Outcomes

Assessment requirement

To achieve each outcome a student must demonstrate the ability to:

1. Investigate the concept and process of shipping marketing

• explain the various elements of the marketing concept
• define the marketing mix and analyse how shipping business marketers employ this concept
• explain the classification of goods and services

2. Explain the process of situation analysis required within the shipping market

• identify the components of the micro-environment that may effect shipping markets
• identify the components of the macro-environment that may effect shipping markets
• differentiate between and explain individual and organisational buyer behaviour

3. Explain segmentation and targeting within the shipping market

• define the process involved in segmentation
• provide examples of segmentation within the shipping market
• identify and use sources and methods of marketing information collection

4. Prepare a marketing plan appropriate for liner operators or independent shipping agents

• apply effective research methods and present research findings showing source of data and examples of applications
• explain how shipping services are specified according to the needs of specific customers
• make recommendations for pricing, distributing and communicating a shipping service
• present a marketing plan for a liner operator or independent shipping agent