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).Analyze 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).    
Task brief 
  The NETWORK MANAGER of BRITISH AIRWAYS has approached you as the REVENUE MANAGER and asked you to consider a RM and Pricing strategy for the following agenda :   NEW CAPACITY FOR LONDON HEATHROW TO LOS ANGELES – Starting summer 2022 and leading into winter 2022/3, the airline intends to move from 2 flights daily to/from LAX to 3 flights daily   LHR/LAX …..DEP 1610; ARR 1920  A/CRAFT Type A380 RETURN DEP 2125; 1555* (*NEXT DAY) Note – this is a significant increase in capacity (over 50% year on year)   NEW CAPACITY FOR LONDON HEATHROW TO ROME – Starting summer 2022 and leading into winter 2022/3, the airline intends to move from 3 flights daily to/from Rome to 4 flights daily.   LHR / FCO …. DEP 1902; ARR 2240 A/CRAFT Type A321 Neo RETURN DEP 0805;0950   Note – this is a significant capacity increase of 25% year on year     PRESENTATION SCENARIO – THIS PRESENTATION IS TO THE GLOBAL SALES HEADS FOR BRITISH AIRWAYS WORLD-WIDE AND YOU WANT TO IMPRESS UPON THESE STAKEHOLDERS WHAT YOU BELIEVE IS THE BEST WAY TO MAXIMISE SALES FOR THE PERIOD OF TIME WHEN THESE CAPACITY INCREASES OCCUR.   The title is ‘A REVENUE MANAGEMENT and PRICING PLAN FOR THE MAXIMISATION OF OPPORTUNITIES ON LOS ANGELES AND ROME FOR SUMMER AND WINTER 2022/3.   FROM A REVENUE MANAGEMENT PERSPECTIVE – DESCRIBE THE SORT OF APPROACH YOU WOULD ADOPT TO GAIN MAXIMUM ADVANTAGE OF THIS SITUATION FROM THE FOLLOWING PERSPECTIVES:   The business (premium) demand perspective From the high yield leisure perspective From the low yield leisure perspective   This would involve understanding the specialist market conditions for both routes and the competitive scenario on both routes.     
 
Task structure and grading guidance 
  Part 1) Introduction to the role of Revenue Management and Pricing ….25% of marks   Part 2) RM outlook for air travel to / from Los Angeles and Rome (Summer 2022/Winter 2022/3) The business (premium) demand perspective From the high yield leisure perspective From the low yield leisure perspective ………………………..25% of marks   Part 3) Tactical Revenue Management opportunities to/from Los Angeles and Rome (Summer 2022/Winter 2022/3) The business (premium) demand perspective From the high yield leisure perspective From the low yield leisure perspective …………………………25% of the marks   Part 4)  What RM wants the Global sales force to do with these opportunities for 2022/3 ……………………………………………………………25% of marks     THIS PRESENTATION SHOULD NOT EXCEED 15 MINUTES AND SHOULD PROBABLY BE APPROXIMATELY 10-15 SLIDES.    
Task format  
  This is a NARRATED POWERPOINT (a voice recording over power-point slides) which you will create and save and upload to our web platform.   First SLIDE MUST HAVE NAME AND STUDENT NUMBER AND THE TITLE   PRESENTATIONS are always split between 2 elements – the content or what is on the slide and the information provided and the delivery of the information (performance) of the author etc.   Note –  marks will be allocated for a well read and clearly communicated set of points linked to each slide or the ‘performance’ and  content, images and references provided on the slides.   So basically, an excellent presentation has both very good content (ideas, data, observations) and excellent delivery including a steady and clear voice with a good pace to the slides.     
Submission 
  The following submission instructions apply and must be strictly adhered to: The normal University submission rules apply to this assignment.   The NARRATED POWERPOINT must be uploaded to WEBLEARN on or before the due date.     

 General Assignment Guidance

Teamwork work and individual gradesShould this assignment require you to work as part of a team, you will receive an individual grade based upon your performance as well as personalised feedback. The module leader will explain how your individual grade and feedback will be determined.  
IMPORTANT NOTICE – Importance of Word Counts and Presentation TimingsAssignment word counts and presentation timings should always be observed. Ignoring a word count increases significantly the risk of your work losing marks because it lacked structure, flow, focus and clarity. Timings must be observed for assessed presentations for the same reasons.   
Submission of work to TURN-IT-IN –It is normal to submit your work by the specified date onto the e platform of TURN-IT-IN via web learn.    The method of submission is vital and work MUST BE THEREFORE HANDLED IN A TIMELY MANNER.  See guidance for submission here https://student.londonmet.ac.uk/your-studies/exams-and-assessments/coursework-information/  
Mitigation – for circumstances when you cannot hand in your work under exceptional circumstances on-time see these notes –For late work arrangements …   https://student.londonmet.ac.uk/your-studies/student-administration/rules-and-regulations/mitigating-circumstances/    
Grading criteria      Note – we have now adopted the marking range from 1-100% , see attached generic marking sheet.      
Plagiarism – is the deliberate taking of information from sources and not providing a reference to those sources.  PLEASE CONSULT YOUR MODULE LEADER IF YOU ARE CONFUSED ABOUT ANY AREA OF THIS AND SEEK SUPPORT!This is the guidance for plagiarism …   https://student.londonmet.ac.uk/your-studies/student-administration/rules-and-regulations/academic-misconduct/    
Referencing Guide –    The best guide to referencing is via the LIBRARY as follows – https://learning.londonmet.ac.uk/studyhub/  
General Academic Guidance – rules and regulations –      General guidance on rules and regulations – https://student.londonmet.ac.uk/your-studies/student-administration/rules-and-regulations/    
Library guidance – there is support for all areas of study here –https://student.londonmet.ac.uk/library/subject-guides-and-research-support/a-z-subject-guides-and-librarians/guildhall-school-of-business-and-law-/management-hrm–aviation-management/  


GSBL GENERAL GRADE DESCRIPTORS

GeneralLevel 3/4 Acquisition of broad knowledgeEvaluate informationUse information to plan, develop and problem solve  Level 5 Generate ideas through analysing conceptsDemonstrate a command of specialised skillsFormulate responses to well defined and abstractAnalyse and evaluate informationLevel 6 Critically review, consolidate and extend a body of knowledge using specialised skillsCritically evaluate concepts and evidence from a range of sourcesTransfer and apply skills and exercise significant judgement in a range of situations
70-100 (A)Very good Demonstration of very good comprehension of the task with evidence of analysis, synthesis, evaluation and critical appraisal Use of a wide variety of appropriate sources Transformation of knowledge Independent thinking and development of ideas Ability to communication very clearly and effectively Very good evidence of preparation Very good organisation, structure and presentation of work – minimal errors Good references, appropriate sources (quality and quantity). No errors in reference list or citations.  Excellent Advanced scholarship Goes beyond the material provided Excellent link to research Excellent analysis, synthesis, evaluation and critical appraisal Excellent evidence of preparation Comprehensive and critical understanding of the topic Excellent ability to communicate clearly and effectively Excellent organisation, structure and presentation of work Good references, appropriate sources (quality and quantity). No errors in reference list or citations.Excellent – Outstanding (for use at far end of range) Outstanding understanding, exploration and insight Strong evidence of originality and development of own ideas Develop a highly complex argument Outstanding ability to communicate topics clearly and concisely Advanced organisation, structure and presentation of work Good references, appropriate sources (quality and quantity). No errors in reference list or citations. References well utilised and critiqued
60-69 (B)Very good Demonstration of very good comprehension of the task with evidence of analysis, synthesis, evaluation Use of a wide variety of appropriate sources Transformation of knowledge Independent thinking and development of ideas Ability to communication clearly and effectively Very good evidence of preparation Very good organisation, structure and presentation of work – minimal errors Good references, appropriate sources (quality and quantity). Minimal or no errors in reference list or citations.  Very good Demonstration of very good comprehension of the task with evidence of analysis, synthesis, evaluation Use of a wide variety of appropriate sources Transformation of knowledge Independent thinking and development of ideas Ability to communication clearly and effectively Very good evidence of preparation Very good organisation, structure and presentation of work – minimal errors Good references, appropriate sources (quality and quantity). Minimal or no errors in reference list or citations.Very Good Advanced scholarship Goes beyond the material provided Very good link to research Very good analysis, synthesis, evaluation and critical appraisal Very good evidence of preparation Comprehensive and critical understanding of the topic Very good ability to communicate clearly and effectively Very good organisation, structure and presentation of work Good references, appropriate sources (quality and quantity). No errors in reference list or citations.
50-59 (C)Adequate – Satisfactory Some analysis but limited Some insight and exploration of ideas Sound conclusions No significant inaccuracies or omissions Some analysis, evaluation or synthesis of information Lacking clarity at times Some evidence of preparation Referencing is sound. Mostly appropriate sources. Numerous errors or inconsistencies  Adequate – Satisfactory Some evidence of thinking independently to develop own ideas Evaluation of relevant theories or literature Reasonable ability to communicate clearly and effectively Report information in a structured way Use of an appropriate format Quite comprehensive knowledge Satisfactory evidence of preparation Satisfactory referencing, appropriate sources. Numerous but minor errors in referencesAdequate- Satisfactory Evidence of thinking independently to develop own ideas Evaluation of relevant theories or literature Ability to communicate clearly and effectively Report information in a structured way Use of an appropriate format Reasonably Accurate, quite comprehensive knowledge Satisfactory evidence of preparation Coherent and well presented – minor errors Satisfactory referencing, appropriate sources. Minor errors in references  
40-49 (D)All learning outcomes met Competent (practical) May be incomplete in knowledge (some errors or omissions) Insufficient analysis, evaluation or synthesis Limited application of theories/knowledge An awareness of appropriate principles/theories/techniques Irrelevance to the task at times Disorganised work with weak standard of presentation Numerous aberrations from the requirements of the task Referencing is attempted although may be inconsistent, many errors, weak sources    All learning outcomes met Competent (practical) May be incomplete in knowledge (some errors or omissions) Weak or no analysis, evaluation or synthesis Some application of theories/knowledge An awareness of appropriate principles/theories/techniques Irrelevance to the task at times Disorganised work with weak standard of presentation Aberrations from the requirements of the task Referencing is attempted although may be inconsistent, many errors, weak sources  All learning outcomes met Competent (practical) May be incomplete in knowledge (some errors or omissions) Weak or no analysis, evaluation or synthesis Some application of theories/knowledge An awareness of appropriate principles/theories/techniques Irrelevance to the task at times Disorganised work with weak standard of presentation Aberrations from the requirements of the task Referencing is attempted although may be inconsistent, many errors, weak sources  
Condoned Pass 30-39 (F1)Learning outcomes not met Little relevant knowledge Lacking structure Numerous errors in structure and form Limited understanding of concepts/theories No appropriate analysis, evaluation or synthesis Significant inaccuracies/omissions Not competent Little or no attempt to use references and if so very weak with errors    Learning outcomes not met Little relevant knowledge Lacking structure Numerous errors in structure and form Limited understanding of concepts/theories No appropriate analysis, evaluation or synthesis Significant inaccuracies/omissions Not competent Little or no attempt to use references and if so very weak with errorsLearning outcomes not met Little relevant knowledge Lacking structure Numerous errors in structure and form Limited understanding of concepts/theories No appropriate analysis, evaluation or synthesis Significant inaccuracies/omissions Not competent Little or no attempt to use references and if so very weak with errors
Under 30 (F2)Little engagement with the task No basic understanding of the subject matter Poor communication (written or verbal) Lacking or no structure Significant errors in structure and form Many significant inaccuracies/omissions – very little correct Little or no attempt to use references and if so very weak with many significant errorsLittle engagement with the task No basic understanding of the subject matter Poor communication (written or verbal) Lacking or no structure Significant errors in structure and form Many significant inaccuracies/omissions – very little correct Little or no attempt to use references and if so very weak with many significant errorsLittle engagement with the task No basic understanding of the subject matter Poor communication (written or verbal) Lacking or no structure Significant errors in structure and form Many significant inaccuracies/omissions – very little correct Little or no attempt to use references and if so very weak with many significant errors
 (0%)No submission Nothing of relevance in the work submittedNo submission Nothing of relevance in the work submitted  No submission Nothing of relevance in the work submitted

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