International Promotion

EENI- School of International Business

Subject: International Promotion Policy. International Fairs. Syllabus:

The subject “International Promotion Policy” consists of six parts:

1- International Promotion.

  1. Introduction to the international promotion
  2. International promotion policies
  3. Promotion strategies: global, regional, and local
  4. Promotion strategy when entering the new export markets
  5. Direct and indirect international promotion
  6. International Promotion MIX
  7. Advertising and publicity
  8. Advertising Agency
  9. Promotion campaign
  10. Brochures and catalogues
  11. Public relations
  12. Sponsoring and Fund Raising
  13. Case Study:
    1. Benetton
    2. Red Bull
    3. AXE (Lynx) Campaign
    4. OMO (Surf)
    5. Omnicom
    6. Ten Best Advertising Slogans

2- International Fairs.

  1. The International Fairs: a fundamental aspect of the international marketing
  2. Objectives of the participation in the international fairs
  3. Preparation and organisation of the international fairs
  4. Main trade fairs in the World
  5. Case Study: Pininfarina in Auto Shanghai

3- Country Brand.

  1. The concept of the country brand
  2. Influence of the country brands on global marketing
  3. The country brand as a competitive advantage
  4. The strategy of internationalisation and the country brand
  5. International rankings
  6. Rating agencies
  7. Case Study:
    1. Country Brand Index
    2. Cafe de Colombia
    3. Proudly South African Brand
    4. The Indian Software brand
    5. The Brand Hong Kong: “Asia’s World City”

4- International Business trip

  1. International Business Travel
  2. Organisation of the trip
  3. International Sales
  4. Post-trip activities

5- e-Promotion.

  1. Key concepts of e-Promotion
  2. Promoting online effectively
  3. Search engine positioning

6- Social Networks and international promotion.

  1. Web 2.0 in a globalised world
  2. Key Concepts: Folksonomy, mashup, Cloud computing
  3. Sharing content: Photos (Flickr), documents (Slideshare) and Video (Youtube)
  4. Business applications of Facebook and Twitter
  5. Professional Social Networks (LinkedIn, Xing)
  6. Social Bookmarks
  7. Case Study: Google+.
  8. Syndication: RSS news aggregators, Podcasting
  9. Use of Blogs in companies
  10. Case Study: Social Media Strategy
  11. Use of Wikis in enterprises
  12. Business Models of the Company 2.0

The objectives of the subject “International Promotion” are the following:

  1. To understand the key areas of the international promotion
  2. To learn the importance of an appropriate promotion strategy when entering the new export markets
  3. To examine the promotion options available to the exporter
  4. To outline the key points to note when designing a company brochure and analyse the tools available when implementing a promotion campaign
  5. To understand the influence of a country's international brand on its export performance
  6. To understand the fundamentals of the international fairs, the appropriate preparation and the attendance and its related follow-up activity
  7. To understand how to plan and prepare a business trip to a prospective export market and the follow-up, which will then be required
  8. To understand the basics of e-promotion and how to apply them to the international marketing
  9. To assess the importance of social networks in the International Marketing and know how to design a strategy of social networks

This will be achieved by:

  1. Examining the promotion options available to the exporter
  2. Outlining the key points to note when designing a company brochure
  3. Analysing the tools available when implementing a promotion campaign
  4. Examining what is a country's international image
  5. Analysing how we can use the country image to promote export sales
  6. Detailing the factors that influence a country's image abroad
  7. Analysing the goals to be achieved from a market visit
  8. Detailing the follow-up work that will be necessary after the trip
  9. Outlining the objectives of attending a trade fair
  10. Examining the current trends in trade fairs and international exhibitions
  11. Detailing how to prepare for a trade fair, task to carried out during the trade fair and the follow-up activities that will be required after attendance
The subject “The International Promotion Policy” is studied...
  1. Master in Foreign Trade and International Marketing
  2. Professional Master's Program in International Business (Distance learning)
  3. Diploma in International Marketing
  4. Postgraduate in the global marketing

Languages of study English or French Promotion Spanish Promoción Portuguese Promoçao

  1. Credits of the subject “The International Promotion Policy”: 5 ECT.
  2. Duration: 5 weeks

Area of Knowledge: International Marketing

Sample of the subject - The International Promotion Policy:
International Promotion

Description of the Subject: the International Promotion Policy.

The Promotion Policy is another key factor in the Global market. Besides deciding global or local promotions, the type of promotion that we should carry out will be related to the distribution systems available in foreign markets.

  1. With a direct export, the exporter will bear all the costs of the promotion
  2. However, with an indirect export, the intermediary can share the cost and participate in the design of it

By international promotion; we understand all those activities developed by the department of international marketing to consolidate the product/service in the market, with the objective of increasing its sales, understanding, and image.

The Promotion Policy in foreign trade works within the structure of the marketing mix. The Promotion Policy applies to each of the countries to which the company wishes to export.

The influence of the country brand on global marketing is a crucial piece of information, which should be taken into account by the exporter. The image of a country in the foreign markets depends on many factors, among them on the foreign promotional policy carried out by the governments to improve this image.

The exporter should find out what is the country image of his country in the target market.

  1. If this image is positive, the most logical will be to use it in our favour in our marketing plan
  2. If the image is negative, the recommendable is to use the marketing mix to draw the importer's attention towards other variables of the international marketing.

International fairs are, without a doubt, a fundamental aspect of the international marketing. Exporters use them both to open new markets and launch new products / services or support the work of their distributors.

  1. Participation in the fair will be defined in the International Marketing Plan developed by the company.
  2. It will have established that fairs the company should attend and will establish the budget available for the fair.
  3. Participation in a trade fair abroad is expensive, and for this reason, the company should put in place precisely the goals to be obtained from attending.

A business trip, be it to prospect a market or to visit current distributors, is a fundamental aspect of the foreign trade. Nowadays it is the only way to discover the real situation of each market and especially to get to know our distributors personally. It should be organised carefully because it is expensive. Finally, the objectives of the trip should be those reflected in the International Marketing Plan.

With traditional mass media, consumers are exposed to a barrage of commercials and advertisements and they have no option but to watch the entire advertisement, or change the channel or turn the page. The consumers have no decision-making capacity here.

In e-communication, the situation is reversed; consumers play the leading role. They are the ones who decide what advertising to watch and how. That is why it is essential to understand the basic principles of online promotion. Traditional promotion concepts should be transformed to make an online business successful. In this subject; we will look at the key features and examine the main techniques of online promotion.

Country Brand in International Promotion

International Brand Promotion

Country Brand Colombia

Advertising and Publicity (International Promotion)

International Fair



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