Overview

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.