| GUEST LECTURER |
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| Our Guest Lecturer was Ana Casaca, PhD, FICS. |
| 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 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). |
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 : Ana Casaca, PhD, FICS |
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| CONTACTS |
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| SUMMARY |
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| Maritime transport is the old transport mode; according to Martin Stopford, it has been around for 5000 years and has played an important role throughout human history. In addressing the topic, maritime transport can be seen from different perspectives: the traditional, the economics, the supply chain, and the marketing approaches. |
| While these approaches might be independent initially, they are interconnected so much that they lead into the industry’s core strategy in general and each shipping company individually. Depending on the goals and how the objectives are set to achieve those goals, so are the strategies determined. They must be flexible enough to allow for any changes since they are the roadmap companies follow to meet their objectives. In addressing shipping from a marketing perspective, it is important to remember that the industry delivers services, some of which are more intangible than others, as companies strive to add some features that bring some tangibility into their operations. |
| Therefore, answering the question in which business or businesses the shipping industry participates is fundamental since it is the answer to that question that provides a clear overview of the core activities of shipping companies. To answer this question, this MasterClass will address shipping industry customers, shipping market segmentation, the service marketing mix, marketing channels in shipping, gap analysis and the decision to make or buy, among other topics. |
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| The MasterClass took place online via Zoom on 17 May, 2024 at 1500 - 1700 Lisbon | London time. It was taught in English. |
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ABOUT THE MASTERCLASSES
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| MasterClasses are 1) designed to target a specific topic, 2) meant to deliver unique competencies to highlight the business's theoretical and practical aspects, and 3) meant to offer participants the opportunity to solve their companies’ problems and improve their professional performance. They are delivered on-line and in English. |
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TARGET AUDIENCE
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| MasterClasses target 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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| e-LEARNING PLATFORM |
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| MASTERCLASS ASSESSMENT |
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| CURRENT TRAINING |
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| PAST TRAINING |
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| PATROCÍNADOR |
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| PATROCÍNIO PRATA |
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