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Air transport and logistics management

Overview

This course is intended to provide students with sound knowledge and appreciation of air cargo marketing. It covers many different aspects of this area, right through from the cargo product to future trends.

Marketing in general, and consequently air cargo marketing, involves the provision of the right product or service, at the right price, at the right place, and at the right time, and doing so at a profit.

Marketing is so basic that it cannot be considered a separate function, it is the whole business seen from the customer’s point of view.

Intended Learning Outcomes:

  • Learning to identify customer and market needs, as well as pricing in service management and factors that determine demand and pricing in the marketplace.
  • Understanding key elements in pricing strategies that are considered when setting pricing for various types of services.
  • Learning about applying ads in the air cargo business, understanding factors involved in evaluating the effectiveness of ads as a method of promoting air cargo services.
  • Understanding marketing options and how an ad campaign can attract the business and desired customers.
  • Learning basic steps in designing, developing, and implementing an ad campaign in addition to the purpose of an ad campaign.
  • Learning about the base of media selection, where customers search for information; the trade magazines they read, the social networks they subscribe to, and their use of digital devices, and how they engage with the internet.
  • Learning about the processes involved in designing a cargo marketing plan and the important role an effective marketing plan plays in assisting a cargo department to achieve its marketing and sales objectives.
  • Learning how to develop the marketing action plans that are included in the marketing plan, while understanding that action plans can be tailored to suit the needs of the individual.

Knowledge and Understanding:

  • Understanding the marketing definition as being the management process responsible for identifying, anticipating, and satisfying customer requirements to achieve customer loyalty and profits.
  • Understanding marketing goals including attracting new customers by promising superior value, as well as retaining current customers through delivering satisfaction.
  • Establishing successful sales and marketing methods and policies that are essential in a growing business – from pricing and advertising to sales techniques.
  • Analyzing competitors, the marketplace, and industry trends which are crucial to the development of a marketing strategy.

Intellectual skills:

  • Data collection, analysis, and interpretation, and reflecting economic and social indicators.
  • Preparation of scenarios and different strategies and models to deal with administrative issues and events, studies, and markets analysis.

Professional and Practical skills:

  • The ability to not only communicate the points they are trying to make, but also to truly listen to those around them.
  • Know how to craft and communicate a compelling message to the right target audience that generates new business, and in turn, builds profitable revenue streams.
  • Positive engagement with the various positions that can convert threats into opportunities.
  • Display ideas, opinions, and views clearly in a scientific way while being objective and supported by evidence.

General and Transferable skills:

  • Effective time management.
  • Cognitive and intellectual development and continuous learning.
  • Methods of solving individual or institutional problems efficiently.
  • Innovation, continuous development, and improvement of work.
  • Use of relevant terminologies.

Units of studying:

  • Theoretical (20)
  • Practical (10)

Investment fees:

  • 5,000 LE

Course Content

Lect #.
Topic
Hrs #
Theoretical
Practical
1
The needs of the shipper and the consignee
3
2
1
2
Factors influencing the rates
3
2
1
3
Pricing (purpose of pricing as a management tool – demand & supply for air cargo – factors affecting demand & supply)
3
2
1
4
Pricing (price determinants – price elasticity of demand & supply – pricing strategies)
3
2
1
5
Advertising campaigns
3
2
1
6
Selecting marketing media
3
2
1
7
Marketing plans
3
2
1
8
Marketing activities
3
2
1
9
Airfreight target groups
3
2
1
10
Advantages of Air Freight
3
2
1
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