International Promotion Policy


The main objectives of this Learning Unit are to learn the importance of an appropriate promotion strategy when entering new export markets, examine the promotion options available to the exporter, outline the key points to note when designing a company brochure and analyse the tools available when implementing a promotion campaign.

Learning Unit Summary

Promotion policy is another key factor in foreign trade. 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 have to 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.

Course Contents

  • Introduction
  • Brochures and Catalogs
  • Advertising and PR
  • Promotion Campaign


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