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

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

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
TOTAL150

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
TOTAL150

Assessment

Type Task Weighting ULO's
Activity ReportGroup 10 - 20% 1,2,3,4,5,6,7 
Business PlanGroup 10 - 20% 1,2,3,4,5,6,7 
Online TestsIndividual 25 - 35% 1,2,3,4,5,6,7 
PresentationGroup 10 - 20% 1,2,3,4,5,6,7 
Research ReportIndividual 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.