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.
What you will learn
Upon completion of this course, you will be able 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 INSPIRE 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.
