| SHORT COURSE OUTLINE |
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| Maritime transport is the world’s oldest mode of organised transport, with a history spanning over 5,000 years, as noted by Martin Stopford. It has played a pivotal role in shaping civilisations, trade, and global economic development. In the modern world, shipping continues to be the backbone of international commerce, enabling the movement of goods on a scale unmatched by any other transport mode. |
| This Short Course takes a deep dive into the strategic and marketing dimensions of maritime transport, offering a unique perspective that moves beyond operations to explore how shipping companies define their business, shape their services, and interact with global markets. |
| Shipping can be analysed through four key lenses: the traditional, the economic, the supply chain, and the marketing perspectives. Though each approach offers a distinct entry point into the study of maritime transport, they are deeply interconnected, collectively forming the foundation of both industry-wide strategies and company-specific business models. This integrated view is essential to understanding how shipping companies operate, compete, and deliver value in a constantly evolving environment. |
| At the heart of any successful shipping company is strategic management, the process of setting goals, defining objectives, and designing flexible strategies that can adapt to shifting market conditions. In an industry where uncertainty, volatility, and complexity are the norm, strategy functions as a dynamic roadmap, guiding decision-making while remaining open to change. |
| From a marketing standpoint, shipping presents unique challenges. As a service-based industry, many offerings are intangible, making it more difficult to differentiate, position, and promote. Nevertheless, companies work to add tangible elements to their service packages to improve customer experience and increase visibility in the marketplace. |
| Central to this discussion is the question: "What business is the shipping industry really in?" The answer is crucial, it not only clarifies the industry's core activities but also guides how companies design their service offerings, structure their marketing channels, and segment their markets. This Short Course will tackle that question head-on, helping participants build a clearer picture of where strategic and marketing efforts should be focused. |
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| Key topics include: |
| TOPIC 01. The Shipping Industry: The Four Perspectives. Explore shipping through four analytical lenses, traditional, economic, supply chain, and marketing, and understand how they interlink to form a complete industry overview. |
| TOPIC 02. Strategic Management in Shipping. Examine the process of setting objectives, crafting adaptable strategies, and aligning operations with long-term goals in a competitive global environment. |
| TOPIC 03. Understanding Shipping Services. Delve into the nature of shipping as a service industry, the intangibility of its offerings, and how companies work to enhance their value propositions. |
| TOPIC 04. Distribution Channels in Shipping. Analyse the pathways through which shipping services are marketed and delivered to customers, including the role of intermediaries and direct client engagement. |
| TOPIC 05. Food for Thought. Engage with thought-provoking questions that challenge conventional thinking, such as identifying the true business of shipping companies and how strategic marketing can redefine performance and positioning. |
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| This Short Course offers an essential blend of strategic insight and marketing know-how tailored specifically for the maritime industry. With a mix of theoretical frameworks, practical examples, and industry reflection, it invites participants to reimagine shipping not just as transport, but as a service business with evolving customer needs, competitive dynamics, and strategic imperatives. |
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| TARGET AUDIENCE |
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| This Short Course targets all Players interested in Distribution Channels, Logistics and Maritime Economics issues. It includes University Students, Importers / Exporters, Shippers, Shipping Companies, Vessel Operators, Shipping Agents, Freight Forwarders, Supply Chain Managers, 3PLs, Port Authorities, Port Terminal Operators, International and/or Intermodal Transport Companies, Maritime Lawyers, Consultants, and other parties with interest in the subject matter. |
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SHORT COURSES AT WORLD OF SHIPPING PORTUGAL
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| At World of Shipping Portugal, our Short Courses are thoughtfully designed to provide participants with a well-rounded understanding of key maritime and logistics topics. These courses are: |
| Broader in scope, allowing learners to explore a subject in depth while connecting it to a wider industry context. |
| Structured to deliver essential background knowledge, they bring together a range of interrelated topics, offering a cohesive and comprehensive learning experience. |
| Balanced between theory and practice, combining academic concepts with real-world applications, case studies, and industry examples to ensure practical relevance. |
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| Whether you’re seeking to strengthen your professional knowledge, explore a new field, or complement your academic studies, our short courses offer an accessible and engaging route to upskilling. |
| Short courses are available in-person and online, and are delivered in Portuguese or English, making them flexible and inclusive for a diverse audience of learners and professionals. These short courses are ideal for those who value both academic insight and industry relevance, taught by experienced professionals who understand the challenges and opportunities of the maritime world. |
| A certificate of completion will be awarded to all participants who successfully complete any of our short courses, serving as a formal recognition of their professional development in international trade and maritime transport. |
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| MEET OUR GUEST LECTURER: ANA CASACA, PhD, FICS |
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Ana Casaca was, first and foremost, a Deck Officer responsible for navigational watches. Being at sea gave her a thorough perspective of the operational side of the shipping industry. She holds a B.Sc. (Honours) in Management and Maritime Technologies from Escola Nautica Infante D. Henrique (Portuguese Nautical school), an MSc in International Logistics from the University of Plymouth and a PhD in International Transport/Logistics from the University of Wales-Cardiff. Next, she became an Experienced Lecturer, Researcher and Peer Reviewer in Maritime Economics and Logistics.
In between, numerous functions and roles. For more than 20 years, she has been an External Expert for the European Commission, evaluating R&D/CEF proposals within the scope of maritime transport. In parallel, she has carried out other projects. She has delivered training and has been invited, since 2002, to peer review academic papers submitted to well-known international Journals. She is the author of several research papers published in well-known academic journals and member of some journals’ editorial boards, namely, Maritime Business Review Associate Editor, Journal of International Logistics Editorial Board Member, Universal Journal of Management Editorial Board Member, Frontiers in Future Transportation Review Editor, and Journal of Shipping and Trade Guest Editor.She is also the founder and owner of ‘World of Shipping Portugal’ a website initiative established in 2018 focused on maritime economics. In addition, she is a Member of the Research Centre on Modelling and Optimisation of Multifunctional Systems (CIMOSM, ISEL), Fellow of the Institute of Chartered Shipbrokers (ICS) and Member of the International Association of Maritime Economists (IAME). |
 : Ana Casaca, PhD, FICS |
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