Module title: Global Airline Industry

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: TSM09113
Module leader: Ellis Urquhart
School The Business School
Subject area group: Tourism and Languages
Prerequisites

There are no pre-requisites for this module to be added

2019/0, Trimester 2, Face-to-Face, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Ellis Urquhart
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
This module is designed to provide the student with a thorough and current understanding of the airline industry and the central nature of the global market in determining its success. It will provide an introduction to airline management systems and analyse the world market determinants that guide it. The module identifies key operational changes for airlines affected by global expectations and competition. Furthermore, through using case examples and theory, students are encouraged to evaluate future determinants for the airline industry. The module learning and teaching platform is primarily a series of lectures and tutorials. These systematically build knowledge of linkages between the airline industry and the central nature of the global market. Lectures will cover the basic topics of the module and are augmented by guest lectures from industry. Tutorials will cover a variety of different activities including case studies, discussions and debates.
The essay, submitted in week 9, requires students to collate, evaluate and critically reflect on the effects of global competition and market trends on customer service provision. Written exam questions require students to demonstrate analytical and evaluative skills through demonstrating an understanding of global networks, current airport and airline strategies and issues affecting the future competitiveness of the airline industry.


Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 12
Face To Face Centrally Time Tabled Examination 2
Independent Learning Guided independent study 174
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 40 1 & 2 8 HOURS= 0, WORDS= 2500
Centrally Time Tabled Examination 60 3, 4, 5 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Description of module content:

- The history of the airline industry
- Deregulation and market change
- Airline, airport and destination integration issues
- The growth of Budget Airlines and their affect.
- Global route networks and scheduling through Hubs
- Global pressures on air flight paths
- Competition and future predictions for change


Learning Outcomes for module:

LO1: Identify current forms of the airline industry and assess the principles of global competition effecting these
LO2: Investigate and evaluate the relationship of customer product provision with global market trends
LO3: Interpret and analyse global networks and associated airport management systems
LO4: Assess and evaluate issues affecting the future competitiveness of the airline industry
LO5: Examine the relationship between airport and airline strategies

Indicative References and Reading List - URL:

Core - GROSS, S. AND LUCK, S. (2013) THE LOW COST CARRIER WORLDWIDE: ASHGATE, 1st ed. - ISBN: 978409432962
Core - FORSYTH, GILLEN, HUSCHELRATH, NEIMEIER AND WOLF (2013) LIBERALIZATION IN AVIATION: COMPETITION, COOPERATION AND PUBLIC POLICY: ASHGATE, 1st ed. - ISBN: 9781472401281
Recommended - RHOADES, D. (2014) EVOLUTION OF INTERNATIONAL AVIATION: ASHGATE, 3rd ed. - ISBN: 9781472420183
Recommended - O'CONNELL, J. AND WILLIAMS, G. (2011) AIR TRANSPORT IN THE 21ST CENTURY: ASHGATE, 1st ed. - ISBN: 9780754699958
Recommended - TANEJA, N. (2010) LOOKING BEYOND THE RUNWAY: ASHGATE, 1st ed. - ISBN: 9780754699972
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