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.)
|
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 |
|
|
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
|
(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )
|
Programme Learning Outcomes |
Contribution Level (from 1 to 5) |
1) |
Learns and uses the basic information, concepts and theories required in the field of international trade. |
|
|
1.1 Apart from subjects such as finance, business, economics, management-organization, marketing, sales management, human resources management, which constitute the main subjects of business management, it is also necessary for foreign trade, logistics, supply chain management, customs, insurance and risk management. have the necessary basic information. |
|
|
1.2 Except the core subjects of the business, students have knowledge about leadership, behavioral sciences, communication and entrepreneurship; in the field of service, mathematics, statistics, law, operations research, information processing and management information systems. |
|
2) |
Use information and communication technologies and business applications and international trade in information systems effectively. |
|
|
2.1 Students will be able to benefit from contemporary information technologies and tools in business life, are willing to learn continuously, are open to innovations and can easily adapt to changes. |
|
|
|
|
3) |
Can develop effective management strategies using appropriate theory and methods; plan, co-ordinate, implement and control management processes |
|
|
3.1 Improves analytical thinking, problem solving in organizational issues, time management, self-discipline and communication skills. |
|
|
3.2 Uses problem solving, time management, self-discipline and effective communication skills at work. |
|
4) |
Applies the theoretical knowledge in business life during a semester. |
|
|
4.1 Experiences all processes in business life. |
|
|
4.2 Takes part in activities related to the field of education in a business operating in the field. |
|
|
4.3 Questions the application with theoretical knowledge. |
|
|
4.4 Compiles the knowledge and experience gained in the field. |
|
5) |
S/he acquires the competencies that develop by the expectations of business world and the society defined as the institutional outcomes of our university on the advanced level in relation with his/her field. |
|
|
5.1 Acquires the analyzing solving the problems and managing the conflicts. |
|
|
5.2 Participates as a team member and takes responsibility in the environments that require the solving of the conflicts and acts as a leader when necessary. |
|
|
5.3 Has awareness for ethical and social responsivity. |
|
|
5.4 By supporting the learnt courses with quantitative and qualitative data; and by using verbal and visual communication means, s/he transfers them to the groups within and outside his/her group in a systematical and effective way. |
|
|
5.5 Evaluates the norms and standards present in the works in which s/he takes responsibility in a critical point of view. |
|
|
5.6 Develops strategical, innovative and entrepreneurial ideas. |
|
|
5.7 Acquires competence of managing the change. |
|
|
5.8 Shows development personally and socially with and awareness for lifelong learning. |
|
|
5.9 Follows advanced technologies and developments about digital transformation. |
|
|
5.10 Has cultural awareness and s/he transfers this to the groups within and outside his/her field. |
|
|
5.11 Has awareness about citizenship competency. |
|
|
5.12 Acquires 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+). |
|
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 |