| Course Objectives: |
The objective of this course is to provide students with an understanding of the fundamental concepts, strategies, and practices of brand management in the aviation industry. The course aims to examine how airline and aviation-related brands are positioned, perceived, and managed in a highly competitive and service-oriented environment.
By focusing on concepts such as brand equity, brand identity, brand experience, service quality, and customer loyalty, the course seeks to develop students’ ability to analyze and evaluate brand management decisions specific to the aviation sector. |
| Course Content: |
Basic concepts and terminology of brand management,
Brand management process in the aviation industry,
Characteristics of aviation services and service branding,
Brand identity, brand image, and brand positioning in airline companies,
Internal and external factors affecting aviation brands,
Measurement of brand equity and brand performance,
Customer experience, service quality, and brand loyalty in aviation,
Brand communication and reputation management,
Crisis management, safety perception, and brand trust,
Global airline brands and international branding strategies,
Brand strategy implementation and performance evaluation,
Case study analyses in the aviation industry. |
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:
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| Knowledge
(Described as Theoritical and/or Factual Knowledge.)
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1) Can explain the basic concepts, approaches, and processes related to brand management.
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2) Can distinguish between the concepts of brand identity, brand image, brand equity, and brand positioning.
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3) Can evaluate brand management strategies across different sectors and, when appropriate, relate them to examples from the aviation industry.
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| Skills
(Describe as Cognitive and/or Practical Skills.)
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1) Can develop brand strategies based on internal and external environment analyses and, when appropriate, interpret these strategies through examples from the aviation industry.
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| 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.)
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1) Can develop solutions to problems encountered in the brand management process individually or through teamwork, and, when appropriate, take aviation industry practices into account.
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| Week |
Subject |
Materials Sharing * |
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Related Preparation |
Further Study |
| 1) |
Introduction to branding and brand management
The role of brands and brand equity |
Ders Notları
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| 2) |
Customer-based brand equity (CBBE) model
Building strong brands |
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| 3) |
Brand knowledge: brand awareness and brand image
Brand associations and meaning |
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| 4) |
Brand positioning and differentiation
Points of parity and points of difference |
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| 5) |
Brand identity and brand elements
Choosing brand names, logos, and symbols |
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| 6) |
Brand communication strategies
Integrated marketing communications and branding |
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| 7) |
Brand experience and customer touchpoints
Managing brand interactions |
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| 8) |
Midterm |
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| 9) |
Measuring brand equity
Brand audits, tracking, and brand value |
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| 10) |
Brand architecture and brand portfolio strategies
Brand extensions and co-branding |
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| 11) |
Managing brands over time
Brand reinforcement and revitalization |
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| 12) |
Managing brands in different contexts
Global branding and cultural considerations |
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| 13) |
Student Presentations |
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| 14) |
Student Presentations |
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| Course Notes / Textbooks: |
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd Edition). Pearson Education
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| References: |
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd Edition). Pearson Education.
Kapferer, J. N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (4th Edition). Kogan Page.
Aaker, D. A. (2005). Markalama: Başarıya Ulaştıran 20 Temel İlke. (Çev. baskı). MediaCat Yayınları.
(Orijinal eser: Brand Portfolio Strategy)
Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th Edition). Pearson Education.
Hunt, S. D. (1991). Controversy in Marketing Theory: For Reason, Realism, Truth, and Objectivity. M.E. Sharpe.
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Programme Learning Outcomes |
Contribution Level (from 1 to 5) |
| 1) |
Knowledge in mathematics, natural sciences, basic engineering, and industrial engineering–specific subjects; and the ability to use this knowledge in solving complex engineering problems. |
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| 2) |
Ability to identify, formulate, and analyze complex engineering problems by applying knowledge of basic sciences, mathematics, and engineering, while taking into account the relevant UN Sustainable Development Goals. |
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| 3) |
Ability to design creative solutions to complex engineering problems; ability to design complex systems, processes, devices, or products in a way that meets present and future needs, while considering realistic constraints and conditions. |
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| 4) |
Ability to select and use appropriate techniques, resources, and modern engineering and informatics tools—including prediction and modeling—for the analysis and solution of complex engineering problems, with an awareness of their limitations. |
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| 5) |
Ability to use research methods—including literature review, experimental design, experimentation, data collection, analysis, and interpretation of results—for the investigation of complex engineering problems. |
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| 6) |
Knowledge of the impacts of engineering practices on society, health and safety, economy, sustainability, and the environment within the scope of the UN Sustainable Development Goals; awareness of the legal consequences of engineering solutions. |
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| 7) |
Knowledge of ethical responsibility and conduct in accordance with the principles of the engineering profession; awareness of acting impartially, without discrimination, and embracing diversity. |
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| 8) |
Ability to work effectively, individually and as a member or leader of intra-disciplinary and multi-disciplinary teams (face-to-face, remote, or hybrid). |
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| 9) |
Ability to communicate effectively on technical subjects, orally and in writing, by taking into account the diverse characteristics of the target audience (such as education, language, and profession). |
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| 10) |
Knowledge of business practices such as project management and economic feasibility analysis; awareness of entrepreneurship and innovation. |
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| 11) |
An ability to engage in lifelong learning, including independent and continuous learning, to adapt to new and emerging technologies, and to critically evaluate technological changes. |
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| WORKLOAD OF TEACHING & LEARNING ACTIVITIES |
| Teaching & Learning Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
| Course |
14 |
3 |
42 |
| 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 |
1 |
14 |
14 |
| Presentations / Seminar |
1 |
15 |
15 |
| Project |
0 |
0 |
0 |
| Homework Assignments |
0 |
0 |
0 |
| Total Workload of Teaching & Learning Activities |
- |
- |
71 |
| WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES |
| Assesment & Evaluation Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
| Quizzes |
0 |
0 |
0 |
| Midterms |
1 |
36 |
36 |
| Semester Final Exam |
1 |
46 |
46 |
| Total Workload of Assesment & Evaluation Activities |
- |
- |
82 |
| TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities) |
153 |
| ECTS CREDITS OF THE COURSE (Total Workload/25.5 h) |
6 |
ECTS Information Package / Course Catalogue
