This graduate thesis explores the localization of promotional activities in international marketing. The initial section of the thesis defines key concepts of international marketing, as well as planning and research that is necessary before entering an international market. Environments of international marketing are described, along with how they impact the international market and business operations within it. The thesis also explains the most common market entry strategies with examples and discusses the elements of the international marketing mix. It clarifies the concepts of localization and standardization and their differences. Additionally, promotional activities in international marketing are explained with real-life examples related to localization. The final part of this thesis is research about consumer awareness of the localization of promotional activities in international marketing and explains the research findings. This thesis contributes to a deeper understanding of localization in international marketing, highlighting the importance of localization for the future development of international business.