Module: Airline Management

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Airline Management
Module Code	MT5153 (ITS) / MNA1145 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	Marina Efthymiou
Module Teachers	Viktoriia Ivannikova
NFQ level	9	Credit Rating	7.5
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

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

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	30	No Description
Fieldwork	47.5	Reading assigned materials for class, such as cases, articles and web sources.
Assignment Completion	40	Completion of research for assignment and assignment preparation and documentation
Independent Study	70	No 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	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Assignment	n/a	100%	n/a

Reassessment Requirement Type
Resit arrangements are explained by the following categories: Resit category 1: A resit is available for both* components of the module. Resit category 2: No resit is available for a 100% continuous assessment module. Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
This module is category 1

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