CODE | TTC3112 | ||||||||
TITLE | Airline Business Management | ||||||||
UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||||
MQF LEVEL | 6 | ||||||||
ECTS CREDITS | 4 | ||||||||
DEPARTMENT | Tourism Management | ||||||||
DESCRIPTION | Apart from theoretical grounding, the study-unit includes industry case studies, hands-on practical training and, moreover, airline business modelling and competitive strategies using virtual simulation software as an assessment mode. The study-unit outline will include most relevant topics including: - Airline Business Foundations; - Introduction to Airline Marketing; - E-Commerce and Airline Distribution Systems; - Airline Revenue Management; - Ancillary Sales Revenue; - Basic Airline Cost Structures; - Global Alliances; - Route Network and Fleet Planning; - Route Forecasting and Development; - Airline Business Modelling. Study-Unit Aims: The study-unit addresses airline industry challenges and will equip the student with the knowledge and tools needed to overcome them, as well as highlight airline management skills at junior and middle management levels. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - comprehend the key factors that influence airline success; - be aware of entry level middle management in the airline business; - appreciate the relevance of change management in the airline industry; - build a knowledge base designed to influence decision makers; - demonstrate a deep knowledge of the latest airline commercial trends; - master the airline marketing and sales process. 2. Skills By the end of the study-unit the student will be able to: - prepare a basic airline business plan and test strategies for its implementation; - segment target markets and customer relationship management (CRM); - determine which criteria to consider when creating business strategy i.e. the process of elicitation; - maintain business leads (both B2B and B2C) to increase traffic and sales; - comprehend the basics of airline e-commerce and distribution (GDS); - employ transferable skills to other future study-units (e.g. Airport Management). Main Text/s and any supplementary readings: Main Texts - Wensveen, J.G. (2015). Air Transportation: A Management Perspective. 8th ed., Ashgate, New York. - Shaw, S. (2016). Airline Marketing and Management. 7th ed., Routeledge, New York. - Academic Journal: Elsevier - Journal of Air Tarnsport Management (several). |
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STUDY-UNIT TYPE | Lecture & Independent Online Learning | ||||||||
METHOD OF ASSESSMENT |
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LECTURER/S | Viana Hassan Alfred Mifsud |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |