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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS SIV 2004 AIRLINE MARKETING COMPULSORY 3 0 0 4

Offered By

Civil Aviation Transportation Management

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

ITIR CEREN MORCOTE SANTOS

Offered to

Civil Aviation Transportation Management

Course Objective

The aim of this course is to investigate airline marketing and factors affecting it.

Learning Outcomes of the Course Unit

1   Students will be able to define fundamental concepts of airline marketing 2   Students will be able to define airline product and airline customer 3   Students will be able to conduct environment analysis for airline businesses 4   Students will be able to explain relationship marketing activities in airline businesses 5   Students will be able to explain brand management activities in airline businesses

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Introduction to marketing 2 Customer of airline businesses 3 Market segmentation in airline businesses 4 Market analysis in airline businesses - PESTE Analysis 5 Porter's 5 forces model and its application to airline businesses 6 Competitive strategies 7 Marketing mix in airline marketing 8 Product analysis in airline marketing 9 Pricing in airline marketing 10 Distribution in airline marketing 11 Selling and promotion in airline marketing 12 Brand management in airline marketing 13 Relationship marketing in airline marketing 14 Student presentations 15 Final Exam

Recomended or Required Reading

Stephen Shaw - Airline Marketing and Management ( 6th Edition)

Planned Learning Activities and Teaching Methods

Lecturing and assignments

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 FIN FINAL EXAM 3 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.50 + FIN * 0.50 4 RST RESIT 5 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.50 + RST * 0.50 *** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

Exam and assignment

Language of Instruction

Turkish

Course Policies and Rules

It is obligatory to attend at least 70% of the classes. No excuses for assignments, discussions and projects will be accepted.

Contact Details for the Lecturer(s)

ceren.oksal@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 3 42 Student Presentations 1 3 3 Preparation for midterm exam 6 1 6 Preparation for final exam 7 1 7 Preparations before/after weekly lectures 14 1 14 Preparing assignments 1 6 6 Preparing presentations 1 6 6 Project Assignment 1 2 2 Final 1 2 2 TOTAL WORKLOAD (hours) 88

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 PO.10 PO.11 PO.12 PO.13 PO.14 PO.15 PO.16 LO.1 2 3 4 5 LO.2 3 4 4 LO.3 3 4 5 LO.4 3 4 4 3 LO.5 3 4 3