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HPTI
Hamburg Port
Training Institute GmbH
Überseezentrum
Schumacherwerder
D-20457 Hamburg, Germany
Phone: +49 40 - 788 78 - 0
Fax: +49 40 - 788 78 - 178
E-Mail: hpti@hpti.de
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Port Marketing
Analysing Opportunities and Planning of Marketing Programmes
After a deep understanding of markets and its different forms by examining its objectives, organisations and operations, the behaviour of the actors in a market (buyers and sellers) is analysed.
In order to convert the understanding of the market into quantitative estimations of specific demand the future development of market demand must be forecasted. The necessary demand measuring and forecasting techniques are introduced.
Outline of Contents
The process of short-term and annual planning to achieve a market goal, including developing individual goals, strategies and budgets in the context of the corporate goal will be examined in all ist facettes:
 Characteristics of markets
Objects in the markets
Purchase decision and buying process
Different strata of markets, producer-, seller- and government
markets
Concepts in demand measuring
Methods of estimating demand
Forecasting demand
Annual marketing planning process
Setting corporate goals and budgets
Sales and profit projection
Strategy development
Action plans and controls
Methodology
Market Research Methods will be taught in lectures and active planning of marketing program-mes will take place in case scenarios
Target group
Junior managers from all port related fields plus Port marketing and sales personnel
Marketing Management
A very important aspect of optimising market economic chances concerns sustaining relationships between ports and their customers. This relationship needs to be defined from a service sector point of view and placed on sound commercial footing. Therefore, knowledge of marketing of port and transport services in a national and international perspective is an urgent requirement.
These lectures define "Marketing", explain the concepts of human needs and wants, products and services, exchanges and markets. They introduce marketing management tasks and explain standard marketing philosophies. This leads over to the investigation of the functioning of the market system and how it converts resources into want-satisfying products and services. Here the concepts of strategic marketing are also developed.
Outline of Contents
The seminar is based on introducing the marketing system, its major components, its operating characteristics and the system relationships:
Tasks and philosophies
Marketing management
Macro environment
Strategic marketing
Opportunities
Setting objectives
Developing strategies
Formulating plans
Implementation and control
Methodology
Lectures, role plays and case scenarios will alternate.
Target group
Junior managers from all port and transport related fields; Marketing and Sales staff
Managing Marketing Programmes
The administrative side of marketing will be investigated under this heading, especially organising marketing departments and their marketing activities. As modern marketing decision making depends on a deep and continuous flow of information, the process of marketing research and the resulting information system receive intensive consideration.
Marketing planning is of little use if not accompanied by a system of controls. Ports act in a international environment, therefore, international marketing receives considerable coverage.
Outline of Contents
The organisation of a modern marketing department and ist relations with other departments will be presented. The following topics will be also part of the seminar:
Concept and components of a marketing information system
Internal accounting system
Marketing intelligence system
Marketing research system
Marketing control, strategic-, annual plan- and profitability-
International marketing decisions
Entry and operating decision
International marketing organisation decision
Methodology
Examples from organigrams of marketing departments will be discussed and the concept of one-stop-shopping will be introduced in lectures and case studies.
Target group
Marketing managers
Service Strategy
The concept of service will be introduced first, followed by an examination of service mixed strategies. Further lectures explain the development of new services, their market introduction and their integration into the service mix. Every firm must set prices for their products or services; the mechanism for doing this will be examined.
Successful marketing depends on efficient communication and promotion. The mechanism governing success or failure of communication and promotion programmes and the firm's role as a communicator will be examined in detail.
Outline of Contents
Introduction to service mix strategy containing:
Concept of service
New service development strategy
Effective organisational arrangements
Idea generation and screening
Concept development and testing
Business analysis
Service development
Price setting in theory and practice
Price changes
Communication, promotion and advertising decisions
Persuasion process
Communication model
Promotion model and mix
Advertising budget and expenditures
Message development and media selection
Measuring advertising effectiveness
Methodology
Lectures and Case Studies will go hand in hand.
Target group
Marketing and Sales Executives
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