I think that
potkettleblack means something different from that implied by the "generic degree" label than that which you are assuming
groundloop.
I think that he is driving as an analogy with say a journalism degree - which, although very interesting and completely valid academically - will not enable one to obtain a job as a journalist in many places (e.g. the Economist will not employ a journalism graduate, but instead someone with a politics, science, language degree etc with an interest in journalism).
Returning to the main point, what is valid academic study may or may not be useful in the end result of getting a job.
I could not comment in this case, however if desgined in consultation with employers then it would not appear to fit the generic degree description.
Groundloop - you could perhaps clarify however whether - specifically - the degree was created following BA asking for such a product, or vica versa and the steering committee approched relevant people for their opinion after the idea of the creation of the course had been considered at the university? You are ambiguous in the following:
The content of our course was agreed after a series of Steering Committee meetings which included representatives from GAPAN, the CAA, British Airways and the FTOs. We didn't just dream it up - we were actually asked to create the degree.
Clarification of which approach from whom came first may help applicants to decide whether it would be more favourably viewed than a straight-up fAPTL in the eyes of that employer mentioned.