Public Relations and Advertising
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

ULOJ428

Course Name:

Air Cargo Transportation

Course Semester:

Spring

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	6

Language of instruction:

TR-EN

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Öğr.Gör. SABİHA AHU URAL ÖZTÜRK

Course Lecturer(s):

Öğr.Gör. DİDEM BÜYÜKDAĞ

Course Assistants:

Course Objective and Content

Course Objectives:

The aim of this course is; students in the logistics world, service provider and / or service area positions; air cargo sales and operational processes to prepare for control. One of the aims of our course is to teach the international applications in air cargo transportation as well as local practices in airport customs.
Transport and commercial documents used in air cargo transportation will be identified and identified by working on case and sample loading. During the course, students will be positioned as airfreight forwarders and will see all the steps of air cargo loading according to different incoterms in an international trade.

Course Content:

Upon successful completion of this course, students will be able to:

• Recognize and identify commercial and loading documents in an air cargo shipment
• To be able to calculate air cargo freight,
• To determine the costs of the buyer and seller in an air cargo shipment according to Incoterms 2010,
• To determine the most suitable air transport model, airline and route for the current cargo
• Interpret the importance of safety and security practices in air transport
• To classify general and special cargo types and aircraft types.
• To understand the import and export operational processes in air cargo shipments and to be able to follow the ethical rules.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) • Recognize and define all the shipping and commercial documents at an airfreight shipment.
2) • Calculate the airfreight costs.
3) • Analyze responsibilities and liabilities of seller and buyers at an airfreight shipment as per Incoterms 2010 .
4) • Identify and choose most efficient air transportation service by analyzing the type, cost, route, airline, transit time and IATA rules.
5) • Evaluate and interpret the importance of the safety and security applications at air transportation.
6) • Classify the general and special cargo types, aircraft types
7) • Define operational processes with an ethic view for an air export and/or an export shipment.
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	• Introduce the course. • Welcome and course introduction • Underline the learning objectives • Represent syllabus • Discuss Course Outline, • List the demands from an airfreight forwarder and required specifications • Compare the sales and operation departments at an airfreight forwarder company
2)	• Identify the transportation modals • List the advantages and disadvantages of the each modal • Compare the transport modals • Define the efficient modal for the different types of shipments • Introduce to Air Transportation • Discuss the advantages and disadvantages of transportation models • Compare the air transportation with other modals	Review the syllabus
3)	• Distinguish the roles of the key players between shipper to consignee • Define job description and responsibilities of the key players • Name the top 5 companies for each key player at Turkish Air Cargo Market • Identify the Process of an Airfreight shipment • Explain Key players at airfreight sectors	Homework: assigned reading for next class session Sales(2013), pp.60-72.
4)	• Define the rights and responsibilities of the consignee and shipper as per INCOTERM 2010 • State and compare the INCOTERMS • Explain why the Incoterms are needed • Name the top 10 int’l cargo airport over the world. • List the int’l cargo airports in Turkey • Recognize the abbreviations used at aviation and airfreight sector • Summarize INCOTERMS 2010 • Explain abbreviations at airfreight • Identify IATA codes for airports • List Turkish Airports	Homework: listing 20 online 5 offline airline with IATA numeric + alphabetic codes and hubs
5)	• Compare and define the types of air transportation. • Define the income and cost item at an airfreight shipment • Calculate the chargeable weight of cargo for airfreight transport. • Calculate the costs and income of an airfreight shipment. • Indicate types of Air Cargo transportation • Determine freight Calculations • Generalize Volume Weight Calculations at airfreight • Conclude Income and Costs Items	Homework: 40 Int’l airports with IATA Airport codes and Country codes
6)	• Recognize the shipping and commercial documents • Define the information over the documents • Summarize the shipment information over an AWB • Define the required commercial documentation • Identify and describe Shipping documents ; AWB – MAWB-HAWB-manifest • Recogniz and Define commercial documents	Homework: assigned reading for next class session Sales (2013), pp.95-120
7)	• Identify and name the cargo types • Define the loading conditions as per the cargo type • Recognize type of aircrafts and loading devices • List Cargo Types • Recognize Unit Loading Devices • Identify Types of Aircrafts	Homework: assigned reading for next class session Sales(2013), pp.170-185
8)	• Evaluate students with midterm exam • Calculate the airfreight charges by comparing the gross and volume weight • Define the commercial documents used at airfreight • Describe what does INCOTERMS do and don’t • Compare the airfreight with other transport modes • Explain the responsibilities of Key players • Resolve Airfreight calculations • Indicate Commercial Documents • List Incoterms • Classify Transport modals • Recognize Sector Key Players	Study for Midterm Exam
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None
9)	• Describe the operation and sales steps at an airfreight Export shipment • Justify the ethic approach at sales steps • Write operational messages for an export shipment for different steps • Select requesting buying rates from abroad agent for an export shipment • Distinguish sales offer for an air export shipment • Choose Operation Process of Airfreight Export Shipment • Explain these process’	None

Sources

Course Notes / Textbooks:	ULUSLARARASI TAŞIMACILIK YÖNETİMİ Doç.Dr. Metin Çancı , Prof. Dr. Murat Erdal UTIKAD,2013 ISBN-13: 978-6056-336-713
References:	AVIATION LOGISTICS_ The Dynamic Partnership of Air Freight and Supply Chain Author : Michael Sales Publisher : TIACA,2013 ISBN-13: 978-0749472702

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4	5	6	7
Program Outcomes
1) 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising,
2) 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels
3) 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques,
4) 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising,
5) 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies,
6) 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising,
2)	1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels
3)	1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques,
4)	1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising,
5)	1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies,
6)	1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising.

Learning Activity and Teaching Methods

Expression
Brainstorming/ Six tihnking hats
Lesson
Homework
Problem Solving
Project preparation
Report Writing
Social Activities
Technical Tour
Internship/Onsite Practice

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Individual Project
Presentation

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Quizzes	4	% 20
Homework Assignments	4	% 10
Midterms	1	% 30
Final	1	% 40
total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	16	48
Study Hours Out of Class	16	80
Homework Assignments	4	16
Quizzes	1	2
Midterms	1	14
Final	1	20
Total Workload		180