Examine cargo demand and create marketing solutions for your target market; strategize creative and cost-effective marketing.

Available as: Classroom & In-Company course
Duration: 4 days (32 hours)
Recommended level: Professional and Management
Prerequisites: Basic knowledge of the Air Cargo Industry or completion of the Air Cargo Management course

Upon completing this course you will have the skills to:

• Recognize the sources of demand for air cargo
• Determine your customers’ needs and position air cargo solutions to meet those needs
• Effectively segment your target markets
• Exceed your customers' expectations with product innovation, product quality, and efficient distribution
• Develop creative and cost-effective marketing strategies

This course is recommended for:

• Cargo marketing analysts and managers
• Sales managers
• Cargo network analysts and managers
• Revenue Management analysts and managers

• Conducting marketing audits of your own organization, the competition and your customers
• Trade patterns & the macroeconomic environment, modal split, the air cargo value chain
• Efficient market segmentation and SWOT analysis
• Understanding brand value
• Advantages and disadvantages of different distribution channels – understanding the role of intermediaries

An IATA Certificate of Completion is awarded to participants obtaining a grade of 70% or higher on all exercises and exams. A special distinction is awarded to participants obtaining a grade of 90% or higher.