International Promotion

EENI- School of International Business

Subject (Course): International Promotion Policy. International Fairs. Syllabus:

Subject “International Promotion Policy” consists of six parts:

1- International Promotion.

  1. Introduction to international promotion
  2. Policies of international promotion
  3. Promotion strategies: global, regional, and local
  4. Promotion strategy when entering 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:
    - Benetton.
    - Red Bull.
    - AXE (Lynx) Campaign.
    - OMO (Surf).
    - Omnicom.
    - Ten Best Advertising Slogans.

2- International Fairs.

  1. A fundamental aspect of international marketing.
  2. Objectives of participation.
  3. Preparation and organisation of international fairs.
  4. The 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 in 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:
    - Country Brand Index.
    - Cafe de Colombia.
    - Proudly South African Brand.
    - Indian Software brand.
    - 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

Objectives of the subject “International Promotion”:

  1. To understand the key areas of international promotion marketing to different countries.
  2. To learn the importance of an appropriate promotion strategy when entering 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 international trade appropriate preparation and 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 our country image to promote export sales.
  6. Detailing the factors that influence a country's image abroad.
  7. Outlining the prospect market search you will undertake before a business trip.
  8. Analysing the goals to be achieved from a market visit.
  9. Detailing the follow-up work that will be necessary after the trip.
  10. Outlining the objectives of attending a trade fair.
  11. Examining the current trends in trade fairs and international exhibitions.
  12. 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.
Subject “International Promotion Policy” is studied…
  1. Master in Foreign Trade and International Marketing
  2. Professional Master's Program in International Business (Distance learning)
  3. Postgraduate Diploma in International Marketing
  4. Postgraduate in Global Marketing

Languages of study: En or Fr Promotion En Promoción Pt Promoçao

Credits of the subject “International Promotion Policy”: 5 ECTS/2.5 AC.

Area of Knowledge: International Marketing

Sample of the subject - International Promotion Policy:
International Promotion

Subject Description (International Promotion Policy).

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 of foreign markets. With a direct export, the exporter will bear all the costs of the promotion. However, with an Indirect export, the intermediary can share in this cost and participate in the design of it.

By promotion; we understand all those activities developed by the international marketing department to consolidate the product in the market, with the objective of increasing its sales, understanding, and image. Promotion Policy in foreign trade works within The structure of the marketing mix. Promotion Policy applies to each of the countries to which the company wishes to export.

The influence of the country brand the 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 governments to improve this image.

The exporter should find out what is the country image of his country in the target market. If this image is positive, the most logical thing will be to use it in our favour in our marketing plans. If the image is negative, the recommendable thing is to use the marketing mix to draw the importer's attention towards other variables of marketing.

International fairs are, without a doubt, a fundamental aspect of international marketing. Exporters use them both to open new markets and launch new products or support the work of their distributors. Participation in the fair will be defined in the international marketing plan developed by the company. It will have established that fairs the company should attend and will establish the budget available for the fair. 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.

Country Brand

Brand promotion

Country Brand Colombia

Advertising publicity

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 personally our distributors. 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.

International Fair



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