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Strategic Airline Management

Module name (EN): Strategic Airline Management
Degree programme: Aviation Business (Basic), Bachelor, ASPO 01.10.2018
Module code: ABBG34
Hours per semester week / Teaching method: 4V (4 hours per week)
ECTS credits: 5
Semester: 6
Mandatory course: yes
Language of instruction:
German
Assessment:
Written composition with presentation

[updated 01.10.2020]
Exam recurrence:
The information regarding exam recurrence is found within the exam policy of the study programme (ASPO).
Curricular relevance:
ABBG34 Aviation Business (Basic), Bachelor, ASPO 01.10.2015, semester 6, mandatory course
ABBG34 Aviation Business (Basic), Bachelor, ASPO 01.10.2018, semester 6, mandatory course
Workload:
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
ABBG23 Accounting and Airline Profitability
ABBG24 Investment, Financing & Controlling
ABBG26 Organization & Human Resources Management
ABBG31 Structure and Functions of the Global Air Transportation Business


[updated 12.03.2020]
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Joachim Klein
Lecturer: Prof. Dr. Joachim Klein

[updated 01.10.2018]
Learning outcomes:
The corporations that make up the global aviation industry are complex systems of goals, members and activities. Corporate governance issues affect all areas and fields of activity of a company. After successfully completing this module students will students have gained insight into the levels and concepts of corporate management (Part A: Strategic corporate management). By working through the subsequent case study (Part B. Case study on strategic corporate management), they will be able to apply their knowledge to a complex, practical problem and will have deepened their understanding of the requirements of modern corporate management. Based on the textbook by Ralf Dillerup and Roman Stoi, Unternehmensführung: Management & Leadership, corporate management will be presented as an integrated system and the levels and functions of the system will be explained and discussed. The many practical examples in the textbook will form a bridge between theory and practice.
As part of the case study on strategic corporate management, students will work on the following task: In order to ensure future viability and reduce latent risks, a regional airline based in Switzerland intends to expand its existing business model and develop at least one additional location in neighboring countries. In order to answer the question of location and the further expansion of the airline, students will analyze the legal framework, market potential and competitive situation in neighboring countries. They will evaluate the analysis results differentiated by markets and customer groups and develop an expansion strategy for the airline. Students will create the necessary product components (flight schedules, transport process, services, fare structures) for the potential locations and derive the corresponding marketing strategy and the necessary organization (flight operations, sales, administration) of the new company. They will create a detailed business plan (budget, budgeted balance sheet and planned profit and loss account, liquidity planning) to assess the profitability of the planned expansion. Participants will prepare a final report and a final presentation.

[updated 01.10.2020]
Module content:
A. Strategische corporate management
Part 1: Motivation und basic terms
Part 2: Normative corporate management
Part 3: Strategic corporate management
Part 4: Operative corporate management
 
B. Case study on strategic corporate management
1. Executive summary
2. Location decision
3. Market and competition
4. Product
5. Marketing and sales
6. Business model and organization
7. Flight schedule
8. Chances and risks (SWOT analysis)
9. Financial planning (business planning)
10.Summary and recommendations


[updated 01.10.2020]
Teaching methods/Media:
Lecture, tutorial, group work, case study

[updated 01.10.2020]
Recommended or required reading:
- Dillerup, R., Stoi, R. (2016): Unternehmensführung: Management & Leadership, 5. überarbeitete und erweiterte Auflage, Vahlen Verlag, München,
- Dillerup, R., Stoi, R. (2013): Unternehmensführung, Vahlen Verlag,
- Wensveen, J. G. (2005): Wheels Up: Airline Business Plan Development, Thomson/Brooks-Cole,
- Wensveen, J. G. (2011): Air Transportation: A Management Perspective, Ashgate Publishing Company,
- Sterzenbach, R; Conrady, R; Fichert, F. (2013): Luftverkehr _ Betriebswirtschaftliches Lehr- und Handbuch, 4. Auflage, München.
- Pompl, W. (2006): Luftverkehr - Eine ökonomische und politische Einführung, 5. Auflage, Berlin.
 
- Maurer, P. (2006): Luftverkehrsmanagement _ Basiswissen, 4. Auflage, München.
- Wieske-Hartz, H. (2004): Airline Operation, Hamburg.
- Schmidt, G.H.E. (2000): Handbuch Airline Management, München.
- Mensen, H. (2013): Handbuch der Luftfahrt, Springer-Verlag, Berlin Heidelberg.
- Mensen, H. (2012): Planung, Anlage und Betrieb von Flughäfen,
- Schulz, A., Baumann, S., Wiedenmann, S. (2010): Flughafen Management, Oldenburg Verlag,


[updated 01.10.2020]
[Tue Sep 28 06:08:33 CEST 2021, CKEY=asu, BKEY=avg3, CID=ABBG34, LANGUAGE=en, DATE=28.09.2021]