MARITME

LOGISTICS AND MARKETING

Shuo Ma / WMU

What?

• Maritime Logistics, what is it?

• Maritime Marketing, what is it?

Shuo Ma / WMU

OHT I.1
 LOGISTICS
The process of planning, implementing
and controlling the efficient, effective
flow and storage of goods, services, and
related information from point of origin
to point of consumption for the purpose of
conforming to customer requirements
Lambert 1998

Ma Shuo / WMU

MARKETING

Marketing is a process whereby an

organization seeks to identify, quantify
and anticipate the wants and needs of its
markets, and develops the product or
service to satisfy such wants and needs.

Shuo Ma / WMU

OHT I.2
 Why?

• Maritime Logistics, why do we learn it?

• Maritime Marketing, why do we need
to bother with it?

Shuo Ma / WMU

Some Recent Stories in Maritime Transport

• Lloyd’s List (15 Jan. 2014), Port of Hong Kong loses ground as Shenzhen
looks set to become the world’s third-largest box port
• American Shipper (Dec. 2013), Only less than a third shippers use
Transport Management System software, despite the benefit.
•
•

Shuo Ma / WMU

OHT I.3
 Maritime Transport – Logistics – Marketing
Product

MARKETING
Price Promotion

Place
Customer service

Processing and
Lot quantity
information
LOGISTICS

Inventory Warehousing

Transportation

TRANSPOT
Air transport Land transport

Maritime
transport

Shuo Ma / WMU

How?

• Maritime Logistics and Marketing,

how do we study them?

Shuo Ma / WMU

OHT I.4
 Subject Aims
To discuss, in the context of maritime transport, the
concepts and developments of modern logistics,
including the supply chain management and
marketing; to examine the specific position of
shipping and ports in the logistics and supply chain
and to introduce the main analytical tools as well as
decision making techniques of logistics and marketing
and their applications in the shipping and port sector.

Ma Shuo / WMU

Learning Outcomes
The student will be able to:
1. demonstrate an understanding and appreciation of
the basic concept and principles of logistics/supply
chain management and marketing;
2. discuss the relationship between logistics/marketing
and the shipping and ports sector;
3. apply logistics concepts and analytical tools to
solve transport and port problems.

Ma Shuo / WMU

OHT I.5
 Syllabus Content
External and internal environment changes in shipping and port
sector – Competition in the maritime sector – Scope and evolution
of logistics – Basic logistics concept – Supply chain management –
Total cost – Cost trade offs – Customer services – Logistics
strategy – Third party logistics – Transport strategies – Transport
modal choices – Warehousing and costs – Warehousing strategies –
Inventory cost and control – Logistics, ports and shipping – IT and
logistics software and models – Maritime logistics – Container
fleet logistics – Terminal logistics – Concept of modern marketing
– Marketing information system – Marketing research – Marketing
objectives – Market segmentation – Market forecasting – Service
marketing – Marketing strategies – Relationship marketing – Value
chain and other marketing analysis tools – Marketing organizations
– Marketing promotion tools – Marketing control and evaluation.

Ma Shuo / WMU

Assessment
• Seven (7) EC will be allocated to a research based
individual written assignment to be completed for
submission on 23 March
• One (1) EC will be allocated to class activities based
on the following criteria: criteria for class activities:
– active participation (40%);
– quality questions & comments (30%);
– critical & creative contribution (30%)

Shuo Ma / WMU

OHT I.6