STRATEGIC PLANNING AND DEVELOPMENT IN AVIATION - 2025/6

Module Overview

The Strategic Planning and Development in Aviation module is designed to equip students with a comprehensive understanding of strategic management and development practices within the aviation industry. Emphasizing the integration of strategic thinking with aviation operations, this module aims to foster skills in strategic analysis, planning, and implementation, alongside the development of innovative and sustainable strategies. Students will gain profound insights into both commercial and operational aspects of aviation, enabling them to conceptualize and evaluate strategic initiatives tailored to the dynamic aviation environment. The pedagogical approach of this module will leverage diverse classroom activities, ensuring that students' skills are honed in preparation for the semester's assessments.

Leveraging the curriculum and insights from guest speakers, students will be tasked with crafting a strategic plan focusing on a pressing issue in the aviation sector, applying the theories and methodologies discussed. Furthermore, students will collaborate in teams to create a proposal seeking investment for their strategic aviation project. These assessments are designed to refine students' digital proficiency and enhance their employability by mirroring real-world professional tasks.

Building upon the foundational knowledge acquired in preceding modules, such as Airport operations, Airline management and Airport management, this module delves into a broad spectrum of strategic frameworks and development models pertinent to various facets of the aviation industry. Students' critical thinking skills will be nurtured through engagement with contemporary strategic challenges and opportunities in the field, including technological advancements, global market dynamics, regulatory environments, and sustainability practices. By exploring the core principles of strategic planning and development as applied by industry leaders and experts, students will cultivate essential competencies for assessing, devising, and implementing forward-thinking strategies that will drive the future of aviation and its role in global connectivity.

Module provider

Surrey Hospitality & Tourism Management

Module Leader

O'CONNELL Frankie (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

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

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

• Introduction to strategic planning in aviation.


• Analysis of the aviation sector environment.


• Strategic management theories and models.


• Competitive strategy and market positioning in aviation.


• Innovation and technology in aviation strategy.


• Sustainability and Corporate Social Responsibility in aviation.


• Strategic risk management in aviation.


• Case studies in aviation strategy.


• Communication and stakeholder engagement.


• Strategic plan development workshop.

Assessment pattern

Alternative Assessment

None

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate:

• ability to relate the theories of strategic planning and innovation to the aviation sector practice at government, corporate and policy levels.


• ability to critically analyse and evaluate the theories and disciplines that underpin strategic planning in aviation.

Thus, the summative assessment for this module consists of:

• A task to identify and evaluate one relevant case study to identify and discuss aviation strategic planning and development. This could be at the global, national or local level, including policy and businesses (e.g., strategic planning for sustainable aviation) and considering different strategic climates (e.g., as a response to crisis versus linked to more incremental and cumulative opportunities).


• Each student must
  
  
  
  • Provide a brief synopsis of the chosen strategy (maximum 250 words).
  
  
  • Critically evaluate the rationale, appropriateness of the strategy, factors heavily influencing (both positively or negatively) the nature and direction of the strategic planning and innovative endeavour and successful/unsuccessful outcomes.
  
  
  • Provide an executive summary of the report (maximum 250 words).
  
  
  • Length: Between 3000 and 4000 words long (excluding references).
  
  
  
  

 

Formative Assessment & Feedback

• use of review questions and case studies.


• review of student mini-presentations on their strategies chosen for assessment.


• verbal feedback in lectures/tutorials.


• peer-review opportunities.


• Q&A sessions on the assignment.

Module aims

• To develop knowledge of the theoretical foundations and practical applications of strategic planning within the aviation sector.
• To facilitate students' understanding of the relationship between strategic development in the aviation sector.
• To promote a critical analysis of how innovation serves as a cornerstone in strategic planning for airlines, airports, and regulatory bodies at various levels, under different strategic contexts (e.g., growth-oriented vs. survival-oriented).
• To enable the application of strategic and innovative frameworks to case studies in aviation, analysing real-world scenarios and strategic responses.
• To cultivate the understanding of the facilitators and challenges that shape the effective execution of strategic initiatives and innovative practices in the aviation.
• To analyse the role of innovation and technology in shaping the future of aviation.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to:

• provide an opportunity for the theoretical background already established in earlier parts of the course to be understood within the broader concept of strategic planning


• explore the gap between theory and practice in the aviation sector using case studies


• provide an opportunity to apply theories and concepts to chosen case studies


• provide opportunities for the students to explore, develop and evaluate the issues individually and in collaboration and discussion with peers, lecturers and visiting speakers

The learning and teaching strategy consists of weekly lectures and interactive tutorials. To prepare for lectures and tutorials each week, students will receive topic-specific materials (e.g., videos, case studies, papers, etc.) to independently prepare before the lecture and tutorials. Post lecture, students will receive guiding questions to reflect on, and consolidate their learning.

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: MAN3246

Other information

This module adopts the university curriculum framework which aims to develop learners with strong capabilities in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability, and Resourcefulness and Resilience. This module contributes to the development of the following capabilities:

Global and Cultural Capabilities: Within the context of strategic planning and development in Aviation, the module emphasises understanding strategic innovation on a global scale. Drawing on case studies from various international aviation planning strategies, students will explore the impact of different cultural and managerial contexts on strategic decision-making. Class discussions and seminar exercises will provide opportunities for students to enhance their global and cultural capabilities through interaction with peers from diverse backgrounds.

Digital Capabilities: Utilising various digital platforms including SurreyLearn and Microsoft Teams, this module ensures that students develop proficient digital skills. Teaching materials are presented in multiple formats, and students are encouraged to engage in online discussions and collaborative activities. Moreover, instruction on digital literature review searches fosters independent learning and effective assessment preparation, preparing students for digital-centric workplaces.

Employability: Guest lectures from industry professionals and managers within the aviation sector offer firsthand insights into innovation strategies and strategic management practices. Through analysis of current case studies, students will critically evaluate the outcomes and challenges of strategic planning and development in aviation. This module equips students with transferable skills such as problem-solving and critical thinking, enhancing their employability in diverse organisational settings.

Sustainability: Students will critically examine the implementation challenges and success factors of strategic initiatives in aviation through real-life case studies and class discussions. By developing recommendations to address barriers to sustainability, students will explore how strategic planning and innovation can contribute to the long-term sustainability of aviation organisations.

Resourcefulness and Resilience: The module's assessment strategy includes individual coursework designed to foster critical insights and reflective practices among students. Mini presentations of case studies in class promote the development of presentation and public speaking skills. Students are encouraged to make informed decisions regarding their work and engage in open discussions to understand diverse perspectives, enhancing their resourcefulness and resilience in navigating complex strategic challenges within the aviation sector.

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.