AIRLINE MARKETING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HYM418	AIRLINE MARKETING	8	3	3	7

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assist.Prof. SEDA MUMLU KARANFİL
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.
Develop the links between Advertising, Promotion, Branding and Customer Loyalty.

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
Ambrose, S., & Waguespack, B. (2021). Fundamentals of Airline Marketing. Routledge.
Shaw, S. (2016). Airline marketing and management. 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	Explain the historical development process of Aviation Management			2
2	Use computer programs related to Aviation Transportation	0
3	Define basic concepts related with aviation management.					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		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	Classify the relationship between the basic functions of the business and the interactions between these functions.						5
3	Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.					4
4	Explain the concepts of entrepreneurship and innovation with the field.						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Manage operational activities related to the airline.					4
2	Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.						5

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Prepare written agreements with relevant institutions in accordance with the legislation.					4
2	Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.						5
3	Cooperate with stakeholders related to air transport.						5
4	Develop the modern techniques and tools necessary for applications related to the field.					4
5	Manage all phases from planning to implementation of aviation operations as a member of a team.					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Execute a study in his/her field independently.						5
2	Decide as an individual or a team member to solve the problems encountered in applications related to the field.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluate advanced knowledge and skills in his/her field with a critical approach.						5
2	Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Communicate with people and institutions related to the field in writing and verbally.						5
2	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
3	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
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Manage airports and terminal operations efficiently using aviation and business information.				3

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	2	26
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	14	3	42
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	7	6	42
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	5	4	20
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	55	0	174