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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS MSH 0227 AIRLINE MARKETING ELECTIVE 3 0 0 4

Offered By

Civil Aviation and Cabin Services

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

DOCTOR KAĞAN ÇAĞRI KARACA

Offered to

Civil Aviation and Cabin Services

Course Objective

To provide the competence to explain the characteristics of the airline market, competition strategies, product, price, promotion and distribution issues in airlines.

Learning Outcomes of the Course Unit

1   1. Be able to explain basic concepts related to airline marketing, 2   2. Be able to explain basic functions such as product, price, promotion, distribution within the scope of airline marketing, 3   3. Be able to perform environmental analysis (PESTE) of airline business 4   4. Learn strategies that airlines can use during market research 5   5. Be able to make predictions about current situation analysis and trends in airline marketing

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Definition and Content of Marketing; Marketing Concept and Function, Characteristics of Marketing 2 Airline Marketing; Structure and Characteristics of Airline Industry, Marketing Environment 3 Airline Marketing, Characteristics of Airline Marketing, Customer 4 Marketing Strategies 5 Product in Airline Marketing 6 Pricing and Revenue Management in Airline Market 7 Distribution in Airline Marketing 8 Midterm Exam 9 Distribution in Airline Marketing 10 Promotion in Airline Marketing 11 Relationship Marketing in Airline Industry 12 Brand Management in Airline Marketing 13 Brand Management in Airline Marketing 14 Future of Airline Marketing 15 New Developments in Airline Transportation 16 Final Exam

Recomended or Required Reading

1- Cam, A. C. (2025). Introduction to Airline Marketing. Pegem Publishing. Ankara. 2 - Mumere, N. (2024). Aviation Marketing. Discovery Publishing House Pvt Ltd (January 4, 2024)

Planned Learning Activities and Teaching Methods

Lecture, topic preparation, in-class practice.

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

Further Notes About Assessment Methods

None

Assessment Criteria

Assignments, Exams

Language of Instruction

Turkish

Course Policies and Rules

1. Attendance of at least 70% of the classes is mandatory. 2. Participation in in-class activities is required.

Contact Details for the Lecturer(s)

kagancagri.karaca@deu.edu.tr

Office Hours

The days and times specified in the weekly lesson schedule 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 14 3 42 Preparation for midterm exam 1 5 5 Preparation for final exam 1 5 5 Final 1 1 1 Midterm 1 1 1 Participating Lectures and Field Studies 14 1 14 TOTAL WORKLOAD (hours) 110

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 LO.1 1 1 1 1 1 LO.2 1 1 1 LO.3 1 1 1 1 1 LO.4 1 1 1 1 LO.5 1 1 1 1 1