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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

DOCTOR 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 airline marketing and its fundamental concepts 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 learn strategies that airlines can use during market research 5   Students will learn different competitive strategies airlines can use to analyze competition

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 and consumer difference for an airline 3 Relationship between airlines and consumer/customer needs 4 Market segmentation for airlines 5 Business environment for airlines 6 Market analysis in airline businesses - PESTE Analysis 7 Market analysis in airline business - PESTE Analysis 8 Mid-term exam 9 Porter's 5 forces model and its application to airline businesses 10 Competitive strategies 11 Application of competitive strategies for airlines 12 Application of competitive strategies for airlines 13 Product in airline marketing 14 Pricing and promotion in airline marketing 15 Distribution in airline marketing 16 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 ASG ASSIGNMENT 3 FIN FINAL EXAM 4 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.20 + ASG * 0.30 + FIN * 0.50 5 RST RESIT 6 FCGR FINAL COURSE GRADE (RESIT) MTE* 0.20 + ASG * 0.30 + RST * 0.50

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