Port Marketing & Business Development

Introduction

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.

Objectives

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

Training Methodology

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.

Organisational Impact

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.

Personal Impact

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.