Port Marketing, Business Development
and Terminals Operations

21 - 24 May 2024
Golden Tulip City Center Hotel
Dar Es Salaam - Tanzania

Port Marketing, Business Development and Terminals Operations

Register Now! Limited Seats Available!

Local - TZs 700,000.00 Per Delegate

International - USD 550.00 Per Delegate

Course overview:

Achieving measurable excellence in Port Operations is the key to acquire Customer Delight and thereby reach the objective of sustained viability of port business. Adequate infrastructure, identified on-shore and off-shore equipment, trained manpower to perform operations in the port and systems and processes to execute the work; all need to be ready prior to commencement of operations in the port.

This programme on Port Business Development and Marketing will zoom in on business development actions and marketing activities that will try to attract new business and projects and aims to increase existing business. It will guide the future development of the participants’ ports and it will enable them to give the port’s stakeholders and the wider port community a clear picture of the future plans and projects of the port its requirements and responsibilities.

Course Objectives:

With this Programme, You will:

    • understand the importance of bringing the port closer to the market, gain insights in customer needs, identify the unique selling points of your port or terminal and its current and potential future positioning in the marketplace
    • get familiar with developing a commercial strategy, understand how to conduct relevant market studies in order to map the port potential and apply marketing techniques in order to present and capitalise on the port’s unique selling proposition
    • be able to determine business plan actions that will allow you to follow up on identified market opportunities
    • be able to picture the short, medium and long term development plans of your port, in order to provide the port’s stakeholders and wider port community with a clear understanding of 
      1. Forecasted trade volumes,
      2. Necessary infrastructural improvements,
      3. Environmental and social principles the port will follow in its development
    • learn how to build a solid communication strategy, using a wide range of communication channels. Based on that you will learn how to efficiently interact with port users and the port community through all types of modern media

Targeted Audience:

    • Managers of port authorities that are active in commercial and sustainable port development strategies
    • Commercial staff and business development managers of port operating companies
    • Staff of ministries of transport or maritime affairs working on port promotion, stakeholder management, community management, etc.
    • Operations Managers
    • Marketing Managers
    • Engineering service,
    • Railways personnel from Port Authorities; Port / Terminal developers, Port operators; Banks, PE
    • Port Service providers; Shipping Companies, Forwarders, Logistics companies, Intermodal Service providers; Port Equipment Suppliers; Port Designers / Planners; Port Consultants

Course Outline:

Marketing Objectives and Actions

    • Marketing is a core function of seaport management, positively impacting cash flow, profits, production levels, market share, and the overall image of a port and the related cluster.

Business Perspective of the Port

    • This session will cover an overall perspective of the Port Business and the environment in which the ports operate. Class room training and interactive session will provide an insight to the participants about identification and classification of various customers of the port and port services. Expectations of different categories and classified customers vary for each type of port operation and service offered. Participants will also learn to identify different Unique Selling Propositions (USPs) of the Port and Services for different type of customers and their respective expectations.

Group Case Study – Product Offering  

    • In this case study, participants will evaluate requirement and expectation of the customers; analyse ports’ infrastructure, capacity of equipment and other resources and based on these parameters, prepare a service offering for the customers. Service offering will encompass operating parameters, performance levels and price for each service. Objective of the session is that the participants will prepare a “value proposition” for the customers leading to sustained business for the port.

Define Standard Operating Procedure

    • This is a role play session in which each participant will be assigned a role. Main roles consist of: Operations-in-charge; Marketing-in-charge and sub divisions thereof. Additionally, roles of Finance-in-charge; Systems; Engineering services, Logistics services will be covered depending on number of participants. Role play session will be moderated by the course director. Based on the role play discussions, the entire operating procedure will be defined in standard format which becomes the basis for the final product offering to the customers.

Ports and their Customers

Increasing Customer Loyalty

    • Despite the best of intentions and efforts when developing relationships, customers may defect to other ports. The main reasons behind this change in port choice are related to inadequate service or often just the impression of being treated with indifference. Retaining or reclaiming customers can be accomplished through a number of complementary strategies.
    1. Communication with customers
    2. Listening to front-line people
    • The customer contact people are often the first to hear what bothers customers and are better positioned to identify customer needs and concerns.
    1. Service failure recovery

Three major types of service failures exist:

    • Failures of the core business where there have been inadequate responses to service delivery system errors.
    • Poor or no responses to customer needs and requests.
    • Unsatisfactory employee behavior such as being abusive, poor attitudes, being discriminatory, and not considering cultural norms.

Recovery from poor service delivery

    • How to convert even frustrated customers into loyal customers.
    • Companies should invest in implementing problem-solving,
    • Follow-up on service recovery strategies to enhance corporate image.
    • Empower employees to have sufficient training to address the error in a timely and appropriate manner.
    1. Identify potential defectors

Observant ports can detect potential defectors early in the process. There are several indicators that a customer might defect:

    • Slower returns of customer approval requests.
    • Access to upper-level management decreases.
    • The flow of customer data slows down.
    • Plans for future work become progressively shorter-term.
    • One or more of the products or services are discontinued.
    • The volume of business (TEUs, cargo tonnage, or passenger number) is gradually reduced.
    1. Complaint management
    2. Capitalize on positive communication
    3. Usage of exit barriers
    4. Customer differentiation

End of the workshop



While both In-House and Online training can present with cost-effectiveness and time-efficacy, there are some very specific differences between in-house courses and those based online.
The demand for additional courses by individuals or groups of people is increasing. Still, it depends entirely on the preferences of a person what type of training he or she wants to receive. Online courses and in-house training carry some similarities but they are considered to exhibit some very pivotal differences too. Despite that, both types of learning can be really beneficial for attendees.

For Registration and other Training arrangements,
contact us on the detail below.

SOUTH AFRICA : +27 11 057 6001
TANZANIA Cell: +255 769 688 544
WhatsApp +27 79 574 0389
info@bmktraining.co.za / www.bmktraining.com