In this module you will gather knowledge and expertise in the area of marketing shipping logistics services in the global trading arena. Emphasis is put on service quality defined by global benchmarks which is also reiterated as a theme throughout the module. You will apply marketing concepts in both the generic and niche shipping market sectors and find out differences of how to approach your various customers. Students will learn about the importance of international marketing in an openly competitive global environment. Attention is given to the culture and trade practices of global markets, focussing on international brand management as well as the positioning and the globalisation of brands.