| Objectives: |
The aim of this course is to examine marketing concepts and principles with a focus on the airline and aviation industry, enabling students to understand industry-specific marketing strategies, applications, and current developments. Students will be able to analyze marketing processes in airline companies and the aviation industry, develop industry-specific marketing plans, and gain competence in customer-oriented approaches. |
| Content: |
The course will cover the basic concepts of marketing, marketing mix, marketing strategies in the airline and aviation industry, customer relationship management, consumer behavior, digital marketing, pricing, distribution and promotion strategies, industry-specific legal regulations and ethical issues, customer experience and loyalty programs in airlines, crisis management, and sustainability. Additionally, students will gain practical knowledge through sector-specific case studies and current applications. |