Aviation Business Strategies and Management
Overview
This unit of study will provide students with a comprehensive body of knowledge relating to Financial, Economic, Management and Marketing strategies in Air Transport Operations. The theory is enhanced through participation in a highly sophisticated airline simulation. The simulation requires analysis and decision-making skills in order to creatively formulate and test appropriate airline models in terms of aircraft and route selection, yield and pricing management, maintenance and cargo operations in a competitive environment.
Requisites
Learning outcomes
Students who successfully complete this unit will be able to:
- Interpret company financial statements
- Explain and discuss capital budgeting techniques and funding mechanisms
- Explain and discuss principles of economics including supply and demand, market forces and competitive strategies
- Identify, review and evaluate key aviation business models and strategies
- Explain and discuss key marketing concepts related to aviation such as yield management and service levels and delivery
- Demonstrate initiative, creativity, critical and reflective thinking and judgement by applying ethical management principles and functions effectively in a simulation program that replicates an airline competitive environment and demonstrate cognisance of the impact of business decisions on the bottom line
- Demonstrate effective team work and oral and written communication skills in order to critically analyse and report findings achieved in the simulation program
Teaching methods
HKU SPACE
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Face to Face Contact (Phasing out) Lecture | 1.67 | 12 weeks | 20 |
| Face to Face Contact (Phasing out) Tutorial Labs | 0.83 | 12 weeks | 10 |
| Unspecified Learning Activities (Phasing out) Independent Learning | 9.50 | 12 weeks | 114 |
| Face to Face Contact (Phasing out) Presentation | 0.50 | 12 weeks | 6 |
| TOTAL | 150 |
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Face to Face Contact (Phasing out) Lecture | 2.00 | 12 weeks | 24 |
| Face to Face Contact (Phasing out) Tutorial | 1.00 | 12 weeks | 12 |
| Unspecified Learning Activities (Phasing out) Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Activity Report | Group | 10 - 20% | 1,2,3,4,5,6,7 |
| Business Plan | Group | 10 - 20% | 1,2,3,4,5,6,7 |
| Online Tests | Individual | 25 - 35% | 1,2,3,4,5,6,7 |
| Presentation | Group | 10 - 20% | 1,2,3,4,5,6,7 |
| Research Report | Individual | 20 - 30% | 1,2,3,4,5,6,7 |
Hurdle
As the minimum requirements of assessment to pass a unit and meet all ULOs to a minimum standard, an undergraduate student must have achieved:
(i) An aggregate mark of 50% or more, and(ii) complete all assessmentsStudents who do not successfully achieve hurdle requirements (ii) will receive a maximum of 45% as the total mark for the unit.
Content
- Financial Strategies
- Working with Financial Statements
- Capital Budgeting Techniques
- Funding Mechanisms
- Economic Strategies
- Understanding Market Forces
- Economics of Competition
- Management Strategies
- Business Models
- Strategic Planning
- Organisational Capability and Workforce Planning
- Marketing Strategies
- Market analysis, capacity controls and yield management
- Marketing tools and reservations systems
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.