TAL052-2 Airline Revenue Management

1.Demonstrate the following knowledge and understanding:

·Demonstrate strong understanding of airline finance, including airline costs and revenues, and how airline revenue management may be utilised to drive revenue within the context of demand

2.Demonstrate the following skills and abilities

·Decisively articulate the economics that underpin airlines, the factors that drive airline performance, and how airline performance may be improved

What am I required to do in this assignment?

You are required to produce an individual report describing and explaining the economic and financial performance of KLM Dutch Airlines. You must analyse the results of KLM, using principles and theories that you have learnt in the course.

Specifically, you need to identify and explain KLM’s financial performance and examine the way it manages its revenues and costs, given its business model and industry.

This coursework requires you to familiarise yourself and keep up to date with KLM’s economic performance. It is strongly suggested that you use your KLM’s annual report and any investor presentations (if publicly available); magazine articles (online or offline); newspaper reports; journal papers; books; or otherwise.  You will need to reference the material that you use following standard practices.

Instructions:

·The word count for this assessment is 1,200 words, + or – 10%.

·The report should be uploaded on BREO before 10 am on the deadline date

·Late submission will not be accepted or marked.

·This coursework is subject to University Regulations, attention is particularly drawn to the regulations on late submission, CAAS and plagiarism.

It is recommended that your report complies with the following structure:

1. Title page: to include unit name, unit code, the title of your report, your name, and your student number. It could also include a photo for attractiveness and appeal.

2. Contents page (table of contents): a list of the sections and sub-sections (if applicable) of your report. For example, 1.0 Introduction, 2.0 Background to your airline, and so forth.

3. Introduction: a brief outline of your report’s contents and scene-setting material. It is crucial that you keep this succinct yet informative.

4. Present the activities of KLM and its business model. Explain background information that will enable the reader to better understand its Economic and Financial performance.

5. Description and explanation of the Financial performance of KLM (profit, loss, operating profit, etc..).

6. Analysis of the revenue and costs of KLM, and suggestions on the way the airline manages them.

8. Conclusions: summarise your critical points

9. List of references

10. Appendices: only use they if are appropriate and relevant. It might be sensible to put your core analysis into the main body and supplementary analysis into an appendix.

·This coursework is subject to University Regulations, attention is particularly drawn to the regulations on late submission, CAAS and plagiarism

·Coursework should be properly referenced using the Harvard Referencing System and should include a list of references. Students should note that correct referencing and bibliography are one of the assessment criteria. Please the guide to referencing, below.

·It is the responsibility of a student who registers for a UK programme of study to learn about the academic practices they are required to follow. I would recommend that you seek guidance on academic writing. The library resources have information to help you on the following webpages:

·It is the responsibility of a student who registers for a UK programme of study to learn about the academic practices they are required to follow.  I would recommend that you seek guidance on academic writing.  The library resources have information to help you on the following webpages:

What do I need to do to pass? (Threshold Expectations from UIF)

In order to pass assessment 1, you will need to:

·Demonstrate an understanding of airline financial and/or economic perspective in question

·Effectively examine the implications of the consideration and/or development(s)

·Ensure you fully answer the question

·Ensure writing your is very clear and succinct

·Ensure you reference properly to support your arguments

·Provide strong, reliable, and up-to-date examples from practice to support your answers

How do I produce high quality work that merits a good grade?

We will be filling this section in together in class on Click or tap to enter a date. make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.

How does assignment relate to what we are doing in scheduled sessions?

This assessment will bring together some of the main and foundational themes of Airline Revenue Management

Students will be expected to synthesise the themes explored within the unit for this assessment. Students will apply their understanding to an airline