Cargo Marketing and Advertising

3-day (12 hours) LIVE virtual 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: CGC024VCEN02

Course format

• The live sessions of this virtual classroom course are delivered by an official IATA Instructor.
• The course will take you approximately 12 hours to complete and be held over 3 consecutive days.
• There will be 2 live interactive virtual classroom sessions per day, each session will be 120 minutes.
• The live sessions will require your participation, with multiple Q&A sessions and additional time spent on self-study material including projects, research, additional reading and videos.
• Student performance will be based on an assessment.

Technical requirements

Please verify your hardware, software and network to support your upcoming course with IATA Training.

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. Please have your login details ready.
• Register early and save up to 25% at our Training Centers! Please read the Terms and Conditions 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 B2B Training Specialist in your region.

Virtual venues

We schedule our virtual classroom courses through one of 3 virtual venues, each in a different time zone for your convenience. For more information, please visit our page on virtual classroom timing or contact our Customer Portal.

You can find the exact schedule of each class when you click the ‘Register’ button.

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.