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

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
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 activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Practical classes and workshops 12
Independent Learning Guided independent study 176
Total Study Hours200
Expected Total Study Hours for Module200

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

Indicative References and Reading List - URL:
Contact your module leader