Port Marketing & Business Development

Marketing is the business function that identifies customer needs, comes up with products and services to satisfy these needs, determines which stakeholders the organisation should focus on, and designs programmes to turn stakeholders into loyal advocates.

Global marketplace forces create an intense competitive environment for land and seaport operators around the world. Those that thrive use strategic marketing to focus on differentiation and a stakeholder-centred response to business mistakes.

This GLOMACS Port Marketing and Business Development training course focuses on:

• The major decisions marketing and business development managers face in matching their organisation’s resources with marketplace realities
• Analysis of current issues in marketing and business development and frameworks for managing them
• Best practices, concepts, tools and techniques for managing marketing and business development activities
• Applying marketing and business development theories to the real-world issues delegates face including balancing demand and supply, understanding and responding to buyer behaviours, and relationship building.

By the end of this Port Marketing and Business Development training course participants will be able to:

• Align marketing and business development with other strategic initiatives within their organisation
• Analyse marketing opportunities and forecast and prioritise market segments
• Segment and prioritise their key stakeholders including clients, investors, employees, and local communities
• Develop effective strategies for the 4 P’s of marketing – product, place, price, and promotion
• Plan to effectively manage service delivery failures and other crises
• Develop and implement a practical business development plan

This training course combines presentations that share both theory and industry best practices with practical sessions in accordance with adult learning and blended learner-centred principles.

Participants will have opportunities to put into practice the skills they develop and enhance during the course. We make the most of small and whole group exercises, videos, case studies, peer exchange, brainstorming, role plays and discussions.

We will spend time working one-on-one and in small groups to resolve the challenges participants face. They will leave with new ideas and skills they can implement immediately they step back into their teams.

Participants are encouraged to reflect on and discuss their own professional issues and experiences. Overall, 60% of training will be experiential and 40% will be theoretical. Participants will receive a workshop manual with an introduction to the programme, slides, overview, background information, exercises, and plenty of space for their own notes.

Here are just some of the many valuable benefits to your organisation:

• Enhanced capabilities and professionalism amongst marketing and business development leaders
• Marketing strategy and plans that link to and support strategic business objectives
• Practical business development activities that create new clients and increased revenues
• Higher levels of customer satisfaction and loyalty leading to reduced customer churn and increased profits
• Investors expressing confidence in the organisation’s business plans with continued funding
• Local communities welcoming support from the organisation and actively supporting your operations
• Employees understand marketplace realities and customer expectations and are fully supportive of executives’ plans in response.

After attending this Port Marketing and Business Development training course, you will be able to:

• Confidently advise executives and board members on appropriate marketing and business development strategies for your organisation
• Evaluate your existing brands and make recommendations for improving brand management activities
• Develop and implement marketing plans to improve customer relationship management and generate growing revenues
• Respond effectively during a crisis and manage stakeholder communication activities
• Create and manage business development plans to take prospects from initial awareness to first contract.

This GLOMACS Port Marketing and Business Development training course is for those who wish to understand strategic marketing decision making, including:

• Port and Terminal Operations Managers
• Maritime Authority Managers
• Marketing Managers and Marketing Directors
• Brand Managers and Directors
• Customer Relationship Managers and Executives
• Customer Service Managers and Executives
• Business Development Managers and Executives
• Marketing Strategists and Planners
• Digital Brand Management, Digital Marketing, Social Media, and SEO Specialists
• PR, Public Affairs, Community Relations, Media Relations, and Reputation Management Professionals

DAY 1

The Value of Marketing in Ports Management

• Overview of the core marketing concepts and the marketing process
• The business development process
• Methods for analysing marketing opportunities
• Methods for forecasting market demand
• Segmenting and prioritising markets
• Responding to emerging issues: digitisation, artificial intelligence, and sustainability

DAY 2

Engaging Key Stakeholders

• Brainstorming, mapping, segmenting, and prioritising stakeholders
• Understanding B2B decision making and buyer behaviours
• Using buyer personas to increase the impact of messaging
• Investor relationship management: using journey maps
• Improving customer experience: taking customers on the journey
• Becoming a neighbour of choice for your local communities

DAY 3

Designing Effective Marketing Strategies and Plans

• Setting Strategic Marketing Goals: linking to corporate vision, mission & business objectives
• Creating an effective brand identify and protecting the brand over time
• Designing pricing strategies to maximise volumes, revenues or profits
• Strategies for managing products and services including product families and product lines
• Developing effective promotion strategies to engage clients, investors and other key stakeholders
• Digital marketing and social media marketing best practices

DAY 4

Resolving Service Delivery Failures and Unexpected Crises

• Planning for the unexpected
• Managing business continuity and business recovery
• Identifying and training media spokespeople
• Your initial response: creating the holding statement and briefing materials
• Communicating with key stakeholders during a crisis
• Managing relationships with the media including giving media interviews

DAY 5

Business Development in Practice

• Prospecting and generating sales leads
• Turning awareness into interest and new business
• Negotiating effectively
• Improving selling skills
• Writing and managing bids
• Action planning

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P.O. Box 74653, Dubai, United Arab Emirates
Tel : +971 - 04 - 425 0700, Fax : +971 (04) 425 0701, Email : info@glomacs.com