Civil Aviation Cabin Services
Course Details
KTO KARATAY UNIVERSITY
Trade and Industry Vocational School
Programme of Civil Aviation Cabin Services
Course Details
Trade and Industry Vocational School
Programme of Civil Aviation Cabin Services
Course Details
| Course Code | Course Name | Year | Period | Semester | T+A+L | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| 03931008 | Airline Marketing | 2 | Autumn | 3 | 3+0+0 | 5 | 5 |
| Course Type | Elective |
| Course Cycle | Associate (Short Cycle) (TQF-HE: Level 5 / QF-EHEA: Short Cycle / EQF-LLL: Level 5) |
| Course Language | Turkish |
| Methods and Techniques | - |
| Mode of Delivery | Face to Face |
| Prerequisites | - |
| Coordinator | - |
| Instructor(s) | Asst. Prof. Adile BEBEK YEŞİLKAYA |
| Instructor Assistant(s) | Asst. Prof. Adile BEBEK YEŞİLKAYA |
Course Content
This course covers the definition, scope, functions, and characteristics of marketing, the basic structure of airline marketing, the characteristics of the airline industry, market structure for air transport services, the concept of customer, market segmentation, marketing environment, marketing strategies in airline businesses, product, pricing and revenue management, distribution channels, promotional activities, brand management, relationship marketing, customer value, customer loyalty, and the examination of new developments and future trends in airline marketing.
Objectives of the Course
The aim of this course is to enable students to understand the concept of marketing and the basic principles of airline marketing, to introduce the structure of the airline industry and market characteristics, and to provide knowledge about customer-oriented marketing, market segmentation, marketing strategies, pricing, revenue management, distribution, promotion, brand management, relationship marketing, customer value, and customer loyalty. In addition, the course aims to help students evaluate current developments in the airline industry and future marketing trends.
Contribution of the Course to Field Teaching
| Basic Vocational Courses | |
| Specialization / Field Courses | X |
| Support Courses | X |
| Transferable Skills Courses | |
| Humanities, Communication and Management Skills Courses |
Relationships between Course Learning Outcomes and Program Outcomes
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Program Learning Outcomes | Level |
|---|---|---|
| P1 | They acquire fundamental, up-to-date, and practical knowledge related to their profession. | 5 |
| P3 | They follow and effectively utilize current developments and practices in their profession. | 4 |
Course Learning Outcomes
| Upon the successful completion of this course, students will be able to: | |||
|---|---|---|---|
| No | Learning Outcomes | Outcome Relationship | Measurement Method ** |
| O1 | It explains the fundamental concepts, actors, and organizational structure of the civil aviation sector. | P.1.1 | |
| O2 | It monitors current safety, security, and service trends in the civil aviation sector. | P.3.1 | |
| O3 | It integrates current cabin service practices into operational processes. | P.3.2 | |
| O4 | It monitors current developments, technological innovations, and operational changes in the field of civil aviation. | P.1.5 | |
| O5 | They explains the importance of participating in training, seminars, and information activities that support professional development. | P.3.6 | |
| ** Written Exam: 1, Oral Exam: 2, Homework: 3, Lab./Exam: 4, Seminar/Presentation: 5, Term Paper: 6, Application: 7 | |||
Weekly Detailed Course Contents
| Week | Topics |
|---|---|
| 1 | Definition, scope, functions, and basic characteristics of marketing |
| 2 | Definition of airline marketing, structure and characteristics of the airline industry |
| 3 | Market structure for air transport services and services marketing |
| 4 | Customer concept, consumer behavior, and market segmentation |
| 5 | Marketing environment and competitive strategies in airline businesses |
| 6 | Product and service design in airline marketing |
| 7 | Pricing and revenue management in the airline market |
| 8 | Distribution channels and sales structure in airline marketing |
| 9 | Promotion and marketing communication in airline marketing |
| 10 | Brand management and corporate image in airline marketing |
| 11 | Relationship marketing in the airline industry |
| 12 | Customer value, service quality, and customer loyalty |
| 13 | Digitalization, new trends, and current developments in airline marketing |
| 14 | The future of airline marketing and strategic evaluation |
Textbook or Material
| Resources | Cam, A. C. (2021). Havayolu pazarlamasına giriş. Pegem Akademi. |
| Rodoplu Şahin, D., & Dördüncü, H. (Ed.). (2023). Hava taşımacılığı yönetimi: Uluslararası bir perspektif. Nobel Akademik Yayıncılık. | |
| Anadolu Üniversitesi. (2016). Havayolu pazarlaması. Anadolu Üniversitesi Yayınları |
Evaluation Method and Passing Criteria
| In-Term Studies | Quantity | Percentage |
|---|---|---|
| Attendance | - | - |
| Laboratory | - | - |
| Practice | - | - |
| Field Study | - | - |
| Course Specific Internship (If Any) | - | - |
| Homework | - | - |
| Presentation | - | - |
| Projects | - | - |
| Seminar | - | - |
| Quiz | - | - |
| Listening | - | - |
| Midterms | 1 | 40 (%) |
| Final Exam | 1 | 60 (%) |
| Total | 100 (%) | |
ECTS / Working Load Table
| Quantity | Duration | Total Work Load | |
|---|---|---|---|
| Course Week Number and Time | 14 | 2 | 28 |
| Out-of-Class Study Time (Pre-study, Library, Reinforcement) | 0 | 0 | 0 |
| Midterms | 1 | 40 | 40 |
| Quiz | 0 | 0 | 0 |
| Homework | 0 | 0 | 0 |
| Practice | 0 | 0 | 0 |
| Laboratory | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Workshop | 0 | 0 | 0 |
| Presentation/Seminar Preparation | 0 | 0 | 0 |
| Fieldwork | 0 | 0 | 0 |
| Final Exam | 1 | 60 | 60 |
| Other | 0 | 0 | 0 |
| Total Work Load: | 128 | ||
| Total Work Load / 30 | 4,27 | ||
| Course ECTS Credits: | 4 | ||
Course - Learning Outcomes Matrix
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Learning Outcomes | P1 | P3 |
|---|---|---|---|
| O1 | It explains the fundamental concepts, actors, and organizational structure of the civil aviation sector. | 5 | 3 |
| O2 | It monitors current developments, technological innovations, and operational changes in the field of civil aviation. | 4 | 5 |
| O3 | It monitors current safety, security, and service trends in the civil aviation sector. | 3 | 5 |
| O4 | It integrates current cabin service practices into operational processes. | 3 | 4 |
| O5 | They explains the importance of participating in training, seminars, and information activities that support professional development. | 3 | 4 |