COM3705
Assingment 3 Portfolio Semester 1 2026
Unique number:
Due date: 2 June 2026
Rwanda’s International Reputation: An Analysis of International Marketing, Public
Diplomacy and Country Reputation Management
TABLE OF CONTENTS
1. INTRODUCTION.................................................................................................... 3
2. INTERNATIONAL MARKETING ANALYSIS .......................................................... 3
2.1 Environmental Factors Shaping Rwanda’s International Marketing Strategy ... 3
2.2 Place Branding, Place Image and Place Reputation in Rwanda’s Case .......... 4
2.3 Most Central Marketing Mix Element: Promotion.............................................. 5
3: COUNTRY REPUTATION ..................................................................................... 6
3.1 Meaning and Dimensions of Country Reputation ............................................. 6
3.2 Rwanda’s Reputation as Constructed and Contested ...................................... 7
3.3 Nation Branding and Country Reputation ......................................................... 8
4. PUBLIC DIPLOMACY, NATION BRANDING AND MEDIA ................................... 8
, Rwanda’s International Reputation: An Analysis of International Marketing,
Public Diplomacy and Country Reputation Management
TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................... 3
2. INTERNATIONAL MARKETING ANALYSIS .......................................................... 3
2.1 Environmental Factors Shaping Rwanda’s International Marketing Strategy ... 3
2.2 Place Branding, Place Image and Place Reputation in Rwanda’s Case ........... 4
2.3 Most Central Marketing Mix Element: Promotion .............................................. 5
3: COUNTRY REPUTATION ..................................................................................... 6
3.1 Meaning and Dimensions of Country Reputation.............................................. 6
3.2 Rwanda’s Reputation as Constructed and Contested ...................................... 7
3.3 Nation Branding and Country Reputation ......................................................... 8
4. PUBLIC DIPLOMACY, NATION BRANDING AND MEDIA ................................... 8
4.1 Public Diplomacy as International Communication ........................................... 8
4.2 Nation Branding as the New Public Relations of States ................................... 9
4.3 News Media and Rwanda’s Reputation .......................................................... 10
5. DIGITAL COMMUNICATION AND ONLINE REPUTATION ................................ 11
5.1 Rwanda’s Use of Digital Platforms for Public Diplomacy and International
Marketing .............................................................................................................. 11
5.2 Critical Digital Content and the Challenge of Reputation Management .......... 11
5.3 Digital Public Diplomacy Compared to Traditional Public Diplomacy.............. 12
6. INTERNATIONAL FLOW OF PEOPLE ................................................................ 13
6.1 International Tourism as a Reputational and Economic Strategy ................... 13
6.2 Conference and Event Tourism as Diplomatic Communication ...................... 14
7. CRITICAL REFLECTION ..................................................................................... 15
8. CONCLUSION ..................................................................................................... 16
REFERENCE ........................................................................................................... 16
Assingment 3 Portfolio Semester 1 2026
Unique number:
Due date: 2 June 2026
Rwanda’s International Reputation: An Analysis of International Marketing, Public
Diplomacy and Country Reputation Management
TABLE OF CONTENTS
1. INTRODUCTION.................................................................................................... 3
2. INTERNATIONAL MARKETING ANALYSIS .......................................................... 3
2.1 Environmental Factors Shaping Rwanda’s International Marketing Strategy ... 3
2.2 Place Branding, Place Image and Place Reputation in Rwanda’s Case .......... 4
2.3 Most Central Marketing Mix Element: Promotion.............................................. 5
3: COUNTRY REPUTATION ..................................................................................... 6
3.1 Meaning and Dimensions of Country Reputation ............................................. 6
3.2 Rwanda’s Reputation as Constructed and Contested ...................................... 7
3.3 Nation Branding and Country Reputation ......................................................... 8
4. PUBLIC DIPLOMACY, NATION BRANDING AND MEDIA ................................... 8
, Rwanda’s International Reputation: An Analysis of International Marketing,
Public Diplomacy and Country Reputation Management
TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................... 3
2. INTERNATIONAL MARKETING ANALYSIS .......................................................... 3
2.1 Environmental Factors Shaping Rwanda’s International Marketing Strategy ... 3
2.2 Place Branding, Place Image and Place Reputation in Rwanda’s Case ........... 4
2.3 Most Central Marketing Mix Element: Promotion .............................................. 5
3: COUNTRY REPUTATION ..................................................................................... 6
3.1 Meaning and Dimensions of Country Reputation.............................................. 6
3.2 Rwanda’s Reputation as Constructed and Contested ...................................... 7
3.3 Nation Branding and Country Reputation ......................................................... 8
4. PUBLIC DIPLOMACY, NATION BRANDING AND MEDIA ................................... 8
4.1 Public Diplomacy as International Communication ........................................... 8
4.2 Nation Branding as the New Public Relations of States ................................... 9
4.3 News Media and Rwanda’s Reputation .......................................................... 10
5. DIGITAL COMMUNICATION AND ONLINE REPUTATION ................................ 11
5.1 Rwanda’s Use of Digital Platforms for Public Diplomacy and International
Marketing .............................................................................................................. 11
5.2 Critical Digital Content and the Challenge of Reputation Management .......... 11
5.3 Digital Public Diplomacy Compared to Traditional Public Diplomacy.............. 12
6. INTERNATIONAL FLOW OF PEOPLE ................................................................ 13
6.1 International Tourism as a Reputational and Economic Strategy ................... 13
6.2 Conference and Event Tourism as Diplomatic Communication ...................... 14
7. CRITICAL REFLECTION ..................................................................................... 15
8. CONCLUSION ..................................................................................................... 16
REFERENCE ........................................................................................................... 16
