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ISTANBUL GELİŞİM UNIVERSITY INFORMATION SYSTEM

PRINCIPLES OF MARKETING COURSE IDENTIFICATION AND APPLICATION INFORMATION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
AVM216 PRINCIPLES OF MARKETING 4 3 3 6

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week Preparatory Topics(Subjects) Method
1 - Marketing Concept; Development of marketing understanding and approaches; Importance of Marketing in the Aviation Sector -
2 - Marketing Environment, Relationships between marketing and the environment. Analysis of macro and micro environmental factors. Effects on the Aviation Sector -
3 - Marketing Information System and Market Research (with examples from airlines) -
4 - Consumer Behavior, Consumer Decision-Making Process, and Passenger Profiles -
5 - Positioning and Brand Management (Airline Brands) -
6 - Marketing Mix: Product and Service Design (Airline Services) -
7 - Pricing Strategies and Revenue Management -
8 - MID-TERM EXAM -
9 - Distribution Channels and Digitalization (Online Reservation Systems) -
10 - Promotion and Retention Activities (Loyalty Programs, Miles&Smiles, etc.) -
11 - Customer Relationship Management, Experiential Marketing, and Passenger Experience -
12 - Digital Marketing and Social Media (Airline Campaigns) -
13 - Crisis Management and Reputation Management (with Industry Examples) -
14 - Sustainability and Green Marketing (Environmentally Friendly Practices) -
15 - General Evaluation and Current Developments in the Industry -
16 - FINAL EXAM -
17 - FINAL EXAM -