Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
190400705104AIRLINE MARKETINGCompulsory354
Level of Course Unit
First Cycle
Objectives of the Course
This course aims to provide theoretical knowledge about the concept of market in airline companies, importance of marketing and marketing needs in airline transportation and to develop solutions for the airline companies in terms of market resources and marketing problems in airline transportation by using those information.
Name of Lecturer(s)
Learning Outcomes
1 Will be able to explain the airline market and its features. Will be able to explain the marketing mix elements of the airline market. Will be able to explain the characteristics of airline customers. Will be able to explain the marketing strategies applied by airlines.
Mode of Delivery
Daytime Class
Prerequisites and co-requisities
Recommended Optional Programme Components
Course Contents
The contents of the course include the subjects such as Basic Concepts and Issues of Marketing; Market and Marketing Strategies for Airlines; Pricing Issues in Airline Marketing, Distribution Systems; Sales, Advertising and Promotion Policies in Airline Companies.
Weekly Detailed Course Contents
1Introduction to Marketing, The Marketing Concept and Function , Characteristics of Marketing --
2Airline Industry-Marketing Environment, The structure and characteristics of Airline Industry , Marketing Environment --
3Airline Marketing and features, Customer --
4Marketing Strategies --
5Product in Airline Marketing --
6Pricing and yield management in Airline Marketing --
7Distribution in Airline Marketing --
8Airline advertising and promotional policies --
9Relationship Marketing in aviation sector --
10Brand management in airline marketing --
11The future of airline marketing --
12The future of airline marketing --
13Evoluation the airtransportation market 1 --
14Evoluation the airtransportation market 2 --
Recommended or Required Reading
Anadolu University, Open Education Publications
Planned Learning Activities and Teaching Methods
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
Language of Instruction
Work Placement(s)
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination111
Final Examination111
Attending Lectures12020
Individual Study for Mid term Examination31030
Individual Study for Final Examination61060
Contribution of Learning Outcomes to Programme Outcomes
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
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