Description
ITS - EMO - 009 - International Promotion Policy
By the term promotion, we understand all those activities developed by the marketing department to disseminate the product in the market with the objective of increasing 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. Promotion should generate a positive attitude to the product while taking into account every country's own idiosyncracies.
In this unit you will:
- learn about the factors affecting promotion decisions,
- understand the workings of advertising and publicity,
- understand the purpose of brochures and catalogues
- gain the insights needed to create your own international promotion campaigns.
Objectives
To Understand the purpose of International Promotion and how to structure an export promotion campaign in your chosen market.
Detailed Topic Listing as follows:
LU EMO 009 International Promotion
1. INTRODUCTION
1.1 Promotion Policy. Factors
1.2 Promotion Policy. Customer Orientation
2. BROCHURES AND CATALOGUES
2.1 Promotion Policies. Brochures & Catalogues
3. ADVERTISING AND PUBLICITY
3.1 Global Advertising?
3.1.1 Global Advertising - Difficulties
3.1.2 The Advertising Agency
3.2 Public Relations
3.3 Sales Promotion
3.4 Sales Force
4. PROMOTION CAMPAIGN
4.1 Referring to the Product
4.2 Referring to the cost
4.3 Where Promotion Resources Go
4.4 Direct Promotion
4.5 Indirect Promotion
4.5.1 Indirect Promotion – Tools Available
4.6 Imbalances in the Promotion Mix
4.7 Promotion 10% of Sales
4.8 Promotion Mix and Assignment of Human Resources
4.9 Supporting Direct Promotion
Further Reading
1- Strategic Influence of Promotional Mix on Organisational Sales Turnover in the face of strong competition.
2- International Advertising Strategy.
3- Marketing Strategy in terms of Promotion and Communication for Energy Drinks in Ghana.
4- Integrated Marketing and Promotion.
5- Sales Promotion Strategy of Selected Companies of FMCC Sector in Gujarat Region.
Forum Assignment
End of Unit
Certificate
By completing/passing this course, you will attain the certificate eBSI International Trade Short Course Certificate
Learning Credits
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