Module title: Airline Management

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

Module code: TSM10108
Module leader: Lindsay Cole
School The Business School
Subject area group: Tourism and Languages
Prerequisites

TSM09113 and/or TSM08111
Global Airline Industry or Airport Management
SCQF Level 8 or 9

2018/9, 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: Shuna Marr
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
The module learning and teaching platform is primarily a series of lectures and tutorials. Lectures will cover the basic topics of the module. However, a large part of the students' learning will be based on an online simulated airline game. Students will work in small teams of 3 or 4 to run their own simulated online airline. The game requires them to make strategic and tactical decisions, and react to market dynamics. Input for the module will be front-loaded, and all the lectures will take place in the first half of the module. Assessment workshops and tutorials will take place in the second half of the module in a computer lab, when the game will be played online. There will be several tutorials devoted to trial batch runs of the game, which will give students extensive formative feedback prior to their submission of both the business plan and the running of the actual game scenario. Assessment workshops will be held during the module to assist students in the preparation of their business plan and evaluation. There are two instruments of assessment. The first requires students to construct a business plan prior to establishing their virtual airline. This will be a team assessment. The second assessment is an individual reflective analysis that requires students to consider how well their airline performed in relation to the Business Plan, appraise the strategy adopted and evaluate how successful (or otherwise) this was, and critically assess the factors that affect airline profitability and competitiveness.

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
Independent Learning Guided independent study 176
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Project - Written 40 1 - 3 10 HOURS= 0, WORDS= 2500
Portfolio 60 2 - 5 14/15 HOURS= 0, WORDS= 3000
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Description of module content:

• Airline business strategies
• Pricing strategies and strategic revenue management
• Financial and operational issues
• Market dynamics and strategies
• Network and schedule planning
• Route profitability
• Business plan development
• Online airline simulation game to run a virtual airline

Learning Outcomes for module:

LO1: Develop a business plan for a simulated airline
LO2: Assess and evaluate the interrelated factors that affect airline profitability
LO3: Appraise the impact of different airline business strategies
LO4: Assess and evaluate issues affecting airline competitiveness
LO5: Analyse and evaluate airline performance in relation to the business plan

Indicative References and Reading List - URL:

Core - WENSVEEN, J (2011) AIR TRANSPORTATION: A MANAGEMENT PERSPECTIVE: FARNHAM: ASHGATE PUBLISHING LTD, 7th ed.
Recommended - VASIG, B., FLEMING, K. AND TACKER, T. (2013) INTRODUCTION TO AIR TRANSPORT ECONOMICS: ASHGATE, 2nd ed. - ISBN: 9781409454
Recommended - O'CONNELL, J. AND WILLIAMS, G. AIR TRANSPORT IN THE 21ST CENTURY: ASHGATE, 1st ed. - ISBN: 9780754699958
Recommended - TANEJA, N. (2010) LOOKING BEYOND THE RUNWAY: ASHGATE, 1st ed. - ISBN: 9780754699972
Recommended - TANEJA, N. (2014) DESIGNING FUTURE-ORIENTED AIRLINE BUSINESSES: ASHGATE, 1st ed.
Recommended - SHAW, S. (2012) AIRLINE MARKETING AND MANAGEMENT: ASHGATE, 7th ed. - ISBN: 9781409486688
Recommended - GROSS, S. AND LUCK, M. (2013) THE LOW COST CARRIER WORLDWIDE: ASHGATE, 1st ed. - ISBN: 9781409432692
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