Business Series

How to Market in Southeast Asia

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Course Overview

This course highlights how to market your business in Southeast Asia (SEA). It not only covers marketing trends in SEA but also some basic concepts of marketing. 


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What Is This About?

  • Videos: 22 short videos
  • Course Materials: PDF Slides
  • Case Studies: Five Case Studies
According to the Asian Development Bank data, Southeast Asia grew at a robust 4.8% in 2019 and has been touted as one of the fastest developing regions globally, attracting companies with its increasingly educated and affluent workforce. However, to tap into this vast market with increasing disposable income, companies need to be careful with their marketing strategies and consider various factors, cultural nuances, taboos, values, marketing cost, marketing message, and delivery method.

Marketing is an essential aspect of a company's market entry strategy as it serves as the first point of contact with its potential customers. By presenting themselves who care about the country's unique culture, consumers would be more receptive to their offerings. Doing so also increases the chances of having a solid foothold in the foreign market.

Another aspect of marketing is how branding uses cultural stereotypes to promote products or places. Again, businesses need to consider its effects on national and cultural identity and explore how some products are becoming decoupled from their culture of origin whilst others are localised.

Course Overview

Uncover what to consider when Marketing in Southeast Asia

This course offers you the opportunity to explore the marketing tactics companies exploit to expand internationally and discover the most effective strategies for your targeted market.

Understand Cultural Differences and the Importance of Respecting them

Each country has a different culture and social norm. That is what makes each country in Southeast Asia unique and different. Therefore, before deciding on your marketing strategy for the region, business owners must make an effort to learn of the different customs and traditions each country has. This will win them the trust of locals.

Understand how to Implement an Effective Marketing Strategy

An effective strategy can be the difference between success and failure in your marketing efforts. You'll explore and apply real-life examples of local marketing channels in marketing, helping you reflect on how to leverage the popularity of social media channels in their respective countries. 

Learning Outcomes

  • Learn the cultural and business norms to be aware of when marketing in SEA
  • Craft the optimal Marketing Strategy tailored to SEA for your business
  • Explore and apply real-life examples of good and bad practice using culture in global marketing

Who Should Attend?

  • All business owners or entrepreneurs currently in or intending to branch into Southeast Asia
  • Marketing executives intending to upgrade their skills in marketing
  • Aspiring entrepreneurs or startup founders doing market research for entry into Southeast Asia

Course Outline

Meet the Instructor

Shelby Tee

Shelby Tee is the Managing Partner of BlackStorm Consulting. Shelby is always keen on exploring, learning new things, and nothing excites her more than a new challenge. Her expertise lies in corporate and product marketing, project management, business operations and crisis management.
Being in the cut-throat world of retail marketing and project management for nine years has allowed Shelby to quickly identify clients' needs and deliver the best for them. In addition, her experience in a wide variety of industries has led her to adapt to any situation and environment.

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