HAVAYOLU PAZARLAMASI PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HAY353	HAVAYOLU PAZARLAMASI	5	3	3	7

GENERAL INFORMATION
Language of Instruction :	Turkish
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:	The aim is to provide students with theoretical knowledge on topics such as the concept of the market in airline companies, the importance of marketing, and the need for marketing in air transportation. In addition, based on this knowledge, it is aimed to analyze market resources and marketing problems for airline companies and to develop solution proposals.
Contents of the Course Unit:	It covers the basic concepts and topics of marketing, as well as market structure, marketing strategies for airline companies, problems encountered in the pricing process, distribution systems, and sales, advertising, and promotion policies.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Defines the basic concepts related to marketing and airline marketing.
Explains the internal and external factors that should be considered when developing a marketing strategy.
Analyzes the impact of advertising on branding.
Develops solutions to various marketing problems in different airline companies through case studies.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Literature review, examination of relevant book and article chapters, and review of lecture notes.	Marketing, Service Concepts, and Market for Air Transport Services	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
2	Literature review, examination of relevant book and article chapters, and review of lecture notes.	Marketing Environment in the Airline Industry	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
3	Literature review, examination of relevant book and article chapters, and review of lecture notes.	Competitive Strategies in Airline Companies	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
4	Literature review, examination of relevant book and article chapters, and review of lecture notes.	Product and Brand Management in Airline Marketing	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
5	Literature review, examination of relevant book and article chapters, and review of lecture notes.	Product and Brand Management in Airline Marketing	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
6	Literature review, examination of relevant book and article chapters, and review of lecture notes.	Product and Brand Management in Airline Marketing	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
7	Literature review, examination of relevant book and article chapters, and review of lecture notes.	Pricing and Revenue Management in the Airline Market	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
8	Literature review, examination of relevant book and article chapters, and review of lecture notes.	Distribution in Airline Marketing	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
9	Literature review, examination of relevant book and article chapters, and review of lecture notes.	Promotion in Airline Marketing	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
10	-	MID-TERM EXAM	-
11	Literature review, examination of relevant book and article chapters, and review of lecture notes.	Relationship Marketing, Customer Value, and Customer Loyalty in the Airline Industry	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
12	Literature review, examination of relevant book and article chapters, and review of lecture notes.	Relationship Marketing, Customer Value, and Customer Loyalty in the Airline Industry	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
13	Literature review, examination of relevant book and article chapters, and review of lecture notes.	New Developments in Air Transportation	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
14	Literature review, examination of relevant book and article chapters, and review of lecture notes.	The Future of Airline Marketing	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
15	Literature review, examination of relevant book and article chapters, and review of lecture notes.	General Review	Oral presentation and visual demonstration method, interactive question-and-answer technique, discussion management.
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Atalık, Ö. (2014). Havayolu pazarlaması. Eskişehir: Anadolu Üniversitesi Yayınları.
Shaw, S. (2016). Marketing and management (17th ed.). USA: Routledge.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description	Examination Method
Mid-Term Exam	1	50		Classical Exam
Final Exam	1	50		Classical Exam
TOTAL	2	100

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.					4
2	Use computer programs related to Aviation Transportation.			2
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.				3
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.				3
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.						5
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.				3
2	Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.			2
3	Manage all phases from planning to implementation of aviation operations as a member of a team.						5
4	Cooperate with stakeholders related to air transport.						5
5	Develop the modern techniques and tools necessary for applications related to the field.			2

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.						5

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.						5

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.						5

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