Aviation Strategy

M B A - AV I AT I O N M A N A G E M E N T

By Prof. Pedro Pinto

July 2016

Welcome and
Introduction
SESSION 0

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AVIATION STRATEGY

Your Lecturer
Current positions

Visiting Professor (Emirates Aviation University, Dubai, UAE)

Aviation Instructor (IATA, Montreal, Canada)
Aviation Instructor (AirBusiness Academy, AIRBUS, Toulouse, France)
Pedro Pinto

Qualifications

PhD Air Transport Management (Cranfield University, UK)

MSc Air Transport (Cranfield University, UK)
Lic. Mechanical Engineering (Coimbra University, Portugal)
Aircraft Private Pilot License holder

Experience

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20+ years of experience as a teacher in various universities around the world, mostly focused on teaching economics,
management, finance and aviation
24 years of experience in aviation, holding positions as a manager and consultant/ advisor
5 years working in the IT industry (project leader, manager, advisor)
2 years working in the utilities industry (manager finance & management control)
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Objectives
This module:

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1.

Introduces students to the theories and practice of strategic

management

2.

Explores the application of business strategy principles and

practice in the aviation industry with specific reference to current
developments in international and national aviation businesses

3.

Will explore methods for analyzing resources and strategic

capability through internal and external audit, and for generating,
evaluating and selecting options in relation to an organizations
structure and strategy

4.

Provides an introduction to the problems inherent in strategy

implementation
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Learning Outcomes
On completion of this module, students should be able to:

Emirates Aviation University

1.

Critically assess the linkages between industry trends and strategic

opportunities for aviation development and propose appropriate tactics
and strategies for change

2.

Apply the complex skills and knowledge necessary to define the strategic
choices that face an aviation organization and apply one or more strategic
decision-making models to evaluate an aviation business strategy

3.

Critically identify the barriers to the implementation of strategic choices

and identify appropriate strategies for managing change

4.

Evaluate critically national and international policy and planning issues in

aviation and formulate opinions regarding the impact of current and
future aviation policy in different world regions
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Module Contents
A.

Principles of Strategic Management

1.

Introduction to strategy

2.

Strategic analyses and strategic choices

B. Strategy Implementation
3. Principles of strategy implementation

C.

Business Strategy in the Aviation Industry

4.

National and Supra-national aviation strategies

5.

Strategies for Aviation Service Providers

D. Global Aviation Systems

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6.

Overview of the aviation industry

7.

Aviation in different world regions

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Basic Rules
Please, remember:
Be punctual
No smoking
No talking while in class
No phone calls in class

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AVIATION STRATEGY

Course Schedule
Day 1

Day 2

Day 3

Day 4

Day 5

Session 0 - Welcome
& Introduction

Session 3
Strategic choices

Session 4
National aviation
strategies

Session 6
Overview of aviation

Presentations

Assignment
Briefing

Session 2
Strategic analyses

Session 3
Strategic choices

Session 5 Strategies
for aviation service
providers

Session 7
Aviation by regions

Course Exercise

Course Exercise

Course Exercise

Course Exercise

Session 1
Introducing strategy

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Module Delivery
Session presentations and discussions
Examples from the industry
Video clips from top aviation CEOs on strategy
Case studies
Working in teams, as necessary

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Views from the Top

Excellent collection of short video clips from a reputable
aviation source, questioning top airline CEOs about
strategy:
Lufthansa, SAS, IAG, Singapore Airlines, Qantas, Ethiopian
Airlines, Virgin Atlantic, JetStar, Spring Airlines, Aeroflot,
Jetbe, FlyDubai, Ethiad Airways, Virgin America, Iberia,
Vueling, Swiss Airlines, Air New Zealand, Garuda, Air
Canada, Azul, Latam, Volaris and a few more

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Evaluation of Students Performance

Course participants are expected to:
Attend and participate in all activities, groups discussions, etc. that
will occur during the module
Prepare and discuss a formal presentation, to test their knowledge
and comprehension of the topic area at the end of the module
Perform and deliver a written assignment on a particular topic
related to this course, 8 weeks after the modules completion.

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Assessment Strategy
Two assessment components:
1. Group Presentations (30%)
2. Individual Assignment 3,500 word written report (70%)

Pass Requirements
Must achieve at least an overall module mark of 40%
Note: Re-assessment is possible by retaking later on an equivalent piece of work relating to the failed
component
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Grading System

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Module Grade

Level

70 - 100

Distinction

60 - 69

Merit

40 - 59

Pass

0 - 39

Fail

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Course Exercise (Presentation & Discussion)

Students will be grouped into teams
A course exercise (case study) will be provided on the first day
During 4 days, teams will perform various analyses, research and
discussions
On the last day, teams will do a 20-minute formal presentation
followed by a short discussion
The exercise should be dealt with as a team

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Assignment
Students are expected to submit individual written assignments,
eight weeks after the delivery of this module (check deadlines
with the MBA Registrar)
The assignment is individual and contributes 70% towards the
overall mark

The assignment should contain 6 to 8 pages (3,500 words) and

follow certain provided guidelines
The assignment will focus on a case study related with aviation
strategic management. Students are invited to perform certain
tasks and construct individual arguments based on their analyses

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Important Note
Further reading will be required to develop a full
understanding of the subject area. Some recommended texts
were given before. However students are also expected to
employ their own initiative and discretion in selecting
appropriate further reading that will support their study.
Students are encouraged to make full use of the print and
electronic resources available to them through the College.
These include a large range of journals (both print and
electronic) and a wide variety of resources available through
web sites and information gateways.
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Introduction of Participants
Four Ws:
WHO are you ? (What is your preferred name in class?)

WHERE do you work?

WHAT is your job title, and your main responsibilities?
WHY are you attending this course?
Please, define your expectations

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Working in Teams
Let us build various teams for the in-class discussions
and case study analyses

Each team shall elect a Team Leader

All team members are invited to actively participate
in the various team projects and exercises
Each team shall present and discuss the
findings/recommendations for each in-class exercises

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18

Thank you
AND ENJOY THE MODULE!

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Readings
Recommended Readings
Johnson, G., Scholes, K., and Whittington R. (2010), Exploring Strategy: Text and Cases,
9th Edition, FT-Prentice Hall.
Stacey, R (2010), Strategic Management and Organizational Dynamics: The Challenge of
Complexity, 6thedition, FT-Prentice Hall.
DeWit, B & Meyer, R (2010), Strategy, Process, Context and Content: An International
Perspective, 4thedition, Thomson International Business.
Mullins, L (2010) Management and Organizational Behavior (9thEd), FT PrenticeHall
Flouris, TG and Oswald, SL (2006), Designing And Executing Strategy in Aviation
Management, Ashgate Publishing
Doganis, R. (2005), The Airline Business, 2nd Edition, Routledge

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