TOUR 168 Syllabus

ASIAN INSTITUTE OF TOURISMUNIVERSITY OF THE PHILIPPINES

Diliman, Quezon City

SYLLABUS

Course Number: T-168 Course Credit: 3 units 2nd Semester AY 2004-05Course Title: AIR TRAVEL MANAGEMENT

Lecturer: Ms. Mona Luisa C. de GuzmanOffice Location: Rm. 207 Bocobo Hall, UP Law Complex, Quezon CityClass Hours: Tuesdays & Fridays; 11:30AM - 1:00PMConsultation Hours: Thursday; 8:00AM – 11:00AMe-mail Address: [email protected] Mobile Number: (0927) 642-6379

COURSE DESCRIPTIONThe breadth & challenge of strategic problems --- current & future --- which confront airline and airport executives. The course aims to cultivate an awareness of the environment in which the airline and airport industry must function, both today and in the future. Analysis of new approached, techniques and management tools employed by effective airline and airport managers.

COURSE GOALS & OBJECTIVESGeneral: To give an overall view and background of Airline Operations both as a

phenomenon and as an industry of current principles, philosophies and practices.

Specific: To provide concepts and tools with which to understand Airline Management as a vital national and international activity.

Terminal: At the end of the course, students are expected to – Understand and be able to explain the important role that air

transportation plays in society, the economy, and the travel industry Become familiar with the scope and responsibility of air transportation especially in the tourism industry

Develop an understanding of air travel management, including elements such as marketing, finance, operations, and personnel via reading, class discussions, guest speaker presentations, and a research project.

Evaluate the role that government regulation has played in the development and current structure of the airline industry.

Develop an understanding in greater detail of some of the air carrier management issues introduced.

Gain further insight into air travel management issues through presentations by guest speakers, exposure to air travel literature, and research in the area and to be able to discuss these issues orally and in writing.

COURSE REQUIREMENTSThis is an elective course offered to students who have taken TOUR 161. The requirements for this class are divided into two categories: Individual and Group.

Individual RequirementsLong ExamsMid-Term and Final Examinations are scheduled. Each student is required to take these exams. The exams may consist of some combination of multiple choice and true & false questions, essay questions, and/or problems. If a student missed the Mid-Term his/her grade in the Final Exam will be the grade used for computation of the Long Exams portion of the grade. FINAL EXAM SHOULD NOT BE MISSED. Failure to take the final exams will result in an automatic grade of 5.0 for the course

QuizzesThese are objective short exams related to the topic discussed in class. May be announced or unannounced.

Class Attendance and ParticipationA large mark for participation indicates the commitment I am seeking from you. I will mark you up for active participation. Attendance will be checked every meeting at the start of the class (if you are not inside the room by then you will be marked absent).

Greater than five unexplained absences will result in an automatic grade of “5.0” for the course.

NOTE: Attendance will be checked at exactly 11:45AM (giving leeway to the students who have classes inside the campus).

mailto:[email protected]



SYLLABUS

Thought PapersThese are reactionary write-ups about a topic listed for the course. This will include ideas, comments, suggestions and reactions about the topic discussed in class (I do not want a summary of the class discussion, I want your response and opinions). Must be type written in a short bond paper (font: 12, arial; single spaced). Thoughts must be presented in a clear, concise and organized manner. As much as possible, there should be a guiding framework in the flow of your thought paper. Each student is required to submit a maximum of 6 thought papers (refer to Attachment A for a Topic). Thought papers must be submitted a meeting after the topic was discussed and no later.

Group RequirementsTechnical ReportsThe class will be divided into four (4) groups. Each group will be tasked to do a technical report on selected course topic from the outline. The report should highlight the important concepts of the topic and must last for a maximum of 60 minutes or an hour. The group can use any method of presentation so long as it is clear and concise. The reporting group is also required to submit a 15 page (maximum) report (font: 12, arial; single space; short bond paper) excluding title page ON THE 1st DAY OF REPORTING SESSION. The written report should give the details of the oral report and must include the references used. Non-reporting groups should be prepared after each report session for an objective quiz at the end of the class discussion.

Facilitating Group Discussions (FGD)For each technical report, a group will be assigned to be the discussion facilitators. The group will be given the rest of the time to encourage the class in discussing the technical report presented. The group can employ various methods of facilitation as long as at the end of the period they are able to go over the main points of the technical report.

Class ProjectSome sessions of our meeting is allotted for a speak-up where an invited guest speaker will talk on the specific topic. The role of the class would be to come up with the speaker, the venue and needed logistics for this session. You will be graded based on the results of the Speak-up and other factors such as logistics arrangement, technical arrangement and the likes.

Research PaperEach group is responsible for researching, writing, and submitting a research paper comprised of 1) a title page, 2) twenty-five pages of text (typed, single-spaced; arial 12 font), 3) a reference list and 4) figures. Individual quotes or references (data, etc.) should be cited in the text using footnotes. SUBMISSION: ON OR BEFORE THE FINAL EXAMINATION.

Groups will be assigned one of the topics below:1. Airline Technical Operations Management: Organizational and Regulatory

RequirementsThis paper should describe a basic organization structure for airline

technical operations, the major regulatory requirements it must meet, and the most important principles of management it should consider: e.g., employee relations, relationship to airline operations, out-sourcing.

2. Managing Airline Legacy Carriers to Compete with Low-Cost CarriersThis paper should describe the leading operational differences between

the two tiers of carriers and how the legacy carrier needs to be managed to be competitive.

3. The Relationship Between Airline Carriers and Airport OperatorsThis paper should describe how major and regional carriers should

operate to best complement each other’s business objectives with respect to such considerations as route structures, ownership, fleet planning, and labor relations; as well as airport development structures.

4. Labor Relations and PAL: What went wrong?This paper should describe how Philippine Airlines managed to

overcome the labor strike and the implications of these events on the airline operations with respect to such considerations as route structures, ownership, fleet planning, marketing and most especially labor relations.



SYLLABUS

These are research papers, not statements of opinion. You are expected to find information on the subject you have chosen and describe your findings in your paper. A few examples of good sources of information are: the textbook, the Atlanta Journal and Constitution, Aviation Week and Space Technology magazine, Air Transport World magazine, various web sites (faa.gov, dot.gov, airline web sites, etc.) and personal interviews.

METHODOLOGYThis class is one of the elective courses in the BS Tourism Program; therefore, it is assumed that students have taken the prerequisites of the course, so the emphases are on concepts and philosophies of Air Travel Management. The course is highly interactive between the class and the instructor. Various methods of teaching will be employed in what is essentially an “experiential learning environment”. Through research studies, article presentations and project preparations, students will have the opportunity to use the concepts, ideas, and strategies presented in class. Presentation and projects occur in both individual (primarily) and team (occasionally) settings. Aside from that there will be objective quizzes (announced and unannounced), group activities and long exams.

SCHEDULE OF MEETINGSPlease refer to Attachment A for Course Schedule and Topics.

BASES FOR GRADINGGrading PlanCoursework will be weighted as follows:

COURSEWORK WEIGHTINDIVIDUAL 60%

Participation/Attendance

10%

Quizzes 20%Thought Papers 20%Midterm Exam 25%Final Exam 25%

GROUP 40%Class Project 30%Technical Report 30%Facilitating Group Discussion

20%

Research Paper 20%TOTAL 100%

Grading System

POINTS EARNED

GRADE EQUIVALENT

POINTS EARNED

GRADE EQUIVALENT

100 - 98 1.00 74 - 70 2.50 97 - 95 1.25 69 - 65 2.75 94 - 90 1.50 64 - 60 3.00 89 - 85 1.75 59 - 50 4.00 84 - 80 2.00 Below 50 5.00 79 - 75 2.25

READINGS/REFERENCES

Wells, Alexander T. Air Transportation: A Management Perspective, 4th ed. Belmont, California: Wadsworth Publishing Company, 1999

Other related materials



SYLLABUS

ATTACHMENT ACourse Topic & Schedule

TOPIC METHOD TENTATIVE SCHEDULE

Introduction, Course Overview Class Discussion 15 Nov (Tue)Part 1. AVIATION HIGHLIGHTSAviation History & Background Lecture 18 Nov (Fri)Highlights of Philippine Aviation Lecture; Class Discussion 18 – 22 Nov (Fri

& Tue)Prognosis: Age of Low-Cost Carriers

Lecture; Class Discussion 22 Nov (Tue)

Part 2. AIRLINE AEROPOLITICSPhilippine Regulatory Framework Lecture 25 Nov (Fri)Air Traffic Rights Lecture 25 Nov (Fri)Degree of Liberalization Lecture; Class Discussion 25 – 29 Nov (Fri

& Tue)Value of a National Flag Carrier Lecture; Class Discussion 2 Dec (Fri)Role of Global Industry Association

1. ICAO2. IATA3. AAPA4. CAB5. ATO

Lecture; Class Discussion 2 Dec (Fri)

Part 3. AIR TRANSPORT INDUSTRY COMPONENTSAircraft Manufacturers Lecture 6 Dec (Tue)Airline Companies Lecture 6 Dec (Tue)Airport Authorities Lecture 6 Dec (Tue)Air Traffic Services Lecture 6 Dec (Tue)Travel Agent, Tour Operators, Freight Agents

Lecture 6 Dec (Tue)

Air Travelers Lecture 6 Dec (Tue)Part 4. AIRLINE ORGANIZATION & FUNCTIONIntroduction Lecture; Class Discussion 9 Dec (Fri)Airline Administration Lecture; Class Discussion 9 Dec (Fri)Commercial Airlines Lecture; Class Discussion 9 Dec (Fri)Airline Finance Lecture; Class Discussion 9 Dec (Fri)MID-TERM EXAMINATION Mid-Term Examination 13 Dec (Tue)RESEARCH BREAK; Time for class also to finalize arrangements for 1st Speak UP

No Class Session 16 Dec – 6 Jan



SYLLABUS

TOPIC METHOD TENTATIVE SCHEDULE



SYLLABUS

Part 5. AIRLINE ECONOMICS Parts:

Technical Report 1

FGD (Group 3)Lecture; Summary

Parts:

10 - 13 Jan (Tue & Fir)13 Jan (Fri)17 Jan (Tue)

Air Transport IndustryAircraft AcquisitionAircraft ConfigurationAircraft UtilizationCommonalityPayload RangeFuel & OilOutsourcingLow-Cost CarriersImpacts of Unforeseen EventsSPEAK-UP: Managing Airlines in Today’s Economy

Guest Speaker 20 Jan (Fri) – can opt to do this on 21 Jan (Sat)

Part 6. AIRLINE MARKETING Parts:

Technical Report 2


Parts:

24 – 27 Jan (Tue & Fri)27 Jan (Fri)31 Jan (Tue)

Airline Market PlaceAirline Marketing Balancing ActAirline Marketing Management ProcessAirline Marketing Mix

Products & Services Pricing Pipeline Promotion

Future of Airline MarketingFree Day: Class must Finalize Arrangement for 2nd Speak Up

No Class Session 3 Feb (Fri)

Part 7. AIRLINE OPERATIONSReservations

Itinerary Planning PNR Airline Rules CRS

Parts:

Technical Report 3


Parts:

7 – 10 Feb (Tue & Fri)10 Feb (Fri)14 – 17 Feb (Tue & Fri)

TicketingABC & other airline manualsAirline RulesManual & AutomatedAirfare Computation

Ground HandlingArrivalDeparture

Parts:

Technical Report 4


Parts:

21 – 24 Feb (Tue & Fri)24 Feb (Fri)28 Feb (Tue)

CargoHandlingSalesReservations

Other aspects of airline operationsSPEAK-UP: Airport Management Guest Speaker 3 Mar (Fri) – can

opt to do this on 4 Mar (Sat)

Part 8. The Future Outlook of Air Travel

Lecture; Class Discussion 7 Mar (Tue)

COURSE WRAP UP Lecture; Class Discussion 10 Mar (Fri)CLASS TRIP Field Trip TBARESEARCH BREAK No Class Session 14 – 17 Mar (Tue

& Fri)FINAL EXAMINATION Final Examination 21 Mar (Tue)

Documents

TOUR 168 Syllabus