Cargo Marketing and Advertising (classroom)

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.

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

Download the Outline

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.


  • 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 arrange in-house training for your company: Complete the in-house training request form or contact the salesperson in your region.

Next class

Cargo Marketing and Advertising (classroom)

Switzerland, Geneva (IATA)
27 - 30 September, 2022
Register before 06 Sep, 2022 to take advantage of the USD100 Early Bird discount. The price below includes this discount.
Please register by 06 Sep
All prices are before tax and include applicable discounts.
Class no: 148654
USD 2,070
USD 2,690
USD 3,000

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.

This course is a step toward earning an IATA Diploma in:

Air Cargo Management Diploma

Understand the complex and changing issues required to maximize all aspects of the cargo business.

  • English
  • Español

Cargo Leadership Development Program with Harvard Business Publishing

This program comprises cargo training through IATA courses and management skills through Harvard ManageMentor (HMM) modules. Today’s managers and business leaders need to be equipped with the skills and behaviors required to achieve key commercial objectives. This advanced program will provide you with an in-depth exploration of the fundamentals of cargo airline business strategy, methodology and business development tools. The combination of IATA courses and HMM modules are designed to balance theory and practical application, and to equip you with critical competencies in cargo airline business management.

  • English

Airline Sales Maximization Diploma

Achieve commercial objectives and stay competitive. Learn to gain market share, increase product awareness, and sustain growth.

  • English

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