Cargo Marketing and customer service
Course Code: CL19
Course Objective
- Improve your competitive performance using practical management tools including revenue management and pricing
- Identify your customers’ changing needs to adjust your business for immediate results
- Maintain optimum levels of customer service without increasing your costs
- Analyze changes within the cargo industry and its stakeholders
- Stay current with the latest business and technological trends
- Describe and use pricing strategies
- Determine an advertising budget and plan, selecting advertising media channels
Target Audience
- This course will mainly benefit to purchasing managers, senior buyers, project managers, civil engineers, construction managers, contractors, sub-contractors, site engineers, senior management, and government agencies, architects, construction professionals, and anyone responsible for purchasing at a senior level who seeks to enhance their skills further.
Course Outline
Day 1 – The Cargo Industry: An Overview
- The cargo industry and its stakeholders
- Marketing and sales for cargo
- Pricing and revenue management
Day 2 – The Cargo Industry & Marketing Perspective
- Cargo marketing analysts and managers
- Sales managers
- Cargo network analysts and managers
- Revenue Management analysts and managers
Day 3 – Pricing Strategies of Cargo Industry
- Basic cargo rating principles and currency regulations: conversion rates, rounding off procedures and construction rates
- Combining rates and charges, mixed consignments, declaration of the goods and Air Waybill completion
- Identifying the needs of the shipper and the consignee for developing a reliable and affordable transportation system
- Applying traditional and digital advertising techniques with an airfreight industry focus
Day 4 – Marketing Landscape of Cargo Value Chain
- Conducting marketing audits of your own organization, the competition and your customers
- Trade patterns & the macroeconomic environment, modal split, the air cargo value chain
Day 5 – Brand Value in Cargo Industry
- Efficient market segmentation and SWOT analysis
- Understanding brand value
- Advantages and disadvantages of different distribution channels – understanding the role of intermediaries
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