This subject helps students acquire an understanding of the complexities which surround the successful undertaking of promotional and advertising campaigns overseas, with particular reference to the roles of promotion intermediaries, promotion infrastructure, legal impediments and government involvement. In-depth study is undertaken of the appropriateness of different forms of promotion according to the market, the product/service offered and the situation of the supplier. The subject enables students to acquire an understanding of the way in which advertising campaigns need to be modified to suit overseas markets; and develops an appreciation of the various forms of promotion which are appropriate to developing international business.

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