Ondokuz Mayıs Üniversitesi Bilgi Paketi - Ders Kataloğu

Description of Individual Course Units

Course Unit CodeCourse Unit TitleType of CourseYearSemesterECTS
SHU308 Airline Marketing 927001 3 6 4
Level of Course Unit
First Cycle
Objectives of the Course
Students will obtain sufficient knowledge, skill and behavioral patterns about airline services marketing.
Name of Lecturer(s)
Doç. Dr. Yetkin Bulut
Learning Outcomes
  1. Students will have the information theoretical basis of the airline marketing infrastructure.
  2. Students will have the information of airline market, marketing environment and they will learn the marketing strategies of airlines.
  3. Students recognize the problems associated with airline marketing and be able to produce solutions to problems.
Mode of Delivery
Formal Education
Prerequisites and co-requisities
Recommended Optional Programme Components
Recommended or Required Reading
BOLAT, Oya, İnci, 1998, “Havayolu İşletmelerinde Pazarlama Etkinlikleri ve Bir Uygulama Örneği”, Balıkesir Üniversitesi, Sosyal Bilimler Enstitüsü, Yayınlanmamış Yüksek Lisans Tezi.Shaw S., (2007), Airline Marketing and Management, Ashgate Pub Co,ISBN: 9780754648208., KOZLU, Cem, 2011.Bulutların Üstüne Tırmanırken THY, Bir Dönüşüm Öyküsü, Remzi Kitabevi.
Planned Learning Activities and Teaching Methods
Language of Instruction
Work Placement(s)
Course Contents
Weekly Detailed Course Contents
Week Theoretical Practice Laboratory
1.Definition of Marketing and Content; Marketing Concepts and Functions, Marketing Features
2.Airline Marketing; Airline Industry Structure and Properties
3.Market Structure for Air Transport Services
4.Customer Concept, Market Segmentation
5.Marketing Environment
6.Airline Business and Marketing Strategies
7.Product in Airline Marketing
8.Midterm Exam
9.Pricing and Revenue Management in the Airline Market
10.Distribution in Airline Marketing
11.Promotion in Airline Marketing
12.Brand Management in Airline Marketing
13.Relationship Marketing in Aviation Sector
14.The Future of Airline Marketing
15.Airport Marketing
16.Final Exam
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight (%)
Midterm Examination1100
End Of Term (or Year) Learning ActivitiesQuantityWeight (%)
Final Examination1100
Term (or Year) Learning Activities40
End Of Term (or Year) Learning Activities60
Workload Calculation
ActivitiesQuantityTime(hours)Total Workload(hours)
Midterm Examination111
Final Examination111
Attending Lectures15230
Case Study616
Report Preparation166
Report Presentation111
Self Study6212
Individual Study for Homework Problems515
Individual Study for Mid term Examination7214
Individual Study for Final Examination8324