Dağıtım Sistemleri, Havayolu İşletmelerinde Satış: Reklam Ve Tutundurma Politikaları Gibi Konular Oluşturmaktadır.

DERSİN ÖĞRENME ÇIKTILARI (Öğrenciler, bu dersi başarı ile tamamladıklarında aşağıda belirtilen bilgi, beceri ve/veya yetkinlikleri gösterirler.)

Pazarlama Ve Havayolu Pazarlaması İle İlgili Temel Kavramları Tanımlar.
Pazarlama Stratejisi Oluştururken Göz Önünde Bulundurulması Gereken İç Ve Dış Faktörleri Açıklar.
Reklam, Tanıtım, Markalaşma ve Müşteri Sadakati Arasındaki Bağlantıları Değerlendirir.
Farklı Havayolu İşletmelerindeki Çeşitli Pazarlama Sorunlarına Örnek olaylar üzerinden Çözüm Geliştirir.

HAFTALIK DERS KONULARI VE ÖNGÖRÜLEN HAZIRLIK ÇALIŞMALARI

Hafta Ön Hazırlık Konular Yöntem
1 Kitaptan ilgili bölümün okunması Pazarlama, Hizmet Kavramları Ve Hava Taşımacılığı Hizmetleri İçin Pazar Anlatım, Soru Cevap, Tartışma, İnceleme
2 Kitaptan ilgili bölümün okunması Havayolu Sektörü Pazarlama Çevresi Anlatım, Soru Cevap, Tartışma, İnceleme
3 Kitaptan ilgili bölümün okunması Havayolu İşletmelerinde Rekabet Stratejileri Anlatım, Soru Cevap, Tartışma, İnceleme
4 Kitaptan ilgili bölümün okunması Havayolu Pazarlamasında Ürün Ve Marka Yönetimi Anlatım, Soru Cevap, Tartışma, İnceleme
5 Kitaptan ilgili bölümün okunması Havayolu Pazarlamasında Ürün Ve Marka Yönetimi Anlatım, Soru Cevap, Tartışma, İnceleme
6 Kitaptan ilgili bölümün okunması Havayolu Pazarlamasında Ürün Ve Marka Yönetimi Anlatım, Soru Cevap, Tartışma, İnceleme
7 Kitaptan ilgili bölümün okunması Havayolu Pazarında Fiyatlama Ve Gelir Yönetimi Anlatım, Soru Cevap, Tartışma, İnceleme
8 - ARA SINAV -
9 Kitaptan ilgili bölümün okunması Havayolu Pazarında Fiyatlama Ve Gelir Yönetimi Anlatım, Soru Cevap, Tartışma, İnceleme
10 Kitaptan ilgili bölümün okunması Havayolu Pazarlamasında Dağıtım Anlatım, Soru Cevap, Tartışma, İnceleme
11 Kitaptan ilgili bölümün okunması Havayolu Pazarlamasında Tutundurma Anlatım, Soru Cevap, Tartışma, İnceleme
12 Kitaptan ilgili bölümün okunması Havayolu Sektöründe İlişkisel Pazarlama, Müşteri Değeri Ve Müşteri Sadakati Anlatım, Soru Cevap, Tartışma, İnceleme
13 Kitaptan ilgili bölümün okunması Havayolu Sektöründe İlişkisel Pazarlama, Müşteri Değeri Ve Müşteri Sadakati Anlatım, Soru Cevap, Tartışma, İnceleme
14 Kitaptan ilgili bölümün okunması Havayolu Taşımacılığında Yeni Gelişmeler Anlatım, Soru Cevap, Tartışma, İnceleme
15 Kitaptan ilgili bölümün okunması Havayolu Pazarlamasının Geleceği Anlatım, Soru Cevap, Tartışma, İnceleme
16 - FİNAL -
17 - FİNAL -

KAYNAKLAR

Stephen Shaw, (2007), Airline Marketing and Mangement, Sixth Edition, Ashgate Publishing Company
Zeliha Eser ve Özlem Atalık, (2016), Havayolu Pazarlaması, Eskişehir: Anadolu Üniversitesi Yayınları
Sevgi Ayşe Öztürk, (2013) Hizmet Pazarlaması, 14. Baskı, Ekin Basım Yayın
Ambrose, S., & Waguespack, B. (2021). Fundamentals of Airline Marketing. Routledge.

ÖLÇME VE DEĞERLENDİRME

Yarıyıl İçi Yapılan Çalışmaların Ölçme ve Değerlendirmesi Etkinlik Sayısı Katkı Yüzdesi Açıklama
(0) Etkisiz (1) En Düşük (2) Düşük (3) Orta (4) İyi (5) Çok İyi
0 1 2 3 4 5

DERSİN PROGRAM ÖĞRENME ÇIKTILARINA KATKISI

KNOWLEDGE
Theoretical
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
Explain the historical development process of Aviation Management.
2
2
Explain the historical development process of Aviation Management.
2
3
Explain the historical development process of Aviation Management.
2
4
Explain the historical development process of Aviation Management.
2
5
Use computer programs related to Aviation Transportation.
0
6
Use computer programs related to Aviation Transportation.
0
7
Use computer programs related to Aviation Transportation.
0
8
Use computer programs related to Aviation Transportation.
0
9
Define basic concepts related with aviation management.
4
10
Define basic concepts related with aviation management.
4
11
Define basic concepts related with aviation management.
4
12
Define basic concepts related with aviation management.
4
KNOWLEDGE
Factual
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
4
2
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
4
3
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
4
4
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
4
5
Classify the relationship between the basic functions of the business and the interactions between these functions.
5
6
Classify the relationship between the basic functions of the business and the interactions between these functions.
5
7
Classify the relationship between the basic functions of the business and the interactions between these functions.
5
8
Classify the relationship between the basic functions of the business and the interactions between these functions.
5
9
Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.
4
10
Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.
4
11
Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.
4
12
Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.
4
13
Explain the concepts of entrepreneurship and innovation with the field.
5
14
Explain the concepts of entrepreneurship and innovation with the field.
5
15
Explain the concepts of entrepreneurship and innovation with the field.
5
16
Explain the concepts of entrepreneurship and innovation with the field.
5
SKILLS
Cognitive
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
Manage operational activities related to the airline.
4
2
Manage operational activities related to the airline.
4
3
Manage operational activities related to the airline.
4
4
Manage operational activities related to the airline.
4
5
Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.
5
6
Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.
5
7
Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.
5
8
Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.
5
SKILLS
Practical
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
Prepare written agreements with relevant institutions in accordance with the legislation.
4
2
Prepare written agreements with relevant institutions in accordance with the legislation.
4
3
Prepare written agreements with relevant institutions in accordance with the legislation.
4
4
Prepare written agreements with relevant institutions in accordance with the legislation.
4
5
Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.
5
6
Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.
5
7
Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.
5
8
Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.
5
9
Manage all phases from planning to implementation of aviation operations as a member of a team.
5
10
Manage all phases from planning to implementation of aviation operations as a member of a team.
5
11
Manage all phases from planning to implementation of aviation operations as a member of a team.
5
12
Manage all phases from planning to implementation of aviation operations as a member of a team.
5
13
Cooperate with stakeholders related to air transport.
4
14
Cooperate with stakeholders related to air transport.
4
15
Cooperate with stakeholders related to air transport.
4
16
Cooperate with stakeholders related to air transport.
4
17
Develop the modern techniques and tools necessary for applications related to the field.
4
18
Develop the modern techniques and tools necessary for applications related to the field.
4
19
Develop the modern techniques and tools necessary for applications related to the field.
4
20
Develop the modern techniques and tools necessary for applications related to the field.
4
OCCUPATIONAL
Autonomy & Responsibility
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
Execute a study in his/her field independently.
5
2
Execute a study in his/her field independently.
5
3
Execute a study in his/her field independently.
5
4
Execute a study in his/her field independently.
5
5
Decide as an individual or a team member to solve the problems encountered in applications related to the field.
4
6
Decide as an individual or a team member to solve the problems encountered in applications related to the field.
4
7
Decide as an individual or a team member to solve the problems encountered in applications related to the field.
4
8
Decide as an individual or a team member to solve the problems encountered in applications related to the field.
4
OCCUPATIONAL
Learning to Learn
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
Evaluate advanced knowledge and skills in his/her field with a critical approach.
5
2
Evaluate advanced knowledge and skills in his/her field with a critical approach.
5
3
Evaluate advanced knowledge and skills in his/her field with a critical approach.
5
4
Evaluate advanced knowledge and skills in his/her field with a critical approach.
5
5
Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.
3
6
Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.
3
7
Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.
3
8
Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.
3
OCCUPATIONAL
Communication & Social
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
Communicate with people and institutions related to the field in writing and verbally.
5
2
Communicate with people and institutions related to the field in writing and verbally.
5
3
Communicate with people and institutions related to the field in writing and verbally.
5
4
Communicate with people and institutions related to the field in writing and verbally.
5
5
Explain his/her thoughts on the issues related to the field and suggestions for solutions to the problems by the related departments by using supporting quantitative and qualitative data.
5
6
Explain his/her thoughts on the issues related to the field and suggestions for solutions to the problems by the related departments by using supporting quantitative and qualitative data.
5
7
Explain his/her thoughts on the issues related to the field and suggestions for solutions to the problems by the related departments by using supporting quantitative and qualitative data.
5
8
Explain his/her thoughts on the issues related to the field and suggestions for solutions to the problems by the related departments by using supporting quantitative and qualitative data.
5
9
Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.
5
10
Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.
5
11
Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.
5
12
Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.
5
OCCUPATIONAL
Occupational and/or Vocational
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
Manage airports and terminal operations efficiently using aviation and business information.
3
2
Manage airports and terminal operations efficiently using aviation and business information.
3
3
Manage airports and terminal operations efficiently using aviation and business information.
3
4
Manage airports and terminal operations efficiently using aviation and business information.
3

DERSİN İŞ YÜKÜ VE AKTS KREDİSİ

Öğrenme-Öğretme Etkinlikleri İş Yükü
Öğrenme-Öğretme Etkinlikleri Etkinlik(hafta sayısı) Süresi(saat sayısı) Toplam İş Yükü
Ders 14 3 42
Derse Ön Hazırlık ve Ders Sonrası Pekiştirme 13 4 52
Arazi Çalışması 0 0 0
Grup Çalışması / Ödevi 0 0 0
Laboratuvar 0 0 0
Okuma 0 0 0
Ödev 0 0 0
Proje Hazırlama 0 0 0
Seminer 0 0 0
Staj 0 0 0
Teknik Gezi 0 0 0
Web Tab. Öğrenme 0 0 0
Uygulama 0 0 0
Yerinde Uygulama 0 0 0
Mesleki Faaliyet 0 0 0
Sosyal Faaliyet 0 0 0
Tez Hazırlama 0 0 0
Alan Çalışması 0 0 0
Rapor Yazma 0 0 0
Final Sınavı 1 1 1
Final Sınavı Hazırlığı 3 18 54
Ara Sınav 1 1 1
Ara Sınav Hazırlığı 2 13 26
Kısa Sınav 0 0 0
Kısa Sınav Hazırlığı 0 0 0
TOPLAM 34 0 176
Genel Toplam 176
Toplam İş Yükü / 25.5 6,9
Dersin AKTS(ECTS) Kredisi 7,0