AIRLINE MANAGEMENT - 2025/6

Module Overview

The Airline Management module offers a thorough examination of the airline industry, encompassing a broad spectrum of topics including the underpinning factors driving traffic growth to the complex challenges associated with achieving profitability. It probes the intricacies of the different airline business, the multifaceted challenges encountered, the strategic frameworks impacting decision-making, and numerous other pivotal factors that shape the industry landscape. Moreover, the module will dissect the business models of full-service network airlines, low-cost carriers, long-haul low-cost carriers, regional airlines, and chartered airlines, analysing the distinctive features at depth that define each business model.

The module delves into deregulation and open skies policies, which spawns traffic growth and development. It thoroughly explores the symbiotic partnerships facilitated by airline alliances and Joint Venture arrangements, which are instrumental in fostering revenue prosperity. In-depth examination is conducted on ancillary revenue streams, now integral to profitability, while the latest airline marketing trends to enhance customer engagement and connectivity are extensively scrutinised. How airlines price their seat inventory to maximise yield will be analysed. Furthermore, a meticulous examination of the Environmental Issues concerning Air Transport, that is increasingly pivotal to the industry’s future, is meticulously examined.

Students will have the opportunity to access the University’s subscription databases that are widely used by the commercial departments of the airline and airport industry. These include Cirium dashboard, OAG, and MIDT databases.

The module features an airline management simulation bringing in experiential learning and practical application of strategic decisions within an airline context.

Module provider

Surrey Hospitality & Tourism Management

Module Leader

O'CONNELL Frankie (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 5

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

Indicative content includes:

• The General Trend of the Global Air Transport industry.


• Deregulation and Open Skies.


• Low Cost Carriers and Long Haul Low Cost Carriers.


• Full Service Network Airlines.


• Airline Marketing.


• Ancillary Revenues.


• Pricing Management.


• Airline Alliances, Joint Ventures and Equity Partners.


• Achieving environmental sustainability in the airline industry.

Assessment pattern

Alternative Assessment

In cases where the original group presentation is not suitable for re-assessment (e.g., only one student needs to retake the failed group presentation), an individual essay of 1,500 words will be assigned.

Assessment Strategy

To enrich academic depth, the assessment strategy is structured into two components. Firstly, it  enables students to demonstrate effective group collaboration skills and gain comprehensive insights into airline management topics. Secondly, each student will undertake a distinct assignment, encouraging the application of critical thinking and analysis towards emerging trends in airline management.

Thus, the summative assessment for this module consists of:

• Group presentation addresses learning outcomes: 1, 2, 3 and 6.


• Individual assignment addresses learning outcomes: 3, 4, 5 and 7.

Students receive written feedback on both their group presentation and individual assignment. To enhance feedback effectiveness, a structured feedback sheet will thoroughly delineate students’ strengths, areas for improvement, and offer tailored suggestions to enhance their performance across subsequent assignments.

Module aims

• Provide a comprehensive foundational knowledge of the airline industry.
• To cultivate a comprehensive understanding of the different airline business models and their diverse strategies and structures that airlines employ to thrive in the dynamic aviation sector. It delineates the fundamental principles and distinctive characteristics that form the foundations for different airline business models.
• To foster an awareness of the regulatory framework, policies and industry standards that govern the aviation sector.
• Assess the importance of ancillary revenue streams given the industry¿s low profit margins and mastering revenue optimisation techniques, through pricing mechanisms and revenue management techniques.
• Evaluating marketing strategies through a strategic blend of digital innovation, customer-centric approaches, relationship management, and brand positioning.
• Appraise the dynamics of airline alliances and Joint Venture arrangements, which provide collaborative efforts of shared resources, route networks, code-sharing agreements, and pricing coordination in bolstering competitive positioning and revenue generation within the global aviation landscape.
• Exploring emerging trends, technologies, and challenges from the viewpoint of sustainability and environmental impact.
• Develop critical thinking, problem solving and decision making abilities through the use of the Universities databases that included OAG, IATA AirportIS, and Cirium.
• Equip students with the knowledge, skills, and confidence necessary to succeed academically and professionally.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to:

The educational approach is meticulously crafted to offer a foundation of up-to-date knowledge and theories within the aviation industry, underpinned by relevant examples. Emphasis is placed on elucidating current industry challenges and discussions, empowering students to employ critical thinking skills when engaging with scholarly literature and theoretical frameworks.

Moreover, the pedagogical approach aims to cultivate students’ cultural sensitivity, adeptness in digital technologies, self-assurance, and collaboration skills, while fostering leadership, effective communication, employability, and professionalism. These educational efforts are intended to bolster students' adaptability and perseverance, ultimately enhancing their marketability and career prospects.

The teaching and learning methods include:

• Lectures from accomplished academic staff


• Elevate the learning experience through guest lectures delivered by seasoned industry executives, renowned for their wealth of practical knowledge and invaluable insights.


• Enrich the learning environment by exploring discussion topics that focus on current trends, encouraging students to both format and critically evaluate perspectives crucial to shaping the landscape of the airline industry.


• Augment learning rigour through simulation-based workshops where students learn to manage all facets of an airline, apply business strategy in a realistic context, and understand the impact of their decisions in a competitive market.


• Elevate academic engagement by organising small in-class groups for brief discussions, integrating theoretical concepts with practical examples on trending topics. This approach enhances students’ understanding by bridging theoretical ideologies with real-world scenarios, facilitating comprehensive learning and practical application.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN2223

Other information

To enhance educational outcomes, this module aligns with the university curriculum framework emphasising the cultivation of learners’ abilities in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability, Resourcefulness, and Resilience. This module actively contributes to enhancing the following capabilities:

Global and Cultural Capabilities: With a focus on Global and Cultural Capabilities, this module centres on the development and administration of airlines from a worldwide lens. Students will gain insights into how ongoing commercial developments shape the industry, encompassing international, national, and cultural contexts. Leveraging the diverse cultural backgrounds of students from various countries, class discussions and seminar exercises will reinforce and bolster their global and cultural competencies.

Digital Capabilities: This involves utilising a variety of technological tools and platforms to enhance the learning experience. In this approach, educators leverage digital capabilities to provide teaching materials in diverse formats, catering to different learning preferences and styles. Students are encouraged to engage through online discussion boards, enabling collaborative learning and fostering communication among peers. Furthermore, lecturers provide guidance on conducting digital literature review searches, equipping students with the skills to independently explore academic resources and prepare for assessments effectively. Through the integration of a Virtual Learning Environment (VLE) like SurreyLearn, virtual classrooms, video conferencing platforms such as Zoom and Microsoft Teams, and data analytics software, the learning process becomes more dynamic and interactive. These digital tools not only facilitate access to educational resources but also support meaningful interactions between students and lecturers. By seamlessly navigating through online materials, participating in virtual discussions, and utilising data analytics from the university’s aviation databases for research purposes, students can enhance their learning outcomes and develop essential digital literacy skills crucial for success in a digital age.

Employability: The curriculum is tailored to provide students with the necessary knowledge and skills for a career in the aviation industry. It encompasses theoretical understanding, practical expertise, and critical thinking capabilities, crucial for professional success. Collaborating with industry partners ensures the BSc program stays current with industry trends. Guest lecturers bring real-world insights, networking opportunities, and discussions on current topics to inspire and motivate students, enhancing their learning experience and bridging the academia-industry gap. Industry speakers are instrumental in enriching education and preparing students for the demands of the professional world. The extensive alumni network of the University of Surrey  MSc air transport management program greatly contributes to creating a supportive community and preparing students for future opportunities and challenges. In addition, students benefit from accessing the university’s subscription aviation databases, commonly used by the commercial departments of airlines and airports worldwide. These data-rich resources assist students in cultivating analytical skills, interpreting data, making informed decisions, which are directly applicable to the industry, ultimately enhancing career opportunities.

Sustainability: The module introduces learners to the evolving priority of airlines in reducing their environmental impact by utilizing fuel-efficient aircraft, implementing sustainable aviation biofuels, optimizing flight routes, and investing in green technologies, all while upholding ethical business practices. Students will explore avant-garde technologies like electric aircraft and hybrid propulsion systems that play a crucial role in advancing sustainability in airline management. The module will provide insight into how airlines can establish a more resilient, responsible, and future-proof industry by integrating sustainable practices and involving stakeholders.

Resourcefulness and Resilience:

Academic resourcefulness empowers students to enhance the quality and depth of their academic work by accurately incorporating commercial airline perspectives and evidence from reputable sources. This includes proficiency in conducting thorough literature reviews from Journals such as the Journal of Air Transport Management and utilising various aviation databases, while understanding and applying appropriate research methodologies, and effectively utilising library resources pertinent to aviation topics.

Resilient students exhibit adaptability in challenging situations, effectively coping with stress and setbacks, persisting in academic endeavours despite obstacles, and maintaining a positive attitude towards learning and personal growth. Student well-being is paramount, with the emphasis on seeking and utilising support systems like HIVE during academic challenges. Academic resilience fosters qualities of perseverance, courage, and resolve, encouraging proactive strategies for overcoming obstacles and attaining academic success.

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2025/6 academic year.