Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title Aviation Business Management
Module Code MT316
School DCUBS
Online Module Resources

NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Description
This module examines aviation business structures and spans both airlines and non airline aviation organisations. The module analyses the organisational structures of different aviation organisations in the sector (e.g. PLC versus Private). An aim of the module is to provide students with management skills and techniques applicable to the aviation industry and in doing so both aviation tactical and strategic/corporate management techniques are analysed.

Learning Outcomes
1. Describe the corporate structure of aviation entities and assess the management practices applicable to each organisation
2. Discuss the variety of aviation business models and the key considerations in developing long range strategic plans, both for start-ups and mature organisations
3. Develop an understanding of corporate financial planning and the annual budgetary process, with specific emphasis on the management of cash, fuel, foreign currency and partner relations
4. Illustrate the key components of the revenue pipeline; (1) make products available for sale (scheduling and pricing), (2) distribute and sell products (marketing and distribution) and (3) fulfil the customer experience (service delivery and product development)
5. Discuss the key developments in the global aviation business and examine the current issues relevant to the commercial airline/airport community



Workload Full-time hours per semester
Type Hours Description
Lecture22Outline of theory and practical elements of aviation safety managment
Directed learning22Preparation for class - case/article reading
Independent learning26Reading, problem solving and library work
Assignment35research, data collection and write up of assignments
Independent learning20Exam Preparation
Total Workload: 125

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
Introduction to Management.
General management principles/techniques<br/>Corporate culture and management styles.

Organisational Structures.
Generic structures (PLC v Private)<br/>Passenger airlines, freight entities, air traffic services, airports, MROs, lessors.

Strategic and Corporate Management.
Business models, consolidation, alliances and joint ventures<br/>Financial reporting and liquidity<br/>Long range planning<br/>Annual budgetary process<br/>Cost control<br/>Foreign currency and fuel hedging policies<br/>Investment appraisal / Economic analysis<br/>Asset management / Fleet planning<br/>Crew establishment / Resource planning<br/>Partner relations<br/>Brand management.

Tactical management.
Network development (airports and airlines)</br>Scheduling<br/>Revenue management and pricing<br/>Ancillary revenue<br/>Marketing, advertising and loyalty (FFP)<br/>Distribution (GDS, Res, Online Booking Engine)<br/>Product development and service delivery.

Assessment Breakdown
Continuous Assessment50% Examination Weight50%
Course Work Breakdown
TypeDescription% of totalAssessment Date
AssignmentStrategy paper; prepare a strategic review of a relevant airline and submit recommendations to strengthen the carrier’s business model and financial performance20%n/a
Group assignmentNew airline start-up project; each project team (comprising five students), will submit and present tactical plans covering their individual areas of responsibility30%n/a
Reassessment Requirement
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 1
Indicative Reading List
  • Wensveen, J.: 2011, Air Transportation. A Management Perspective, 7, Ashgate Publishing,
  • O’Connell, J. & Williams, G.: 2011, Air Transport in the 21st Century. Key Strategic Developments, Ashgate Publishing,
  • Doganis, R.: 2006, The Airline Business, 2, Routledge London.,
  • Bazargan, M.: 2010, Airline Operations and Scheduling, 2, Ashgate Publishing,
  • Tiernan, S.D., Morley, M.J. and Foley, F: 2006, Modern Management, Theory & Practice for Irish Students, 3, Gill & Macmillan,
  • Rhoades, D.L.: 2008, Evolution of International Aviation, 2, Ashgate Publishing,
  • Lumpé, M-P.: 2008, Leadership and Organization in the Aviation Industry, Ashgate Publishing,
  • Shaw, S.: 2007, Airline Marketing and Management, 6, Ashgate Publishing,
  • Janic, M.: 2007, The Sustainability of Air Transportation, Ashgate Publishing,
Other Resources
None
Array
Programme or List of Programmes
AMPSBSc in Aviation Man. with Pilot Studies
Timetable this semester: Timetable for MT316
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