Airline BusinessLaajuus (10 cr)

Learning objectives

The implementation aims at developing students’ ability to build a holistic view of airline key commercial units activity functions. After a successful participation of the course the participant should have proficiency in recognising real-life airline commercial business functions and assess their impact on airline business considerations. The course aims at building up insight in airlines professional expectation through:
-The ability to recognise processes between airline business stakeholders.
-Interpreting airline business concepts and drivers such as strategic considerations, market management, pricing, network planning, and sustainability application
-Enhance students’ ability to cultivate strategic thinking and articulate functions in different airline business models.
-Assess airline key unit functions and their intent in context of airline management
-Applying KPIs impact considerations on airline route and O&D performance
-Articulating and creating a Commercial Business Plan formulation for positioning an airline in its market(s)

Contents

CONTENTS
*Commercial Management and Strategy
*Finance and Treasury
*Sales
*Marketing
*Network Planning (Schedules, Fleet & Profitability Scenarios)
*Revenue Management and Pricing
*Alliances and Partnerships
*Ancillaries Business
*Loyalty
*Sustainability
*Industrial Affairs, Politics & Law

WORKING LIFE CONNECTIONS
Company and airline visits, guest lecturers and project work in cooperation with different aviation companies and organisations.

INTERNATIONALITY
Teamwork in an international group, supervised by international instructors. Guest lecturers from international organisations and partner universities.

Starting level and linkage with other courses

The module is a part of professional studies in Porvoo Campus competence-based curriculum. Prerequisites for the module are that the student has completed basic and professional studies in aviation. Alternatively, basic airline knowledge gained in working a few years in an airline.

Implementation methods, demonstration and Work&Study

Examples of Assignments and Exercises:

Ex1.Video+discussion
Ex2.Business model matrix+article
Ex3. SWOT/PESTEL/Strategy+Annual statement read
Ex4. Quizz + Pricing Structure creation
Ex5. Network & Route Performance Evaluation
Ex6. Media Plan assessment
Ex7. Why a particular Alliance? + article read
Ex8. Sustainability considerations in network planning
Ex9. PoS Budgeting Plan

If students have acquired the required competence in previous work tasks, recreational activities or on another course, they can show the competence with a demonstration and progress faster through their studies. More information and instructions for recognising and validating prior learning (RPL) are available at MyNet.

Assessment criteria - grade 1

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed. 

Grade 1
(Basic knowledge, completes given tasks and assignments on a satisfactory level)
You are able to understand and interpret the basic principles of airline business, through listing and formulating the essential considerations. In addition, you can calculate and present airline business KPIs and variables. Moreover, you have shown basic knowledge in performance evaluation assessment. Furthermore, you can apply and reflect basic strategy frame and present considerations in your commercial business plan report.

Assessment criteria - grade 3

Grade 3
Good (You have Comprehensive knowledge, and are expected to compare and link course concepts. You have completed given tasks and assignments on a good level, showing positive attitude through participating in some discussions, and makes visible efforts in analysing and solving possible challenges and problematics.)

You can apply and interpret the basic principles of airline business and can benefit to business considerations through KPIs assessment. In addition, You can not only calculate essential KPIs, but discuss and analyse different variables impacting performance evaluation. Moreover, you are able to critically evaluate a Commercial Business Plan report applied with airline business variable considerations. Furthermore, you can interpret, asses and present different considerations in a structured commercial business plan report and presentation.

Assessment criteria - grade 5

Grade 5
Excellent: (In addition to finalising all given tasks with exemplary results, you can widely build knowledge by demonstrating comprehensive use of course concepts. You consistently contribute in discussions, indicate thorough preparation and elaborate on analytical insight and conclusions. You have a distinguished level of problem-solving skills, and an innovative mindset for analytical assessments. You can cooperate responsibly and constructively in a professional manner and take others views into consideration.)

You can apply and interpret the principles of airline business for driving commercial initiatives and performance evaluation. You can formulate the essential KPIs and develop business based on the analysis. You possess skills in independently applying insights of airline business in commercial plan considerations context. Moreover, you are able to visually illustrate, with the help of qualitative and quantitative data, how to develop business activities through several variables influencing airline business. Furthermore, you can clearly create, asses and present key considerations through a well formulated commercial plan report and presentation in an innovative manner.

Learning materials

Course literature:
Taneja, N.K. 2014. Designing Future-Oriented Airline Business. Ashgate.
Wensveen, J. G. 2015. Air Transport. A Management Perspective. Ashgate.

Additional reading:
Bartlik, M. 2011. The Impact of EU Law on the Regulation of International Air Transportation. Ashgate.
Flouris, Triant G . & Yilmaz, Ayse K. 2011. Risk Management and Corporate Sustainability in Avaition. Ashgate.
Morrell, Peter.S. 2013. Airline Finance. Ashgate.
Rhoades, Dawna l. 2014. Evolution of International Aviation Phoenix Rising. Ashgate.
Sheehan, J.J. 2013. Business and Corporate Aviation Management. New York: McGraw-Hill Education.
Vasigh, B. & Fleming, K. & Tacker, T. 2013. Introduction to Air Transport Economics From Theory to Applications. Second Edition. Ashgate.

E-books and online articles
Companies’ web-portals
Relevant media, news agencies, quality press, etc.
Social networking tools
Instructors’ own materials, materials produced by students.