International Promotion Policy. Country Brand

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

1- International Promotion.

1. Introduction to international promotion
2. International promotion policies
3. Promotion strategies: global, regional, and local
   1. Case Study: Nike’s Global Promotion Strategy
4. Promotion strategy when entering new export markets
5. Direct and indirect international promotion
   1. Comparative Analysis: Place and Promotion in B2C vs. B2B Global Marketing
6. International Promotion MIX
   1. Advertising and publicity
   2. Advertising Agency
   3. Promotion campaign
   4. Brochures and catalogues
   5. Public relations
   6. Sponsoring and Fund Raising
7. Media Planning in International Markets
   1. Case Study: Coca-Cola’s “Taste the Feeling” Campaign in International Markets
8. Religion and international promotion
   1. Religious influencers and business
9. Green Marketing
   1. Case Study: Patagonia — Pioneering Green Marketing in Outdoor Apparel
10. 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. International Fairs: a fundamental aspect of International Marketing
2. Objectives of participation in international fairs
3. Preparation and organization of international fairs
4. Main trade fairs in the World
5. Case Study: Pininfarina in Auto Shanghai

3- Country Brand.

1. Concept of country Brand
2. Influence of country brand on global marketing
3. Country brand as a competitive advantage
4. Strategy of internationalization and 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. Indian Software brand
   5. Hong Kong's Brand: “Asian World City”

4- International Business Trip

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

5- e-Promotion.

1. Key concepts related to e-Promotion
2. Promoting online effectively
3. Search engine Positioning

6- Social Networks and international promotion.

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

AI for Global Business

1. Introduction to AI in Global Business
2. AI and Global Trade
3. AI in Global Strategy and Decision-Making
4. AI in International Marketing and Customer Insights
5. AI and Cross-Cultural Management

The educational aims of the Subject “International Promotion” are the following:

1. To understand the key areas of international promotion
2. To learn the importance of an appropriate promotion strategy when entering new export markets
3. To examine promotion options available to the exporter
4. To outline the key points to note when designing a company brochure and analyze the available tools when implementing a promotion campaign
5. To understand the influence of a country's brand on its export performance
6. To understand the fundamentals of international fairs (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 International Marketing
9. To assess the importance of social networks in International Marketing and know how to design a social networks strategy

This will be achieved by:

1. Examining promotion options available to the exporter
2. Outlining the key points to note when designing a company brochure
3. Analyzing the available tools when implementing a promotion campaign
4. Examining what is a country's international image
5. Analyzing how we can use the country image to promote export sales
6. Detailing the factors that influence a country's image abroad
7. Analyzing 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, the task to carried out during the trade fair and the follow-up activities that will be required after attendance

The Subject “International Promotion Policy” is included within the curriculum of the following academic programs at EENI Global Business School:

Masters: Foreign Trade, International Business.

Postgraduate Certificate in Global Marketing.

Doctorate: World Trade.

Languages: or Promotion internationale Promoción internacional Promoçao internacional.

1. Subject Credits “International Promotion Policy”: 5 ECTS
2. Duration: 5 weeks

Area of Knowledge: International Marketing.

International Promotion Policy.

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

1. With a direct export, the exporter will bear all promotion costs
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 product/service 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. Global Promotion Policy applies to each of the countries to which the company wishes to export.

Main Objectives of the Global Promotion Strategy

1. Increase Brand awareness internationally
2. Maintain consistent brand messaging
3. Engage local consumers effectively
4. Drive product adoption in diverse markets
5. Align with global and regional marketing goals

Nike’s success in global promotion stems from:

1. A unifying brand mission
2. Strategic use of global & local voices
3. Boldness in socially relevant messaging
4. Excellence in digital adaptation
5. Deep cultural research and execution

Green marketing refers to the practice of promoting products and services based on their environmental benefits. It emphasizes sustainability, eco-friendliness, and minimal environmental impact throughout the product lifecycle—from sourcing raw materials to production, distribution, and disposal. Also known as environmental or sustainable marketing, this approach aligns with growing consumer demand for responsible and ethical business practices

1. Religion and ethical frameworks

Patagonia’s mission statement—'We’re in business to save our home planet'—firmly aligns its brand identity with environmental protection and sustainability. By positioning itself as a purpose-driven brand rather than merely an apparel company, Patagonia communicates a strong ethos of environmental activism and corporate responsibility.

The influence of 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 foreign markets depends on many factors, among them on foreign promotional policy carried out by Governments to improve this image.

The exporter should find out 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 favor 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 International Marketing

International fairs are a fundamental aspect of 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 International Marketing Plan developed by the company
2. It will have established the fairs that 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 the current distributors, is a fundamental aspect of 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 organized carefully because it is expensive.

Finally, the objectives of the trip should be those reflected in 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 digital 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 the 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.

Digital Promotion Strategies

1. Global digital ad platforms (Google Ads, Meta Ads)
2. SEO and localization
3. Influencer and content marketing tailored by region
4. Omnichannel integration (e.g., online-to-offline campaigns)

1. Cultural influence of religion in global business