BU AIR DNA Prepares Students for the Future of the Aviation Industry
Developing analytical thinking, problem-solving, teamwork, and professionalism to prepare students for careers in the global aviation industry.
Airline Business Management Program, School of Humanities and Tourism Management, organized the “BU AIR DNA” project for students to prepare them for learning and working in the aviation industry through learning experiences connected to the real-world context of modern airlines.
The project consists of two key activities: “168 BU AIR DNA: Character of the Sky” and the “Integrated Premium Airline Value Project.” These activities provide students with opportunities to learn through simulations and real industry-based challenges, helping them develop analytical thinking, decision-making, problem-solving skills, and a professional mindset through Problem-Based Learning (PBL) and Simulation-Based Learning approaches.
168 BU AIR DNA: Character of the Sky
The “168 BU AIR DNA: Character of the Sky” project was organized under the concept of “Shaping Future Aviation Professionals through Real-World Readiness.” Its objective is to prepare students for real careers in the aviation industry through a learning process that emphasizes skills, mindset, and professional attitudes aligned with the context of the modern aviation industry.
The core of the project is the development of the “Character of the Sky”—the DNA of aviation professionals—through learning experiences designed to reflect real working conditions in today’s aviation industry. In the airline world, distinction is not based solely on knowledge or academic skills, but also on ways of thinking, decision-making, handling real-life situations, responsibility, a service mindset, teamwork, and readiness to face challenges. These are all essential elements that reflect the professionalism of modern aviation personnel.
The “168 BU AIR DNA” project was developed based on Problem-Based Learning (PBL) and Simulation-Based Learning, enabling students to learn through realistic scenarios that closely resemble actual workplace situations. The program covers passenger service, communication, teamwork, problem-solving, and decision-making under pressure, allowing students to think critically, analyze situations, and apply their knowledge in contexts that mirror the aviation industry.
Throughout the project, students enhanced their personality, confidence, and professional mindset in accordance with international airline standards. They also learned from industry expert K.Chesta Phanbua, Vice Regional Manager, Cargo Section, Japan Airlines, who shared real-world experiences, international aviation standards, and insights into working in the modern aviation industry. This helped students gain a deeper understanding of airline operations, customer service, and professional responsibilities.
In addition, students learned how to collaborate effectively, manage unexpected situations, and communicate in airline work environments while cultivating appropriate attitudes and creativity in the workplace. These qualities form an essential foundation for the development of future airline professionals. The project therefore focuses not only on career preparation but also on nurturing students into Future Aviation Professionals equipped with the knowledge, skills, mindset, and readiness required for the global aviation industry.
Integrated Premium Airline Value Project by STARLUX Airlines (Thailand)
Another key activity, the “Integrated Premium Airline Value Project,” was organized under the concept of “When Classroom Learning Meets Real Airline Thinking.” It provided students with opportunities to think, analyze, make decisions, and solve problems as if they were working in the aviation industry. The project was based on real-world challenges provided by the STARLUX Airlines Thailand Team, reflecting the realities faced by full-service airlines in an era where competition extends beyond pricing to encompass passenger experiences and emotions at every travel touchpoint.
The activity integrated learning across four courses: ABM102 Airline Business, ABM217 Airline Marketing, ABM302 Airline Marketing, and ABM401 Customer Relationship Management in Airline Business. Through a Problem-Based Learning (PBL) approach, students explored real industry challenges, analyzed passenger pain points, and developed business, marketing, and customer experience management strategies in a systematic manner.
During the activity, students assumed the roles of aviation professionals, including Strategic Thinkers who analyzed problems and uncovered hidden passenger pain points, Experience Designers who created distinctive passenger experiences, and Airline Problem Solvers who connected strategic concepts to practical airline applications. Students also developed skills in systems thinking, strategic analysis, professional communication, and teamwork through project pitching presentations evaluated by faculty members and representatives from STARLUX Airlines: K.Sekbodin Wilaiwan, Sales, Marketing and Customer Service Manager, and K.Khempat Apichotiwasit, Senior Specialist, Sales & Marketing Manager.
Furthermore, the activity reflected an educational approach focused on preparing students for real-world careers through industry-based learning, strategic thinking, teamwork, and direct collaboration with aviation industry partners. This approach helps students develop knowledge, skills, and capabilities that can be applied effectively in professional environments.
The atmosphere throughout the activity was filled with brainstorming sessions, in-depth analysis, and intensive exchanges of perspectives. Students learned that in the world of full-service airlines, true value is not created solely through service, but through understanding passengers and designing experiences that address their needs and emotions at every stage of the journey. This reflects a learning philosophy aimed at transforming knowledge into practical capability, preparing students for successful careers in the global aviation industry.