CA5055

Module Title : Airline Revenue and Pricing Management

On successful completion of this module the student will be able to:

To assess the role of pricing strategy in the balancing of airline revenue potential by understanding market trends and air travel demand characteristics (LO1). Analyse and evaluate revenue management strategies that are appropriate to different airline business models and market environments (LO2). Assess the new ancillary revenue opportunities for airlines and the de-bundling of the traditional airline products (LO3). Assignment brief:

Evaluate how ancillary revenue has changed the traditional revenue management model and pricing strategies of legacy airlines like British Airways, Air France and Lufthansa.

Assess how much further these types of concept could be developed by providing examples of future strategies for ancillary revenue opportunities.