Air Traffic Economics and Management (FSI-OEM)

Academic year 2025/2026
Supervisor: doc. Ing. Ladislav Janíček, Ph.D., MBA, LL.M.  
Supervising institute: LÚ all courses guaranted by this institute
Teaching language: Czech
Aims of the course unit:
 
Learning outcomes and competences:
 
Prerequisites:
 
Course contents:
 
Teaching methods and criteria:
 
Assesment methods and criteria linked to learning outcomes:

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.
Controlled participation in lessons:
 
Type of course unit:
    Lecture  13 × 2 hrs. optionally                  
    Exercise  13 × 1 hrs. compulsory                  
Course curriculum:
    Lecture 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 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.
Literature - fundamental:
1. JANÍČEK, L., Strategické řízení a podnikové strategie, 2018, učební text, Brno
2. HANUŠ B., Základy ekonomiky dopravy
3. SEDLÁČEK, B., Provoz a ekonomika letecké dopravy I,II
4. DELFMANN, Werner et al., Strategic management in the aviation industry. Cologne: Kolner Wissenschaftsverlag, 2005
Literature - recommended:
1. PORTER, M., Konkureční výhoda, 1995, Victoria Publishing, Praha
2. PORTER, M., Konkurenční strategie, 1995, Victoria Publishing, Praha
3. KOTLER, Ph., KELLER, K.L., Marketing management, 12. vydání, Grada Publishing, Praha 2007
4. JOHNSON, G. and SCHOLES, K., Exploring Corporate Strategy: Text and Cases. 6th edition. London: FT Prentice Hall, 2002
The study programmes with the given course:
Programme Study form Branch Spec. Final classification   Course-unit credits     Obligation     Level     Year     Semester  
N-LKT-P full-time study TLT Airtransport and Airport Technology -- GCr 3 Compulsory 2 1 W