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 :	İngilizce
Level of the Course Unit :	LİSANS, TYY: + 6.Düzey, EQF-LLL: 6.Düzey, QF-EHEA: 1.Düzey
Type of the Course :	Zorunlu
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Dr.Öğr.Üyesi SEDA MUMLU KARANFİL
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	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.
Contents of the Course Unit:	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.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
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.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
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	-

SOURCE MATERIALS & RECOMMENDED READING
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.

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	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
	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	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
	Programme Learning Outcomes	Level of Contribution
		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
	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	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
	Programme Learning Outcomes	Level of Contribution
		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
	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	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
	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	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
	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
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

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)
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