Subject (Course): International Promotion Policy. International Fairs. Syllabus:
Subject “International Promotion Policy” consists of six parts:
1- International Promotion.
2- International Fairs.
3- Country Brand.
4- International Business trip
6- Social Networks and international promotion.
Objectives of the subject “International Promotion”:
This will be achieved by:
Sample of the subject - International Promotion Policy:
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.
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.