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Module Specifications..

Current Academic Year 2024 - 2025

Please note that this information is subject to change.

Module Title
Module Code
School
Module Co-ordinatorSemester 1: Marina Efthymiou
Semester 2: Marina Efthymiou
Autumn: Marina Efthymiou
Module TeachersMarina Efthymiou
Viktoriia Ivannikova
NFQ level 9 Credit Rating
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
None
Description

The airline industry is intensely competitive. Airline managers are required to understand the competitive environment, be able to perform a strategic analysis and understand the brand building processes. The emergence of LCCs and the airline business models, the formation of international strategic alliances (i.e. Star Alliance, Oneworld and SkyTeam), airline performance, revenue management and cost reduction strategies are the main areas that will be covered in this module.

Learning Outcomes

1. Synthesise knowledge and understanding of the airline strategy forming process.
2. Recognise the role and importance of the airline alliances and joined ventures
3. Demonstrate an understanding of the external and internal environment affecting the airline performance
4. Take responsibility for research produced, including, efficient time management, working to set deadlines and targets, demonstrating self-discipline, creative thinking and critical reflections of their own performance.
5. Critically evaluate the different airline business models and assess their management practices and strategy



Workload Full-time hours per semester
Type Hours Description
Lecture30No Description
Fieldwork47.5Reading assigned materials for class, such as cases, articles and web sources.
Assignment Completion40Completion of research for assignment and assignment preparation and documentation
Independent Study70No Description
Total Workload: 187.5

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Airline Business Models
The different airline business models (Full Service Network Carriers, charter airlines, Low Cost Carriers, hybrid models, all business class airlines, etc.) will be discussed using industry examples, academic papers and case studies.

Airline performance
Measurement and Performance Indicators, airline pricing and revenue management are central elements in an airline's performance.

Airline strategy
Cost reduction strategies will be identified and discussed. The strategic decisions of airlines will also be discussed using industry examples and case studies.

Assessment Breakdown
Continuous Assessment% Examination Weight%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Assignmentn/a100%n/a
Reassessment Requirement Type
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
This module is category
Indicative Reading List

  • O’Connell, J. & Williams, G.: 2011, Air Transport in the 21st Century. Key Strategic Developments, ISBN: 978-140
  • Doganis, R.: 0, The Airline Business, ISBN: 978-041
  • Shaw, S.: 2011, Airline marketing and management, ISBN: 1409401
Other Resources

None
Programme or List of Programmes
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