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) Evaluates the marketing environment in the food and beverage industry within the scope of the concept of marketing environment
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2) Evaluates the aviation sector within the framework of service marketing.
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3) Gains comprehensive knowledge about market research in the aviation industry.
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4) Gains knowledge of the effects of product and brand concepts on marketing in the aviation industry.
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5) Learns the activities of determining the price policy of the enterprise inaviation sector.
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6) Gains knowledge in the implementation of marketing communication activities in aviation industry.
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7) Gains knowledge of the distribution function of the marketing mix in the aviaition industry.
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| Skills
(Describe as Cognitive and/or Practical Skills.)
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1) Carries out market segmentation studies in 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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| Week |
Subject |
Materials Sharing * |
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Related Preparation |
Further Study |
| 1) |
Basic Concepts of Marketing |
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| 2) |
Micro and macro marketing environment |
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| 3) |
Marketing research process, marketing research methods, qualitative and quantitative research, marketing information systems |
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| 4) |
Market segmentation, market targeting, market positioning, air passenger market |
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| 5) |
Product, product classifications, new product development process |
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| 6) |
Airline Business and Marketing Strategies, Porter's 'Five Forces' Strategy and Strategic Families |
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| 7) |
Differentiation Airlines, Focus Strategies, Airline Business and Marketing Strategies: Mistakes |
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| 8) |
Midterm Exam |
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| 9) |
Differentiation Airlines, Focus Strategies, Airline Business and Marketing Strategies: Mistakes |
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| 10) |
Product Analysis in Airline Marketing |
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| 11) |
Pricing and Revenue Management In Airlines |
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| 12) |
Distributing the Product |
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| 13) |
Brand Management in Airline Marketing |
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| 14) |
Relationship Marketing |
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| 15) |
Airline Selling, Advertising and Promotional Policies |
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| 16) |
Final Exam |
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| Course Notes / Textbooks: |
Stephen Shaw, Airline Marketing and Management, Oxfordshire, Routhledge, 2016
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| 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
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(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )
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Programme Learning Outcomes |
Contribution Level (from 1 to 5) |
1) |
Explains the basic, theoretical and practical knowledge about aviation management. |
3 |
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1.1 Has basic aviation knowledge and aviation terminology. |
3 |
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1.2 Explains the basic elements of the aircraft and its functions. |
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1.3 Contributes to airport systems and planning of airport ground services. |
2 |
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1.4 Plans the process of air cargo and dangerous goods transport (DGR). |
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1.5 Provides solutions to the problems about passenger services. |
4 |
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1.6 Implements national and international legislation and regulations related to aviation law. |
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1.7 Applies the concepts of aviation safety and security and air traffic control and services in all areas. |
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1.8 Takes measures as a part of the team in preventing aircraft accidents (CRM- Crew Resource Management). |
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1.9 Makes weight and balance calculations in aircraft loading. |
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1.10 Explains aviation navigation systems. |
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1.11 Examines the measures taken against emergencies. |
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2) |
Explains basic, theoretical and practical knowledge about business management. |
5 |
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2.1 Applies basic business functions and business processes. |
5 |
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2.2 Analyzes micro and macro economic developments in the world and in our country. |
4 |
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2.3 Apply the basic and theoretical knowledge required by national and international business and trade. |
4 |
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2.4 Apply effective information and communication technologies required by logistics management. |
5 |
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3) |
To apply basic and theoretical knowledge required by business and trade related to aviation management. |
5 |
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3.1 Uses all effective concepts to manage an airline company. |
5 |
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3.2 Plans flight operations in airline companies. |
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3.3 Do the necessary work for the marketing of aviation. |
5 |
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3.4 It keeps track of the fact that computer software is active and up-to-date in order to make flight planning, registration and marketing effective. |
3 |
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4) |
Applies the theoretical knowledge in business life during a semester. |
4 |
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4.1 Experiences all processes in business life. |
4 |
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4.2 Takes part in activities related to the field of education in a business operating in the field. |
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4.3 Questions the application with theoretical knowledge.
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4.4 Compiles the knowledge and experience gained in the field. |
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5) |
Develops in accordance with the expectations of the business world and society and the institutional outputs of our university as defined by the competencies gained at an advanced level. |
2 |
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5.1 Acquires the analyzing solving the problems and managing the conflicts. |
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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. |
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5.3 Has awareness for ethical and social responsivity. |
2 |
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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. |
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5.5 Evaluates the norms and standards present in the works in which s/he takes responsibility in a critical point of view. |
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5.6 Develops strategical, innovative and entrepreneurial ideas. |
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5.7 Acquires competence of managing the change. |
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5.8 Shows development personally and socially with and awareness for lifelong learning. |
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5.9 Follows advanced technologies and developments about digital transformation. |
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5.10 Has cultural awareness and s/he transfers this to the groups within and outside his/her field. |
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5.11 Has awareness about citizenship competency. |
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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+). |
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| 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 |
ECTS Information Package / Course Catalogue