Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| AIRLINE MARKETING and MANAGEMENT | HVY3113602 | Fall Semester | 3+0 | 3 | 5 |
| Course Program | Pazartesi 13:30-14:15 Pazartesi 14:30-15:15 Pazartesi 15:30-16:15 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. Oğuz YILDIZ |
| Name of Lecturer(s) | Assist.Prof. Oğuz YILDIZ |
| Assistant(s) | |
| Aim | The course's objective is to make clear to students how airline companies use the marketing mix both strategically and tactically. It also aims to illustrate the connections between airline companies' operational activities, including network structure, fleet preferences, and marketing initiatives. |
| Course Content | This course contains; introduction to the course and explanation of marketing mix,Airline operations: customer and consumer,The essential classification of the airlines' customers,Driving criteria of airlines' customers ,Environmental Analysis in Airline Industry: PESTEL,Environmental Analysis in Airline Industry: Five Forces Factor Analysis,Demand Forecasting in Airline industry,Competitive strategies in airline companies,Product in airline marketing and network planning,Pricing and revenue management in the airline market,Product distribution in the airline market,Promotion (marketing communication) mix in airlines,Relationship marketing, customer value and customer loyalty in airlines,Review and open discussion. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to explain basic information about marketing management and marketing principles. | 10, 12, 13, 16, 9 | A |
| 1.1. Explain the concept of marketing mix. | 10, 12, 13, 16, 9 | A |
| 1.2. Explain the marketing mix elements. | 10, 12, 13, 16, 9 | A |
| 1.3. Evaluates the importance of the marketing mix. | 10, 12, 13, 16, 9 | A |
| 2. Will be able to explain the relationship between airline management and marketing. | 10, 12, 13, 16, 9 | A |
| 2.1. Explain the basic concepts of airline business. | 10, 12, 13, 16, 9 | A |
| 2.2. Knows the economic concepts affecting airline business. | 10, 12, 13, 16, 9 | A |
| 2.3. Can classify airline companies. | 10, 12, 13, 16, 9 | A |
| 3. Will be able to explain the relationship between airline business and marketing. | 10, 12, 13, 16, 9 | A |
| 3.1. Evaluates the concept of low cost airline management. | 10, 12, 13, 16, 9 | A |
| 3.2. Evaluates the marketing mix elements in the airline. | 10, 12, 13, 16, 9 | A |
| 3.3. Evaluates the issue of promotion mix in airline companies. | 10, 12, 13, 16, 9 | A |
| 4. Will be able to explain macro and micro aspects of the marketing environment in terms of airline management. | 10, 12, 13, 16, 9 | A |
| 4.1. Explains the concept of PESTEL analysis. | 10, 12, 13, 16, 9 | A |
| 4.2. Evaluates Porter’s five forces. | 10, 12, 13, 16, 9 | A |
| 5. Will be able to explain product analysis in airline marketing. | 10, 12, 13, 16, 9 | A |
| 5.1. Explains implementation of product selection through the Boston Box. | 10, 12, 13, 16, 9 | A |
| 5.2. Knows risk and opportunity balancing through the Ansoff Matrix. | 10, 12, 13, 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | introduction to the course and explanation of marketing mix | Reading the book section on the subject |
| 2 | Airline operations: customer and consumer | Reading the book section on the subject |
| 3 | The essential classification of the airlines' customers | Reading the book section on the subject |
| 4 | Driving criteria of airlines' customers | Reading the book section on the subject |
| 5 | Environmental Analysis in Airline Industry: PESTEL | Reading the book section on the subject |
| 6 | Environmental Analysis in Airline Industry: Five Forces Factor Analysis | Reading the book section on the subject |
| 7 | Demand Forecasting in Airline industry | Reading the book section on the subject |
| 8 | Competitive strategies in airline companies | Reading the book section on the subject |
| 9 | Product in airline marketing and network planning | Reading the book section on the subject |
| 10 | Pricing and revenue management in the airline market | Reading the book section on the subject |
| 11 | Product distribution in the airline market | Reading the book section on the subject |
| 12 | Promotion (marketing communication) mix in airlines | Reading the book section on the subject |
| 13 | Relationship marketing, customer value and customer loyalty in airlines | Reading the book section on the subject |
| 14 | Review and open discussion | Reviewing previous content |
| Resources |
| 1- Shaw, S., (2012). Airline Marketing and Management, Routledge, Oxford, England 2 - Cook, G.N., and Billig, B.G., (2017) Airline Operations and Management, Routledge, London |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Defines the theoretical knowledge in the field of aviation management. | X | |||||
| 2 | Explains the necessary of mathematical and statistical methods in the field of aviation management. | X | |||||
| 3 | Uses at least one computer program required in the field of aviation management. | ||||||
| 4 | Demonstrates proficiency in foreign language proficiency required in the field of aviation management. | ||||||
| 5 | Prepares projects about his field and manages team works. | X | |||||
| 6 | It critically evaluates the knowledge and skills that it constantly renews and acquires by following the developments in the field of Aviation management with the awareness of lifelong learning in the professional field, | X | |||||
| 7 | Uses theoretical and practical information in the field of aviation management. | X | |||||
| 8 | Follows up to date technologies and communicates verbally/writing using a foreign language at least A2 level. | ||||||
| 9 | Adopts and uses organizational / corporate, business and social ethical values. | ||||||
| 10 | It adopts social responsibility principles and takes initiative when necessary, within the framework of public service sensitivity. | ||||||
| 11 | In order to carry out interdisciplinary studies, analyze basic information and data in different disciplines and use them in the field. | X | |||||
| 12 | It offers appropriate suggestions in both micro and macro frameworks in the face of problems in the aviation management sectors. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 0 | 0 | 0 | |||
| Course Hours | 0 | 0 | 0 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 0 | 0 | 0 | |||
| General Exam | 0 | 0 | 0 | |||
| General Exam | 0 | 0 | 0 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 0 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(0/30) | 0 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| AIRLINE MARKETING and MANAGEMENT | HVY3113602 | Fall Semester | 3+0 | 3 | 5 |
| Course Program | Pazartesi 13:30-14:15 Pazartesi 14:30-15:15 Pazartesi 15:30-16:15 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. Oğuz YILDIZ |
| Name of Lecturer(s) | Assist.Prof. Oğuz YILDIZ |
| Assistant(s) | |
| Aim | The course's objective is to make clear to students how airline companies use the marketing mix both strategically and tactically. It also aims to illustrate the connections between airline companies' operational activities, including network structure, fleet preferences, and marketing initiatives. |
| Course Content | This course contains; introduction to the course and explanation of marketing mix,Airline operations: customer and consumer,The essential classification of the airlines' customers,Driving criteria of airlines' customers ,Environmental Analysis in Airline Industry: PESTEL,Environmental Analysis in Airline Industry: Five Forces Factor Analysis,Demand Forecasting in Airline industry,Competitive strategies in airline companies,Product in airline marketing and network planning,Pricing and revenue management in the airline market,Product distribution in the airline market,Promotion (marketing communication) mix in airlines,Relationship marketing, customer value and customer loyalty in airlines,Review and open discussion. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to explain basic information about marketing management and marketing principles. | 10, 12, 13, 16, 9 | A |
| 1.1. Explain the concept of marketing mix. | 10, 12, 13, 16, 9 | A |
| 1.2. Explain the marketing mix elements. | 10, 12, 13, 16, 9 | A |
| 1.3. Evaluates the importance of the marketing mix. | 10, 12, 13, 16, 9 | A |
| 2. Will be able to explain the relationship between airline management and marketing. | 10, 12, 13, 16, 9 | A |
| 2.1. Explain the basic concepts of airline business. | 10, 12, 13, 16, 9 | A |
| 2.2. Knows the economic concepts affecting airline business. | 10, 12, 13, 16, 9 | A |
| 2.3. Can classify airline companies. | 10, 12, 13, 16, 9 | A |
| 3. Will be able to explain the relationship between airline business and marketing. | 10, 12, 13, 16, 9 | A |
| 3.1. Evaluates the concept of low cost airline management. | 10, 12, 13, 16, 9 | A |
| 3.2. Evaluates the marketing mix elements in the airline. | 10, 12, 13, 16, 9 | A |
| 3.3. Evaluates the issue of promotion mix in airline companies. | 10, 12, 13, 16, 9 | A |
| 4. Will be able to explain macro and micro aspects of the marketing environment in terms of airline management. | 10, 12, 13, 16, 9 | A |
| 4.1. Explains the concept of PESTEL analysis. | 10, 12, 13, 16, 9 | A |
| 4.2. Evaluates Porter’s five forces. | 10, 12, 13, 16, 9 | A |
| 5. Will be able to explain product analysis in airline marketing. | 10, 12, 13, 16, 9 | A |
| 5.1. Explains implementation of product selection through the Boston Box. | 10, 12, 13, 16, 9 | A |
| 5.2. Knows risk and opportunity balancing through the Ansoff Matrix. | 10, 12, 13, 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | introduction to the course and explanation of marketing mix | Reading the book section on the subject |
| 2 | Airline operations: customer and consumer | Reading the book section on the subject |
| 3 | The essential classification of the airlines' customers | Reading the book section on the subject |
| 4 | Driving criteria of airlines' customers | Reading the book section on the subject |
| 5 | Environmental Analysis in Airline Industry: PESTEL | Reading the book section on the subject |
| 6 | Environmental Analysis in Airline Industry: Five Forces Factor Analysis | Reading the book section on the subject |
| 7 | Demand Forecasting in Airline industry | Reading the book section on the subject |
| 8 | Competitive strategies in airline companies | Reading the book section on the subject |
| 9 | Product in airline marketing and network planning | Reading the book section on the subject |
| 10 | Pricing and revenue management in the airline market | Reading the book section on the subject |
| 11 | Product distribution in the airline market | Reading the book section on the subject |
| 12 | Promotion (marketing communication) mix in airlines | Reading the book section on the subject |
| 13 | Relationship marketing, customer value and customer loyalty in airlines | Reading the book section on the subject |
| 14 | Review and open discussion | Reviewing previous content |
| Resources |
| 1- Shaw, S., (2012). Airline Marketing and Management, Routledge, Oxford, England 2 - Cook, G.N., and Billig, B.G., (2017) Airline Operations and Management, Routledge, London |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Defines the theoretical knowledge in the field of aviation management. | X | |||||
| 2 | Explains the necessary of mathematical and statistical methods in the field of aviation management. | X | |||||
| 3 | Uses at least one computer program required in the field of aviation management. | ||||||
| 4 | Demonstrates proficiency in foreign language proficiency required in the field of aviation management. | ||||||
| 5 | Prepares projects about his field and manages team works. | X | |||||
| 6 | It critically evaluates the knowledge and skills that it constantly renews and acquires by following the developments in the field of Aviation management with the awareness of lifelong learning in the professional field, | X | |||||
| 7 | Uses theoretical and practical information in the field of aviation management. | X | |||||
| 8 | Follows up to date technologies and communicates verbally/writing using a foreign language at least A2 level. | ||||||
| 9 | Adopts and uses organizational / corporate, business and social ethical values. | ||||||
| 10 | It adopts social responsibility principles and takes initiative when necessary, within the framework of public service sensitivity. | ||||||
| 11 | In order to carry out interdisciplinary studies, analyze basic information and data in different disciplines and use them in the field. | X | |||||
| 12 | It offers appropriate suggestions in both micro and macro frameworks in the face of problems in the aviation management sectors. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |