Civil Avitation Cabin Services Preview
Associate	TR-NQF-HE: Level 5	QF-EHEA: Short Cycle	EQF-LLL: Level 5

Course Introduction and Application Information

Course Code:

SHK023

Course Name:

Airline Marketing Management

Semester:

Spring

Course Credits:

ECTS

Language of instruction:

Turkish

Course Condition:

Does the Course Require Work Experience?:

Type of course:

Departmental Elective

Course Level:

Associate

TR-NQF-HE:5. Master`s Degree

QF-EHEA:Short Cycle

EQF-LLL:5. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator:

Öğr. Gör. ÖZLEM TEZEKEN

Course Lecturer(s):

Zehra YARDI

Course Assistants:

Course Objective and Content

Course Objectives:	It provides students with sufficient knowledge, skills and behavior patterns in the marketing of air transport services and analyzes them.
Course Content:	This course covers the concept of marketing and marketing environment in airlines, service marketing, marketing mix, marketing types and customer concepts.

Learning Outcomes

The students who have succeeded in this course;
1) Students will discuss the function and importance of airline marketing by creating a theoretical basis on airline marketing.
2) Students will be able to recognize the problems related to airline marketing and produce solutions to the problems.
3) Explain the importance among the marketing mix elements of the airline market.
4) Will be able to explain how promotion activities should be done in airline companies.

Course Flow Plan

Week	Subject	Related Preparation
1)	Marketing Concept
2)	Service and Service Marketing Concepts
3)	Marketing mix
4)	Market for Air Freight Services
5)	Airline Industry Marketing Environment
6)	Competitive Strategies in Airline Businesses
7)	Product in Airline Marketing
8)	MIDTERM
9)	Pricing and Revenue Management in the Airline Market
10)	Product Distribution in the Airline Market
11)	Promotion in Airlines (Marketing Communication) Mix
12)	Relationship Marketing in Airlines
13)	Customer Value and Customer Loyalty in Airlines
14)	General Evaluation
15)	Final Exams

Sources

Course Notes / Textbooks:	Lecture Notes
References:	Ders Notları

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4
Program Outcomes
1) Explain flight processes and operation flow by using basic concepts related to aviation and aircraft.	3	3	3	3
2) Describe the basic technical information about aircraft, the differences between aircraft and the different technical equipment used in aircraft.	3	2	2	3
3) Explain the rules and responsibilities of the normal operation of the airline, legal processes, rights and obligations.	3	3	3	3
4) Provides the necessary work in accordance with occupational health and safety measures in accordance with all relevant legislation in every environment during the flight duty period.	2	3	2	2
5) Safety assessment in aviation enterprises and environments, to eliminate the hazards / control by producing solutions to the electronic media in the necessary departments, the supervisor can report.	2	2	2	3
6) Know the first aid applications, define the situation and provide the necessary assistance by using appropriate intervention methods.	3	3	3	2
7) Explain occupational emergency operations at theory and application level and actively manage them.	2	2	3	3
8) The history of Aviation / Civil Aviation can now follow national and international resources on the position of world aviation, its economic importance and the development of aviation.	2	2	2	2
9) Use information and communication technologies in the ability to follow, apply, evaluate and share current professional knowledge with the awareness of lifelong learning.	3	3	3	2
10) Participates in aviation-related projects and activities and evaluates the sectoral importance and location of cabin services.	2	3	3	3
11) Using information and communication technologies together with computer software at the basic level of at least European Computer use license required by the field.	3	2	2	2
12) To have the knowledge of English at European level B1 General level with the ability to communicate effectively with people from different cultures in accordance with the objectives of the institution and customer satisfaction.	2	2	2	2
13) Adopts in-team behavior and work as a team.	3	3	3	3
14) Gains knowledge of quality management, brand, presentation and the ability to represent the brand.	2	2	2	2
15) During the term of the task, efficient, safe, operational and ethical rules in accordance with the task, task management skills gain.	2	2	2	2

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Explain flight processes and operation flow by using basic concepts related to aviation and aircraft.	3
2)	Describe the basic technical information about aircraft, the differences between aircraft and the different technical equipment used in aircraft.	3
3)	Explain the rules and responsibilities of the normal operation of the airline, legal processes, rights and obligations.	3
4)	Provides the necessary work in accordance with occupational health and safety measures in accordance with all relevant legislation in every environment during the flight duty period.	3
5)	Safety assessment in aviation enterprises and environments, to eliminate the hazards / control by producing solutions to the electronic media in the necessary departments, the supervisor can report.	2
6)	Know the first aid applications, define the situation and provide the necessary assistance by using appropriate intervention methods.	1
7)	Explain occupational emergency operations at theory and application level and actively manage them.	1
8)	The history of Aviation / Civil Aviation can now follow national and international resources on the position of world aviation, its economic importance and the development of aviation.	2
9)	Use information and communication technologies in the ability to follow, apply, evaluate and share current professional knowledge with the awareness of lifelong learning.	3
10)	Participates in aviation-related projects and activities and evaluates the sectoral importance and location of cabin services.	3
11)	Using information and communication technologies together with computer software at the basic level of at least European Computer use license required by the field.	1
12)	To have the knowledge of English at European level B1 General level with the ability to communicate effectively with people from different cultures in accordance with the objectives of the institution and customer satisfaction.	2
13)	Adopts in-team behavior and work as a team.	3
14)	Gains knowledge of quality management, brand, presentation and the ability to represent the brand.	3
15)	During the term of the task, efficient, safe, operational and ethical rules in accordance with the task, task management skills gain.	3

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Midterms	1	% 40
Final	1	% 60
total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
total		% 100

Workload and ECTS Credit Calculation

Activities	Number of Activities	Preparation for the Activity	Spent for the Activity Itself	Completing the Activity Requirements	Workload
Course Hours	2	14			28
Midterms	1	22			22
Final	1	25			25
Total Workload					75