• Diploma in Shipping Operations and Management (Level 5)

Marketing for Shipping Organisations

Main aims of the Unit

The main aim of this unit is to introduce learners to the main elements of the marketing philosophy as it can be applied to shipping organisations and will highlight the benefits of the marketing orientation over other business philosophies. Learners will also be introduced to the stages of marketing planning and to the strategic options available to modern shipping organisations.

Learning Outcomes for the Unit

Upon successful completion of the course students will be able to:

  • Explain the benefits of the marketing orientation to shipping organisations
  • Describe the key elements of the marketing mix
  • Comment on the marketing strategies adopted by commercial organisations
  • Discuss the stages associated wit the development and implementation of marketing plans
  • Understand the characteristics of maritime services and describe how marketing activities can accommodate them
  • Describe the approaches to be used in order to collect market information

Learning and teaching methods/strategies used to enable the achievement of learning outcomes:

Learning takes place on a number of levels through lectures, class discussion including problem review and analysis. Formal lectures provide a foundation of information on which the student builds through directed learning and self managed learning outside of the class. The students are actively encouraged to form study groups to discuss course material which fosters a greater depth learning experience.

Entry Requirements

  • Certificate in Shipping Operations and Practice
  • An approved Certificate or Diploma in a relevant area of study

Relevant experience is taken into consideration for students 21 years of age and over who have not completed any formal qualifications.

Main Topics of Study

  • The critical role of marketing to marketing services
  • Characteristics of services
  • Intangibility
  • Perishability
  • Ownership
  • Inseparability
  • Variability
  • Adaptation
  • Marketing Policies
  • Procedure of Marketing Implementation in Shipping Companies
  • Marketing Information System
  • Marketing Objectives
  • Marketing strategies for competitive advantage
  • Differentiation and positioning
  • Marketing philosophies
  • Measuring and forecasting market demand
  • Identifying market segmentation and selecting target markets
  • Market segmentation methods
  • Conditions to effective market segmentation
  • Shipping marketing and customer orientation
  • Charterer’s and shipper’s decision process
  • Charterer’s and Shipper’s buying behavior
  • Chartering policy in the tramp market
  • Chartering policy in the liner market
  • Shipowner’s Chartering policy
  • Empirical research methodology
  • Marketing strategies of tanker companies
  • Marketing strategies of liner operators
  • Marketing philosophy adopted by leading organisations and operators

Indicative Reading for this Unit

Main Text

Marketing of Shipping Companies E.Plomaritou (Stamoulis Publications)

Marketing Management P. Kotler, K. Keller, M. Brady, M. Goodman (Pearson)

Guideline for Teaching and learning time
(10 hours per credit)

50 Hours - Lectures / Seminars / Tutorials / Workshops:

Tutorial support includes feedback on assignments and may vary by college according to local needs and wishes.

50 Hours - Directed learning:

Advance reading and preparation / Class preparation / Background reading / Group study / Portfolio / Diary etc

100 Hours - Self managed learning:

Working through the course text and completing assignments as required will take up the bulk of the learning time. In addition students are expected to engage with the tutor and other students and to undertake further reading using the web and/or libraries.

Assessment methods

Final Examination: 70%
Coursework: 30%