Cargo Marketing and Advertising (Classroom, 4 days)

About

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

This course is available at IATA Training Centers and Regional Training Partner locations, and on-demand as in-house training.

Course code: TCGM-02

Course format

• This classroom course provides 4 days (32 hours) of instruction delivered by an official IATA Instructor.
• 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

• To attend a class scheduled at one of our training centers: Register early and save up to 20%! Please read the Terms for the early bird discount. The discount will be calculated at the time of payment.
• To arrange in-house training for your company: Complete the in-house training request form or contact the salesperson in your region.

What you will learn

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

Course content

• 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

Who should attend

This course is recommended for:

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

Certificate awarded

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.