SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
60414MEEOZ-CAM0156	Marketing in Aviation	3	Spring	3	0	3	6

Course Type :	Compulsory
Cycle:	Bachelor TQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Language of Instruction:	English
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi BEHİYE BEĞENDİK
Dersin Öğretim Eleman(lar)ı:
Dersin Kategorisi:	Programme Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:	In the light of modern techniques and strategies, to establish a solid marketing theory and information infrastructure, especially in the focus of service marketing.
Course Content:	In light of the basic marketing information, marketing practices in the aviation industry are evaluated. From marketing theories and knowledge, all aspects of aviation marketing and sales operations are addressed, Course focuses on marketing, marketing mix, marketing plan development, market segmentation and positioning, and social media marketing.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:



Knowledge *(Described as Theoritical and/or Factual Knowledge.)*
1) Evaluates the marketing environment in the food and beverage industry within the scope of the concept of marketing environment
2) Evaluates the aviation sector within the framework of service marketing.
3) Gains comprehensive knowledge about market research in the aviation industry.
4) Gains knowledge of the effects of product and brand concepts on marketing in the aviation industry.
5) Learns the activities of determining the price policy of the enterprise inaviation sector.
6) Gains knowledge in the implementation of marketing communication activities in aviation industry.
7) Gains knowledge of the distribution function of the marketing mix in the aviaition industry.
Skills *(Describe as Cognitive and/or Practical Skills.)*
1) Carries out market segmentation studies in aviation industry.
Competences *(Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)*

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Basic Concepts of Marketing
2)	Micro and macro marketing environment
3)	Marketing research process, marketing research methods, qualitative and quantitative research, marketing information systems
4)	Market segmentation, market targeting, market positioning, air passenger market
5)	Product, product classifications, new product development process
6)	Airline Business and Marketing Strategies, Porter's 'Five Forces' Strategy and Strategic Families
7)	Differentiation Airlines, Focus Strategies, Airline Business and Marketing Strategies: Mistakes
8)	Midterm Exam
9)	Differentiation Airlines, Focus Strategies, Airline Business and Marketing Strategies: Mistakes
10)	Product Analysis in Airline Marketing
11)	Pricing and Revenue Management In Airlines
12)	Distributing the Product
13)	Brand Management in Airline Marketing
14)	Relationship Marketing
15)	Airline Selling, Advertising and Promotional Policies
16)	Final Exam

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	To be able to explain the basic, theoretical and practical knowledge about aviation management.
2)	To be able to apply basic business functions and business processes.	5
3)	To be able to plan flight operations in airline companies, to be able to plan airport systems and airport ground services, to be able to plan the process of air cargo and dangerous goods transport (DGR).
4)	To be able to apply the theoretical knowledge in business life during a semester.
5)	To be able to provide solutions to the problems about passenger services.	4
6)	To be able to implement national and international legislation and regulations related to aviation law.
7)	To be able to apply the concepts of aviation safety and security and air traffic control and services in all areas.
8)	To be able to make weight and balance calculations in aircraft loading.
9)	To be able to acquire communication in a Foreign Language (English) competence defined on the level of at least B1 in European Language Portfolio. (In programs whose medium of instruction is English, on the level of B2/B2+).
10)	To be able to explain aviation navigation systems.
11)	Evaluates the norms and standards present in the works in which s/he takes responsibility in a critical point of view.
12)	To be able to participate as a team member and takes responsibility in the environments that require the solving of the conflicts and to be able to act as a leader when necessary.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Case Study
Views
Questions Answers

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Final Exam
Quiz

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Quizzes	2	% 20.00
Midterms	1	% 30.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	16	48	768
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	0	0	0
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	768
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	2	1	2
Midterms	1	1	1
Semester Final Exam	1	1	1
Total Workload of Assesment & Evaluation Activities	-	-	4
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			772
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6

Course Notes / Textbooks:	Stephen Shaw, Airline Marketing and Management, Oxfordshire, Routhledge, 2016
References:	Kotler, P., Principles of marketing, Harlow : Pearson Prentice Hall, 2008 Cam, A. C., Havayolu pazarlamasına giriş/ Pegem Akademi, 2019 Grumbridge, J. J. , Marketing management in air transport, London : Routledge, 2015. Kotler, P., Armstrong, G., Principles of Marketing, Pearson Prentence Hall, 2010 Shaw, Stephen, Airline Marketing and Management, AshGate E- Book, 6th Edition, 2007