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.