EENI Global Business School

International Promotion Policy. Country Brand

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Syllabus of the Subject

Global Promotion Strategy, new export markets. Advertising

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

3- Country Brand.

  1. Concept of country brand
  2. Influence of the country brand on the 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 the 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 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 enterprises
  11. Business Models of the Company 2.0

Country Brand Colombia

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 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 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 the 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 the e-promotion and how to apply them to the international marketing
  9. To assess the importance of the social networks in the International Marketing and know how to design a social networks strategy

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 available tools 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 the 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 the 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

Online Student Master in International Business

The Subject “International Promotion Policy” belongs to the following Online Programs taught by EENI Global Business School:

Masters: Foreign Trade, International Business.

Masters in International Business and Foreign Trade (MIB)

Diploma: International Marketing.

Diploma in International Marketing and Internationalization

Course: Global Marketing.

Global Marketing: export prices, distribution, promotion..

Doctorate: World Trade.

Doctorate in International Business (DIB) Online

Languages: Masters, Doctorate, International Business, English or Study Doctorate in International Business in French Promotion internationale Study Master Doctorate in International Business in Spanish Promoción internacional Masters Foreign Trade in Portuguese Promoçao internacional.

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

Area of Knowledge: International Marketing.

International Promotion Policy.

The 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 the distribution systems available in the foreign markets.

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

The influence of the country brand on 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 the 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 the international marketing

The International fairs are a fundamental aspect of the international marketing. The 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 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 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 organized 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 the 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. The 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.

Sample - International Promotion Policy:
International Promotion

International Brand Promotion

(c) EENI Global Business School (1995-2024)
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