Cargo Marketing and Advertising

4-day (32 hours) classroom course

In today’s dynamic air cargo industry, effective marketing plays a critical role in staying competitive and meeting evolving customer expectations. IATA’s Cargo Marketing and Advertising course provides a comprehensive introduction to the principles of air cargo marketing, offering participants a wide range of practical tools to build a solid, customer focused marketing strategy. You will learn how to assess your market environment, identify customer needs, and position your services with solutions that add real value. The course emphasizes strategic thinking and provides hands on experience through an in class case study, where you will benchmark a company’s marketing plan and identify opportunities for improvement. By the end of this training, you will be equipped to develop targeted marketing initiatives, enhance customer engagement, and strengthen your competitive advantage in the air cargo sector.

Course Code: CGC024VEEN02

Course format

• This classroom course provides 4 days (32 hours) of instruction delivered by an official IATA Instructor.
• Take this course at an IATA Training Center, Regional Training Partner, or on-demand as in-house training.
• Student performance will be based on an assessment.

Prerequisites

• Participants should have basic knowledge of the air cargo industry or completion of IATA's Air Cargo Management course.
• Recommended level is Intermediate and Advanced.
• The recommended level of language proficiency is ICAO Operational Level 4 for courses in English or the equivalent level for other languages.

How to register

• When you click the Register button, you will be directed to log in to your Training Account.
• Register early and save up to 25% at our Training Centers! Please read the Terms and Conditions for the early bird discount.

In-house training

To arrange in-house training for your company, please complete the in-house training request form or contact the Training Specialist in your region.

Upon completing this course, you will have the skills to:

• Gain a broader understanding of current airline business performance and marketing issues
• Discuss the new role of airline marketing
• Demonstrate advanced level marketing concepts and techniques
• Comprehend the changes and opportunities the internet and e-commerce bring to cargo
• Evaluate various marketing approaches and tactics
• Develop ideas and possibilities for future action

The key topics that are covered during this course include:

• Key marketing concepts and strategy
• Marketing research and information
• Product management and branding
• Customer acquisition and retention
• Customer value optimization
• E-commerce and pricing
• Product promotion
• Sustainable marketing

This course is recommended for:

• Sales and marketing staff at airlines, airports, airline handling agents and air cargo, agents/forwarders
• Sales executives
• Key account managers
• Customer service staff

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.