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Instructors: Dr. Philipp Goedeking; Univ.-Prof. Dr. Franz Rothlauf
Event type:
online: Lecture
Displayed in timetable as:
Airline Strategies
Hours per week:
2
Language of instruction:
Englisch
Min. | Max. participants:
- | -
Requirements / organisational issues:
This class will be taught in English. Familiarity with basic concepts of pricing, logistics, finance, controlling, and macroeconomics is an asset but not essential.
The class will take place once a week. Most subjects will build on each other over the course. Thorough understanding of the material and passing the test at the end of the course will require regular attendance. Most, but not all material used in the class will be made available to students at the beginning of the course.
Contents:
At the beginning of the lecture, the devastation in global aviation caused by the current pandemic will be discussed. Possible scenarios of recovery and implications for airline strategies will be described. The course will focus on up-to-date airline strategies and address some of the pre-Covid and post-Covid strategic challenges of airports, manufacturers, and regulators. It will outline the regulatory framework of global aviation, including current aspects of controversy like emissions trading, national ownership and control, and state aid. The drivers of airline economics such as asset financing, asset utilization, HR, and relevant macroeconomics will be reviewed, as well as the specific complexities of airline controlling. Key airline functions such as pricing, revenue management, network planning, sales and distribution, flight operations, and some engineering aspects of the aviation system will be explained. The fundamental mechanisms of airline competition will be described. Understanding these aspects first will allow an in-depth analysis of key airline strategies such as “low cost,” “hub”, or others. The course will emphasize quantitative analysis whenever relevant. If time permits, important aspects of distressed airline restructuring will be explained. At irregular intervals, top executives from airlines, airports and other companies or institutions will give short presentations.
Syllabus:
Airline regulation: IATA, ICAO, Chicago Convention, national ownership & effective control, emissions trading, CORSIA | Airline functions: Network management, pricing, revenue management, flight operations, MRO | Airline strategy: LCC, network carrier, hybrid carrier |IT: Global Distribution Systems (GDS), OTAs, crew management.
Recommended reading list:
Clark, Paul. Buying the Big Jets. Ashgate, 2001.
Doganis, Rigas. Flying Off Course. Routledge, 2010.
Goedeking, Philipp. Networks in Aviation: Strategies and Structures. Springer, 2010.
Morrell, Peter. Airline Finance. Ashgate, 2013.
Sterzenbach, R. and Conrady, R. Luftverkehr. Oldenbourg, 2012.
Wensveen, John G. Air Transportation. Ashgate, 2011.Guzhva, Vitaly S., Raghavan, S., D’Agostino, D.: Aircraft Leasing and Financing. Elsevier, 2019
Digital teaching:
Please note that most if not all lectures will be organized as online lectures (MS Teams)
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