Modules

Due to Covid-19 restrictions, learning and teaching activities on campus as described in the module descriptors are currently restricted. Learning and teaching will be enabled through a mixture of scheduled online activity where you will be able to engage with your tutor and classmates in real-time and unscheduled guided activity where you will be required to complete activities and tasks at a time which best suits you. Teaching will take place on campus, wherever possible, and where this is safe to happen.

Definitive information on module delivery during 2020/21 will be provided on Module Moodle Sites. For specific enquiries please contact the module leaders directly.

Core Module Information
Module title:	Airline Management
SCQF level:	10:
SCQF credit value:	20.00
ECTS credit value:	10
Module code:	TSM10108
Module leader:	Ellis Urquhart
School	The Business School
Subject area group:	Tourism and Languages

Prerequisites

Successful completion of an airport, airline or air transport related module at equivalent SCQF 8 or 9.

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

Full Details of Teaching and Assessment

2022/3, Trimester 2, Face-to-Face, Edinburgh Napier University
VIEW FULL DETAILS

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:

The module learning and teaching approach is primarily a series of lectures and labs. Lectures will cover the basic topics of the module. However, a large part of your learning will be based on an online simulated airline game. You will work in small teams of 3 or 4 to run your own simulated online airline. The game requires you 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 labs will take place in the second half of the module, when the game will be played online. There will be several tutorials devoted to trial batch runs of the game, which will give you 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 you and your teams in the preparation of their business plan and evaluation.

There are two instruments of assessment. Assessment 1 requires you to construct a business plan prior to establishing the virtual airline. This will be a team assessment weighted at 40% of the module grade. Assessment 2 is an individual reflective analysis (60% weighting) that requires you to consider how well the 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 provision of formative feedback is a key component of the LTA approach underpinning this module. Formative feedback opportunities are built into each tutorial where you will be encouraged to engage with and reflect upon module themes via a series of different learning tasks. These provide opportunities for the module tutor to help with your understanding and interpretation of module topics. This formative feedback is delivered in class time in response to student contributions both individually and collectively. Formative feedback arises via the discussion and analysis of tutorial questions, practical examples/cases and associated reflection on a range of learning tasks.

Summative Assessment:

Assessment 1. A 2'500 word Group Business Plan (project)to be submitted in Week 10 weighted at 40% of the module.

Assessment 2. A 3'000 word Individual Reflective Analysis (report) to be submitted in Week 15 weighted at 60% of the module.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activity	Learning & Teaching Activity	NESH (Study Hours)
Face To Face	Lecture	12
Face To Face	Practical classes and workshops	12
Independent Learning	Guided independent study	176
	Total Study Hours	200
	Expected Total Study Hours for Module	200

Assessment
Type of Assessment	Weighting %	LOs covered	Week due	Length in Hours/Words
Project - Written	40	1 - 3	10	HOURS= 00.00, WORDS= 2500
Report	60	2 - 5	14/15	HOURS= 00.00, WORDS= 3000
Component 1 subtotal:	40
Component 2 subtotal:	60
Module subtotal:	100

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