COURSE UNIT TITLE

: AIRLINE MANAGEMENT AND MARKETING

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
TMT 4018 AIRLINE MANAGEMENT AND MARKETING ELECTIVE 3 0 0 4

Offered By

Tourism Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

AHMET DEMIRCI

Offered to

Tourism Management

Course Objective

The aim of this course is to provide students detailed information about management and marketing issues in airline industry.

Learning Outcomes of the Course Unit

1   Understand and analyze the concepts and relationships of management and organizational structure in the airline industry.
2   Identify and explain the processes of planning and organizing in the airline industry.
3   Understand and explain the economic structure of the airline industry.
4   Examine the marketing strategies in the airline industry.
5   Analyze the international airline market and global alliances.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to Airline Industry
2 History of Airline Industry, Institutional Framework
3 Airline Industry Structure
4 Airline Economics
5 Airline Management and Organization
6 Airline Labor Relations
7 Airline Marketing, Product and Brand Management
8 Airline Marketing, Pricing and Distribution
9 Airline Marketing, Promotion
10 Global Alliances in the Airline Industry
11 Airline Scheduling and Fleet Planning
12 Presentations
13 Presentations
14 Presentations

Recomended or Required Reading

1. Wensveen, J.G. (2007) Air Transportation: A Management Perspective. (7th ed.) Belmont, CA: Wadsworth Publishing Company.
2. Page, S. (2009). Transport and Tourism: Global Perspectives, Prentice Hall.
3. Shaw, S. (2004). Airline Marketing and Management. Ashgate Press.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Assignments
3. Discussion
4. Group Project
5. Presentations

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MT Midterm
2 ASS Assignment
3 PRS Presentation
4 FCG FINAL COURSE GRADE MT * 0.40 +ASS * 0.20 +PRS * 0.40


Further Notes About Assessment Methods

None

Assessment Criteria

Examination will be based on understanding, synthesis and evaluation of the course topics.
Verbal participation will be graded.

Assignments include airline management and marketing issues. They may change for every semester. Grading:

The topic falls short of expectations and/or does not relate to the overall content of the assignment. (Poor, 0%)
The topic is dealt with briefly and with not enough information (Fair, 40%)
The topic includes adequate information and/or fits the overall content of the aasignment at an acceptable standard (Good, 60%)
The topic covers all aspects and evolves in a logical flow (Very good, 80%)
The topic is presented with all available information and is discussed thoroughly and sucessfully (Excellent, 100%)

The project criteria include airline line introduction (15%), operations (15%), management (30%) and marketing (40%) topics.
Grading for every criterion:

The topic falls short of expectations and/or does not relate to the overall content of the project (Poor, 0%)
The topic is dealt with briefly and with not enough information (Fair, 40%)
The topic includes adequate information and/or fits the overall content of the project at an acceptable standard (Good, 60%)
The topic covers all aspects and evolves in a logical flow (Very good, 80%)
The topic is presented with all available information and is discussed thoroughly and sucessfully (Excellent, 100%)

Language of Instruction

English

Course Policies and Rules

1. It is obligatory to attend at least 70% of the classes.
2. Violations of Plagiarism of any kind will result in disciplinary steps being taken.
3. Prepare ahead of time for calsses.
4. Arrive on time.
5. Participation is required for all students.
6. Follow appropariate business etiquette regarding cell phones.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 12 1 12
Preparation for midterm exam 1 10 10
Preparing assignments 2 5 10
Preparing presentations 1 10 10
Project Preparation 1 20 20
Midterm 1 2 2
TOTAL WORKLOAD (hours) 106

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15PO.16PO.17PO.18PO.19
LO.15
LO.25
LO.35
LO.45
LO.55