International Business Development and Promotion

International Business Development and Promotion


Setting up an international operation from scratch or even expanding existing international operations to new markets presents a challenge. Such challenge includes the identification and validation of new or expansion markets, setting up internationalization strategies, matching target markets and successfully promote products or services when entering a new market or expanding operations in an existing market.

In order to deal with such issues, companies must acquire the right analytical tools to identify the right resources when assessing the internationalization potential, attractiveness, competition and characteristics of the different markets.

Equally important, companies must understand the different types of internationalization strategies, the relative merits of different market entry or expansion modes and the various marketing mix strategies.

The International Business Development and Promotion programme, is approved as a 'Vital Importance Programme' by the Human Resource Development Authority (HRDA) Cyprus and organisations participating with their employees, who satisfy the HRDA's criteria, are entitled to a full subsidy, thus, may attend this programme without any cost.

This programme includes 14 hours in-class training and a half-day private company consultation.

Dates/Time: 18 & 19 May 2017, 08:30 - 17:00

Training Duration: 14 hours in-class training  and 4 hours in-house private consultation

Location: CIIM Nicosia ( View Map )


The two-day in-class training workshop will focus on helping you understand how to identify and implement innovative ideas to allow your company to develop an internationalization strategy for entering new markets or expanding your business in existing markets and promoting your products or professional services in those markets.

The in-house private consultation, will help your organisation form an optimal internationalization strategy by (1) identifying financial, structural, human resource, branding and other considerations for your business when entering new markets or expanding in existing markets and, by (2) planning on acquiring the resources required to implement such a strategy.

In-class Programme Outline


  • Assess the internationalization potential of different markets

Identify sources of competitive advantage in your international strategy

  • Global sourcing and exploitation of local factors
  • Individual Case Study: Global or Local?

Identify the four main types of international strategy

  • Simple export strategy
  • Multi-domestic strategy
  • Global strategy
  • Group Exercise: International outsourcing

Market selection and entry (or expansion)

How to rank companies by market characteristics including political, economic, social and legal characteristics:

  • Cultural forms of distance
  • Administrative and political forms of distance
  • Geographical distance
  • Economic distance
  • Mini Case: Rapid overseas expansion brings contrasting experiences

How to rank companies by competitive characteristics

  • Market Attractiveness
  • Competitor retaliation threats
  • Defender’s reactiveness
  • Defender’s clout
  • Individual Exercise: Base of the Pyramid strategies

Market entry modes: Staged International Expansion Model

  • ‘Born-global firms’
  • Emerging-country multinationals
  • Breadth of competitive advantage
  • Tradability
  • Mini case: The mini-multinational

Assess the relative merits of different market entry modes

  • Joint ventures
  • Licensing
  • Foreign direct investment
  • Case Study: East meets West

Marketing mix

  • Segmentation, Targeting and Positioning
  • Developing an optimal promotional mix
  • Contemporary marketing methods

Creating an action plan

  • Prioritising ideas
  • Translating ideas to specific actions
  • Identifying timescales and responsibilities
  • Exercise: Prioritise ideas and create an action plan

Group exercise: Global, local or regional?


This training programme is designed for Managers of all leves and disciplines, who are responsible for the development, strategy and promotion of the business.


All CIIM Executive Education programmes are developed and taught by CIIM resident and visiting faculty who are widely recognised as skilled professional trainers with local and international business experience. Through many years of business consulting and teaching experience, CIIM faculty develop innovative long-lasting practical concepts that shape the practice of your daily professional responsibilities. The result is a practical educational experience which is designed to have an immediate effect into your business environment.


Trainer: Paris Cleanthous ( Read Full Bio )

Trainer Bio

Paris Cleanthous is an Associate Professor of Marketing and Strategy at the Cyprus International Institute of Management (CIIM). Paris is the director of the MBA and MPSM programmes at CIIM.

Prior to his appointment at CIIM, he was an Assistant Professor of Marketing at New York University’s Stern School of Business and a Lecturer at the University of Cyprus. He has also held positions at the International Monetary Fund, KPMG and Korea University.

Paris received his Bachelor of Science in Economics and Mathematics from the University of Michigan, Ann Arbor. He then continued his studies at Yale University where he received his Master of Arts, Master of Philosophy and Doctor of Philosophy in Economics. His fields of teaching and research are strategic innovation, marketing strategy, competitive advertising and market research.

Paris has consultancy experience in start-up business namely in market research, product innovation, new product targeting, positioning and promotion. He also has consultancy experience in governmental and academic forums.

Expertise: International Business Development, Strategic Planning and Competitiveness, Economics, Strategic Innovation and Marketing

Training Experience: Over 10 years of local and international experience in business training. In Cyprus, he has recently trained professionals from organisations including CING, Bioland Energy, Meridian Trust Corporate Fiduciary Services Ltd, Shamrock Shipping & Trading, Logicom Solutions Ltd, AA Zittis Accounting & Auditing Ltd and Feldmans Management (Overseas) Ltd.


Programme Fee: €1,530

HRDA Subsidy: €1,530*

Programme Fee after HRDA subsidy: €0*

*This programme has been approved by the HRDA. Organisations participating with their employees, who satisfy the HRDA's criteria, are entitled to the subsidy.

Due to CIIM's non-profit status, no VAT is charged. The programme includes educational material, coffee breaks, refreshments and lunch.

To proceed with your registration, please click the button below to apply online. Reservation of seat is subject to availability.

Apply here

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