Course description
The port and shipping industries are currently encountering a profound period of change. In particular, the shipping sector experiences a chronicle overcapacity and shipowners are constantly in trouble to capture demand. Shipping business is considered capital intensive, freight rates are unlikely to be bounced back in a short term. As a consequence, shipping firms have difficulty having generated reasonable profits. Analogously, ports are called to cope with unprecedented levels of competition due to the slow-down of the world trade and the emergence of overcapacity concerns. Terminal operators are rediscovering market risks and struggling to offer shipowners service packages rewarding their own balance sheet. Under this perspective, top managers, commercial executives, ship agents and brokers are all enforced to explore a new way of business-making; some of which are marketing policies in terms of segmentation, market positioning, service levels, pricing mechanisms, relations with stakeholders and value proposition solutions.
Upcoming start dates
Outcome / Qualification etc.
- creating Maritime marketing plan for your organisation
- learning the ropes of inbound maritime marketing
- learning the Outbound marketing techniques
- applying appropriate marketing tools
- Understand the needs and wants of the shipping industry.
Training Course Content
- Marketing Strategy and the Marketing Mix
- Marketing services
- The Uniqueness of marketing shipping
- Current status of liner shipping.
- Market Research and Marketing Information System (MIS
- Application by Maersk and CMA-CGM
- Market segmentation and targeting in liner shipping
- Positioning and differentiation
- Branding
- Relationship marketing
- Customer loyalty program
- Learning from the airline experience
- Integrated Marketing communication tools
- Branding in shipping and ports
- Fathom out your target customers
- Build a ship-shape web presence
- Maritime marketing automation
- Maritime marketing optimisation
- Communications
- Payments
- Logistics
- Quality and Cost
- Best Practices for Applying Marketing Tech on an International Level
- Publicity
- The commercial strategy and role of ports and terminals
- Identify customer needs
- Market study strategies to map port potential
- Marketing techniques to present and use the USP’s to convince prospects
- Business development
- Communication
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London Maritime Academy
London Maritime Academy provides a wide range of maritime training courses tailored to the global industry. Located in London and known for international standards, we offer diverse Classroom and Online courses taught by highly experienced experts in the maritime sector....