AIRLINE MARKETING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
AVM418	AIRLINE MARKETING	8	3	3	7

GENERAL INFORMATION
Language of Instruction :	English
Level of the Course Unit :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	This course aims to provide theoretical knowledge about the concept of market in airline companies, importance of marketing and marketing needs in airline transportation and to develop solutions for the airline companies in terms of market resources and marketing problems in airline transportation by using those information.
Contents of the Course Unit:	The contents of the course include the subjects such as Basic Concepts and Issues of Marketing; Market and Marketing Strategies for Airlines; Pricing Issues in Airline Marketing, Distribution Systems; Sales, Advertising and Promotion Policies in Airline Companies.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Define the basic concepts related to marketing and airway marketing.
Explain the Internal and External Factors to be Considered in Creating Marketing Strategy.
Develop the links between Advertising, Promotion, Branding and Customer Loyalty.
Solve Various Marketing Problems in Various Airline Companies through Case Studies.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading the relevant chapter in the coursebook	Concepts of Marketing, Services and Markets for Airline Transportation Services	Lecture, Question and Answer, Discussion
2	Reading the relevant chapter in the coursebook	Marketing Circle in the Airline Sector	Lecture, Question and Answer, Discussion
3	Reading the relevant chapter in the coursebook	Competition Strategies for Airline Companies	Lecture, Question and Answer, Discussion
4	Reading the relevant chapter in the coursebook	Product and Brand Management in Airline Market	Lecture, Question and Answer, Discussion
5	Reading the relevant chapter in the coursebook	Product and Brand Management in Airline Market	Lecture, Question and Answer, Discussion
6	Reading the relevant chapter in the coursebook	Product and Brand Management in Airline Market	Lecture, Question and Answer, Discussion
7	Reading the relevant chapter in the coursebook	Pricing and Income Management in Airline Market	Lecture, Question and Answer, Discussion
8	-	MID-TERM EXAM	-
9	Reading the relevant chapter in the coursebook	Pricing and Income Management in Airline Market	Lecture, Question and Answer, Discussion
10	Reading the relevant chapter in the coursebook	Distribution in Airline Market	Lecture, Question and Answer, Discussion
11	Reading the relevant chapter in the coursebook	Promotion in Airline Market	Lecture, Question and Answer, Discussion
12	Reading the relevant chapter in the coursebook	Relational Marketing, Customer Value and Customer Loyalty in Airline Market	Lecture, Question and Answer, Discussion
13	Reading the relevant chapter in the coursebook	Relational Marketing, Customer Value and Customer Loyalty in Airline Market	Lecture, Question and Answer, Discussion
14	Reading the relevant chapter in the coursebook	Developments in Airline Transportation	Lecture, Question and Answer, Discussion
15	Reading the relevant chapter in the coursebook	Future of Airline Transportation	Lecture, Question and Answer, Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Stephen Shaw, (2007), Airline Marketing and Mangement, Sixth Edition, Ashgate Publishing Company
Zeliha Eser ve Ozlem Atalik, (2016), Havayolu Pazarlamasi, Eskisehir: Anadolu Universitesi Publications
Shaw, S. (2016). Airline marketing and management. Routledge.
Ambrose, S., & Waguespack, B. (2021). Fundamentals of Airline Marketing. Routledge.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Defines/explains concepts of the area of Civil Aviation Management.
2	Possesses theoretical and practical knowledge supported by textbooks with updated information, practice equipments and other resource on basic level based on qualifications gained at secondary education level.
3	Identifies the process of the terms of Civil Aviation Management Program from past to present.
4	Identifies the packaged software of Civil Aviation Management Program.

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Possesses the basic legal, social and environmental knowledge that are needed by the aviation transportation and management.
2	Know the relationship between the basic functions of management. Classify and explain the relationships and intgeractions between these functions.
3	Has a sufficient level of consciousness about the issues of social rights, social justice, quality, cultural values and also about environmental protection, occupational health and safety.
4	Has an awareness on entrepreneurship and innovativeness.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Identifies aim and missions for the firms in the fiend of aviation.
2	Uses his/her knowledge of area by raising lifelong learning skills and social responsibility in business life.
3	Transfers the conceptual knowledge to the application.
4	Interprets and analyzes the information about the field, defines problems and offer solutions to them.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Makes agreements with institutions of Civil Aviation Management appropriate to legislation.
2	Puts into practice the conceptual and applied knowledge choosing appropriate anaytical methods and modelling techniques.
3	Has the ability to transfer the new information on the field to the employees and team members.
4	Able to communicate effectively and efficiently with the people and institutions in the field.
5	Able to use information technologies effectively and to develop modern techniques and utilities required by the applications in the fielf of civil aviation transport management.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Has ability to work independently on a project related to the field.
2	Takes responsibility both as a team member and an individual in order to provide that unforeseen complex activities faced in the practices in the field of Civil Aviation.
3	Takes risks and responsibility for the actualization of knowledge, ideas, practices or technologies that bring innovation to the field of Civil Aviation.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluates the advanced knowledge and skills s/he has acquired in the field of Civil Aviation with a critical approach.
2	Determines learning needs. Plans and manages activities to improve the work performance of his/hers subordinates in line with the learning objectives.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Informs people and institutions on issues related to the field of Civil Aviation, expresses his/her ideas and solution proposals for problems both in written and verbal ways.
2	Shares his/her ideas and solution proposals for problems related to the issues in the field of Civil Aviation with professionals and non-professionals with the support of qualitative and quantitative data.
3	Organizes and implements projects and activities for his/her social environment with a sense of social responsibility.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Has a sufficient level of knowledge on managing of the airports and terminals effectively, and also providing passengers a safe and comfortable travel.

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	13	4	52
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	0	0	0
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	3	18	54
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	2	13	26
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	34	0	176