Course detail

Air Traffic Economics and Management

FSI-OEMAcad. year: 2025/2026

The subject provides an overview presentation of the given topics and enables an insight view to them, as well as to develop understanding the terminology in the areas of economics, management, marketing and financial management with the specific emphasis on understanding links and to develop specific skills for the use of selected methods in practice.

Language of instruction

Czech

Number of ECTS credits

3

Mode of study

Not applicable.

Guarantor

doc. Ing. Ladislav Janíček, Ph.D., MBA, LL.M.

Department

Institute of Aerospace Engineering (LÚ)

Entry knowledge

There are no special prerequisites. Previous learning focused on economics and management is a welcome advantage.

Rules for evaluation and completion of the course

The course ends with a classified credit, which is awarded for participation in the class (minimum 80%) and the preparation of an open-book written exam associated with the development of qualified solutions to the assigned topics or case study and the subsequent defense of these solutions with the subsequent defense of the final thesis in the form of an oral debate.
Justified absence may be made up by tutorials and by means of individually assigned examples and topics for independent work. Classification according to the FME Study and Examination Regulations.

Aims

The subject aims to provide an overview introduction to the topics of economics, management, marketing with a more detailed focus on financial management using the aviation industry and aviation transport cases. Subject should enable an insight view to the particular topics and by the use of the case studies from the aviation sector it should demonstrate the application of general methods of managing organisations and their businesses. To develop understanding of the legal context of decision-making in process of managing organisations is another component of the subject.
Students will understand the context of economic and management topics. They develop their overview knowledge in the given areas of expertise. It also develops the basic skills in the use of the analytical methods in decision-making process applied in managing organisations. The subject also develops presentation and arguments giving skills as well as develops abilities of critical thinking and argumentation through the use of selected analytical methods. It motivates to improve presentation and communication skills of students in group exercises, individual presentations at solving the case studies from the aviation sector.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

DELFMANN, Werner et al., Strategic management in the aviation industry. Cologne: Kolner Wissenschaftsverlag, 2005
HANUŠ B., Základy ekonomiky dopravy
JANÍČEK, L., Strategické řízení a podnikové strategie, 2018, učební text, Brno
SEDLÁČEK, B., Provoz a ekonomika letecké dopravy I,II

Recommended reading

JOHNSON, G. and SCHOLES, K., Exploring Corporate Strategy: Text and Cases. 6th edition. London: FT Prentice Hall, 2002
KOTLER, Ph., KELLER, K.L., Marketing management, 12. vydání, Grada Publishing, Praha 2007
PORTER, M., Konkureční výhoda, 1995, Victoria Publishing, Praha
PORTER, M., Konkurenční strategie, 1995, Victoria Publishing, Praha

Classification of course in study plans

  • Programme N-LKT-P Master's

    specialization TLT , 1 year of study, winter semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Ladislav Janíček, Ph.D., MBA, LL.M.

Syllabus

1. Economics vs. management. Subject and structure of economics and management.
2. Strategic management. Strategy – categories of strategy. Strategic analysis.
3. Commercial vs. non-commercial (public) sector. Customer-Company-Competition.
4. Methods of strategic analysis.
a. Mission, Vision, Values
b. Strategic aims
c. Business Units vs. Functional Units
d. External environment. PEST analysis
e. Sector environment. Competitive forces. Competitive analysis: 5F
f. Internal environment and resources. 7S Analysis
g. SWOT analysis
h. Competitive strategies.
5. Corporate strategies. Financial, Personnel, Operations, information, marketing and sales strategies.
6. Marketing. Subject of marketing. Marketing vs. Sales.
7. Marketing mix
a. Product. Product life-cycle
b. Price. Price policies
c. Place. Distribution and distribution channels
d. Promotion. Advertising, Public Relations, Sales Promotion, Personal Selling.
8. Market segmentation. Customer vs. Consumer. Target groups.
9. Marketing strategies.
10. Economics vs. financial management. Subject of micro and macoeconomics.
11. Sector economics – mezoeconomics: aviation segment – production and transport.
12. Accounting sheets. Statements – Balance St. Profit and Loss St., Cash Flow St.
13. Financial planning. Budgeting vs. costing. Price calculation.
14. Financial analysis. Pyramidal breakdowns. Bonity and bancruptcy models.
15. Investments and their effectiveness.
16. Managing costs. Value Analysis a Controlling.
17. International Sales and Payment methods. Methods. INCOTERMS.
18. Managing Risks.

Exercise

13 hod., compulsory

Teacher / Lecturer

doc. Ing. Ladislav Janíček, Ph.D., MBA, LL.M.

Syllabus

1. Formulating missions, visions and strategic aims.
2. External and internal environment analyses: PEST a 7S.
3. Competitive analysis. 5F Porter.
4. SWOT analysis.
5. Budgeting and cost (prices) calculation.
6. Analysis of financial statements and financial ratios.
7. Analysis of investments effectiveness. Instant, present and future value of money.
8. Calculating and analysing NPV – Net Present Value.
9. Analysing of financial health of a company. Quick-test.
10. Operational Research Methods: CPM. PERT. Net diagrams – creating and solving.
11. Optimisation methods. Linear Programming. Simplex method.
12. Risk-Benefit a Cost-Benefit analyses.