Airline Operations and Pricing Management, Assignment, UK

Assessment Criteria

Refer to the module's grading rubric for detailed marking criteria.

TASK 001: Airline Operations and Pricing Management

Phase Test Overview

Students will complete an online closed-book phase test that covers the key concepts and principles discussed in the first part of the module. The test will primarily assess your understanding of airline operational planning, the distinction between flight and ground operations, and the influence of these factors on service delivery and profitability.

Test Structure:

• Section A: Short Answer Questions (covering LO1)
• Section B: Scenario-Based Questions (covering LO2)
• Section C: Calculation-Based Questions (covering LO2)

Test Details:

• The test will be timed and set for 90 minutes.
• Closed-book, with students allowed to bring one page of notes for reference.
• Students will answer a combination of short-answer, scenario-based, and calculation questions designed to assess knowledge and application skills.

Assessed Module Learning Outcomes

• LO1: Examine the principles and key components of airline operations, recognising the distinction between flight operations and ground operations.
• LO2: Assess the implications of airline operations planning on passenger and cargo service delivery and profit maximisation.

TASK 002: Airline Operations and Pricing Management

Report Overview

You are required to write an individual report that focuses on airline pricing and revenue management strategies in varying business environments. You will assess and justify strategies for both Full-Service Carriers (FSCs) and Low-Cost Carriers (LCCs).
Additionally, you will examine cases of service disruption and suggest solutions to improve operational efficiency and customer satisfaction.

Report Structure:

1. Introduction
• Provide an overview of the key issues in airline pricing and revenue management.
• Briefly introduce Full-Service Carriers (FSCs) and Low-Cost Carriers (LCCs), noting their differences in pricing strategies.
2. Pricing and Revenue Management Strategies
• Compare and contrast pricing strategies for FSCs and LCCs.
• Use case studies or industry examples to demonstrate successful and unsuccessful strategies.
3. Service Disruption and Recovery
• Identify common causes of service disruption in airline operations (e.g., weather, technical failures, staffing issues).
• Propose effective service recovery strategies, drawing from real-world airline operations.
4. Conclusion
• Summarise key findings and recommend optimal strategies for airline pricing and service recovery.
5. Reference List
• Use APA7 referencing for all sources. A reference list is required but does not count towards the word limit.
6. Appendices
• Optional: Include any supporting materials or data in appendices. These will not count toward the word limit.

Assessed Module Learning Outcomes

• LO3: Decide and justify pricing and revenue management strategies that are appropriate to different business models and market environments.
• LO4: Identify causal factors of disruption and service quality failure in airline operations and recommend appropriate recovery actions.