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Master Class Airline Management & Strategy
https://www.antwerpmanagementschool.be/en/program/airline-management-strategy/curriculum-faculty
Curriculum & faculty

Master Class Airline Management & Strategy

Learn how to formulate and implement an effective airline strategy. This course will both reinforce you as a strategically thinking manager and sharpen your skills to formulate, dissect and structure your organization’s and competitors’ strategies.

Language

English

First start date

15.01.2024

Duration

1 - 10 days
Price
€3.950

Location

Antwerp, Belgium

Language

English

First start date

15.01.2024

Duration

1 - 10 days
Price
€3.950

Location

Antwerp, Belgium
https://www.antwerpmanagementschool.be/en
Home
https://www.antwerpmanagementschool.be/en/program
Programs
https://www.antwerpmanagementschool.be/en/program/airline-management-strategy
Master Class Airline Management & Strategy
https://www.antwerpmanagementschool.be/en/program/airline-management-strategy/curriculum-faculty
Curriculum & faculty

Curriculum & faculty

Modules

Regulatory framework and policy issues

To formulate and implement an effective airline strategy, you first need to understand the impact of public policy and regulatory issues that shape the air transport business.

→ Chicago convention and role of ICAO
→ US/EU deregulation
→ Open skies agreements
→ CORSIA and ETS trading schemes


Air transport demand and supply

We will then move on to investigate the main current and future demand and supply drivers of air transport. We will also look into the short, medium and long term impact of the COVID-19 pandemic.

→ Trends and growth drivers
→ Customer segmentation
→ Price, income and time elasticities


Airline finance, cost and revenue structure

In this module you will get a broad overview of the typical P&L structure of an airline. We will discuss the most important costs and revenues and look into the interdependencies and sensitivities between these cost and revenue factors. We will also reflect on the differences in cost and revenue structures between the different airline business models, using the balance sheets of American Airlines, Ryanair and Lufthansa group as examples.

→ Operating revenues and costs, non-operating revenues and costs
→ Operating margins, benchmarking and KPIs
→ Impact of exchange rates
→ Wet-lease, dry-lease, damp-lease agreements


Airline business models and competitive strategies

Airline business models are key to define the value proposition, create comparative strategic advantage and hence formulate and shape the strategy of airlines. We will analyze various existing, failed and novel business models and put theory into practice through a group discussion on the Singapore Airlines and Lufthansa group airline brands and strategic positionings.

→ Business Model Canvas
→ Porter model
→ Multi-brand airline groups


Airline network development

Networks are a key aspect of airline business models. We will discuss the features, advantages and disadvantages of different airline networks, and link these with the potential impact of network structure and aircraft scheduling on the cost and revenue structure.

→ Point-to-point networks
→ Hub-and-spoke networks
→ Short-haul, medium-haul, long-haul and feeder networks
→ Aircraft scheduling
→ Seasonality


Airline marketing and strategic positioning

A fairly standardized airline product needs to be differentiated based on the chosen business model and identified customer segmentation to demonstrate and gain comparative strategic advantage. This module sheds light on the strategic positioning of an airline in the competitive landscape and provides you with tools to create strategic differentiated leverage.

→ Leisure travelers
→ Business travelers
→ VFR segmentation
→ Strategic positioning


Air cargo economics

Air cargo counts for an average of about 15% of passenger airlines’ revenues. With the increased freight payloads of new aircraft models, air cargo gains importance to run an airline profitably. This module looks into the different cargo business models and strategies.

→ Importance of air cargo
→ Air cargo business models and strategies
→ Air freight division economics


Strategic alliances

Strategic alliances are key in airline strategies. Lately, these alliances seem to loose importance and are gradually being replaced by airline joint ventures and equity alliances. In this module we will analyze the rise and fall of the Swissair Qualifliyer alliance. In an interactive case study, we will draw parallels from this failure with the recent defunct Etihad equity alliance and capture lessons learned. We will also look into other successful alliance and cooperation formats.

→ Roadmap towards strategic alliances
→ Cooperation formats
→ The future of alliances

Case studies

Several real-life case studies will be discussed in class, in particular the Harvard Business School case study on ‘Ryanair – Flying too close to the sun?’ and ‘Emirates – Connecting the unconnected’. With the knowledge gained, you should be able to analyze, discuss and solve these case studies effortlessly.

Excursions

We will organize excursions to either Brussels Airlines or TUIfly Benelux headquarters with site visits to the facilities and presentations by key senior management staff. A visit to the night operations at the DHL Brussels hub will also be included.

Learning outcomes

After this course, you will be:

  • familiar with the different facets of airline strategy;
  • aware of the different actors playing a part in the air transport value chain and their
  • underlying relationships;
  • able to analyze and solve specific strategic issues of airline management;
  • able to prepare, carry out and follow up strategies concerning the broader area of airline management and strategic positioning;
  • able to understand and influence the impact of public policy and regulatory issues that shape the air transport business;
  • able to critically assess the strategic and operational management of an airline;
  • able to critically assess your own research results or solutions to complex cases
  • concerning airline strategies;
  • able to carry out independent research on a problem or topic affecting the current air transport industry.

Faculty

Start the registration procedure

We only accept a limited number of candidates. We advise you to start the noncommittal application process as soon as possible. Registrations will be closed once the maximum capacity has been reached.

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