About the course

4-day (32 hours) classroom course

Success in air cargo marketing is the result of discipline, focus and a good marketing strategy! The cargo marketing is a unique course that will provide you a wide range of tools and techniques to develop a strategic marketing plan in a competitive air cargo industry. Learn how to look around in your market environment, understand what your customers are looking for and focus on the right solutions to help them. Following an in-class case study, you will learn how to benchmark a company’s marketing plan to determine areas for improvement.

Course Code: TCGM-02

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 login to your Training Account.
• Register early and save up to 20% 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.

What you will learn

Upon completing this course you will have the skills to:

• Gain a broader understanding of current airline business performance and marketing issues
• Understand the new role of airline marketing
• Understand 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

Course content

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

Who should attend

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

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.