COM3705 Portfolio Semester 1 2026 – Due 2 June 2026

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COM3705 Portfolio Semester 1 2026 – Due 2 June 2026

Question 1 — Introduction (2.5 marks)
Write a well-structured academic introduction that: . contextualises Rwanda’s situation
within international communication scholarship; . identifies the two or three key
theoretical themes your examination answers will address across the paper; and . provides
a clear roadmap of the analytical argument that follows. Your introduction should
demonstrate that you understand Rwanda as a communication case — not merely a
political or tourism case. A strong introduction will signal engagement with at least one
prescribed reading and at least one concept from Learning Unit 5 or Learning Unit 7.
Question 2 — International Marketing Analysis (20 marks)
Drawing on Learning Unit 5 and Foroudi et al. (2016), analyse how Rwanda applies
international marketing principles in its global strategy. Your answer must address each of
the following: 8 Identify and explain at least THREE of the six environmental (uncontrollable)
factors discussed in Learning Unit 5 that specifically shape how Rwanda markets itself
internationally. Do not list definitions — apply each factor to the Rwanda scenario with
concrete evidence from the scenario text. . Using Foroudi et al. (2016), distinguish clearly
between place branding, place image, and place reputation as they are visible in Rwanda’s
case. Provide a specific example from the scenario for each concept. . Identify ONE element
of the marketing mix (the four Ps) that you believe is most central to Rwanda’s
international marketing strategy and justify your selection with reference to both Learning
Unit 5 and the scenario.

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COM3705 Portfolio Semester 1 2026 – Due 2 June 2026

SCENARIO
Read the following scenario carefully before answering the questions.
 You must reference specific details from the scenario throughout your examination
answers.
 Do not treat the scenario as mere context — your answers must engage with it
analytically.
Few countries have engineered a more deliberate and comprehensive international image
transformation in recent memory than Rwanda. Once defined almost exclusively in the
global imagination by the 1994 genocide — an event that killed an estimated 800,000
people in 100 days — Rwanda has spent three decades methodically constructing a new
international identity: that of Africa’s most efficient, forward-looking, and business-friendly
state. At the heart of this transformation is a government-driven strategy that integrates
international marketing, public diplomacy, tourism promotion, and digital communication
into a unified national brand. Under President Paul Kagame, Rwanda has invested heavily in
flagship projects Powered by CamScanner designed to attract international attention and
investment. The capital, Kigali, has been repeatedly ranked among the cleanest and most
orderly cities in Africa. In 2018, Rwanda became the first African country to host a World
Economic Forum on Africa summit. In 2022, Kigali hosted the Commonwealth Heads of
Government Meeting (CHOGM), a gathering of 56 nations. The country has secured a
partnership with Arsenal Football Club under a “Visit Rwanda” tourism campaign that is
estimated to cost USD 30 million annually and has generated millions of impressions across
global media. Rwanda’s marketing approach is consciously built around multiple