Aviation Management

The course will provide an introduction to the commercial foundations of the airline industry. It describes the key economic, political, revenue, and cost trends in today’s environment and identifies the industry's key challenges and opportunities. Topics will cover post-COVID opportunities and strategies and explain the impact on digital applications on the industry.

During the last decade, the landscape of airline marketing has gone through a significant transformation. New development in technology has allowed airlines to develop an unprecedented level of engagement with their customers. These changes have an impact not only on the communication channels that marketers employ but on the role of marketing within airlines. Therefore, in this course, we explain marketing through several key aspects.

First is the role of marketing in creating a customer-oriented organizational culture. The second aspect emphasized in this course is the forces and events that have shaped the airline industry as it is today. The third aspect that is accentuated in this course is the impact of technology on distribution and communication channels. The bulk of the course, however, describes in detail the set of activities employed by marketers to help the airline reach its goals. We use case studies approach. The next major set of activities in this course is called the marketing mix. At the end, you will be able to manage a marketing plan.

During this course, you will improve your understanding of the key principles of airport management and evaluate the sustainability of airport business. Improve your understanding of the foundations of airport business and review the key elements required for effective business planning for airports. Study various airport business performance elements, how to improve operational procedures and how to apply the benefits and principles of airport marketing in your daily work.

Understand the complex interaction of various stakeholders related to airport operations and evaluate how successful airport executives develop broad strategic plans. Understand the complexity of the airport environment and learn how airports can address the conflicting interests and objectives of various stakeholders.

Commercial air transportation is considered an ultra-safe high-risk industry, similar in these aspects to nuclear power or chemical industries. A cornerstone of the high level of safety achieved is how safety is managed proactively in aviation, engaging all personnel. Nonetheless, dramatic accidents keep occurring. While safety management is expected to bring the solution, the current approach has possibly reached its statistical limit. New paradigms such as Safety II probably need to be embraced to keep improving safety and maintain the accident rate at a low level despite traffic growth.

This module aims to equip future managers with the knowledge and experience to understand safety management system benefits, limitations, and success factors, and play a leading role in ensuring adequate safety system implementation.

On the one hand, current air transportation has a profound impact on environmental degradation due to the higher fossil fuel consumption. On the other hand, the industry strives to realize and implement the highest innovation that may reduce its environmental impact. At the cross-border between social acceptability, technological possibility, economic reality and transportation modes competition, this module analyses the enormous challenges air transportation faces to find its path towards true sustainability amidst conflicting political agendas, fierce competition, technical reality, and stakeholders' expectations.

This module will enable students to grasp the broad issues at stake and explore different approaches towards aviation sustainability and their related credibility. Social and ethical aspects, such as the FLYGSKAM movement and greenwashing will also be discussed.

Air transportation exists in an international context, not bound by physical borders. International air law enables mutual national certification recognition and aims to ensure seamless global operation. However, while countries have a common interest in ensuring aviation safety, their economic strength and agenda often diverge, creating regulatory tensions. From the early age of aviation, this industry has been highly regulated to keep the risk under control and protect the public, similar to the medical industry and transport industry at large.

While regulatory compliance is only one element of aviation safety, it is still, probably for long, a measurable and enforceable way to ensure a minimum standard amongst air operators. Postholders should appreciate the depth and breadth of their duty, responsibility, and possibly accountability toward the Civil Aviation Authority. This module will equip future managers with a range of regulatory knowledge and understanding, to ensure their effective participation in the regulatory compliance of the operation they are involved in.