Course Description

The IAMPE periodically offers continuing education programs that award continuing education credits (CEU's) towards attainment of the Accredited Maritime Port Executive (AMPE). Some of our continuing education programs may be eligible towards CEU requirements for professional credentials. This seminar examines the role of marketing and business development as core strategic functions in port management, emphasizing their integration with planning, governance, and operational performance. Moving beyond traditional notions of promotion, the seminar frames marketing as the process of defining, communicating, and sustaining a port’s value proposition within increasingly competitive and data-driven maritime markets . Participants will explore key components of business development, including asset utilization, diversification of revenue streams, and long-term planning aligned with market demand cycles. The seminar highlights the critical role of data (such as origin-destination (O/D) analysis, customer intelligence, and market research) in identifying opportunities, targeting cargo flows, and supporting investment decisions. Distinctions between marketing and sales are clarified, alongside the importance of customer relationships, service reliability, and competitive pricing structures in securing and retaining business. Additionally, the seminar addresses public and media relations as essential elements of port strategy, particularly in shaping public perception, managing crises, and maintaining stakeholder trust in complex port–city environments. DETAILS: This is a virtual program on Tuesday, July 21st from 1:00PM - 5:00PM EDT. Please Note: This virtual seminar requires attendees to have their cameras turned on with their faces visible to receive credit. By participating, you consent to the recording of your image, voice, and likeness for attendance verification and potential educational use by the IAMPE.