According to data from the Asian Development Bank, 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 important 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 being able to have a strong foothold in the foreign market.
Another aspect of marketing is the ways branding makes use of cultural stereotypes to promote products or places. Again, businesses need to consider the effects of this on national and cultural identity and explore how some products are becoming decoupled from their culture of origin whilst others are localised.
In this course,
01. 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.
02. 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.
03. Understand how to Implement an Effective Marketing Strategy
Having 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 on the popularity of social media channels in their respective countries.
What is going to be covered
· Identify the 3 elements of Marketing
· Differentiate between B2B and B2C Marketing
· Learn how SEA demographics should impact your Marketing Strategy
· Understand what it means to be Culturally Sensitive
· Identify the various types of Marketing Channels in SEA
· Learn to apply the social media kit
· Craft the optimal Marketing Strategy for SEA
· (Slide) Courseware — How to Market in Southeast Asia
· 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
By the end of the course, you’ll be able to:
· 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.
Managing Partner of BlackStorm Consulting
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.
There is a total of 22 videos divided into four sections in this course:
· Lecture 1: Introduction of Marketing
· Lecture 2: What is Marketing
· Lecture 3: Factors to consider for Marketing Content
· Lecture 4: First Factor – Demographics & Connectivity
· Lecture 5: Second Factor - Culture
· Lecture 6: Third Factor - Language
· Lecture 7: Fourth Factor – Social Issues
· Lecture 8: Marketing Channels
You will be able to access the following materials in this course:
· Course Slide Deck (PDF)
Understand the fundamental elements of marketing.
Understand the differences between B2B and B2C marketing.
Overview of the 4 key factors when crafting marketing content.
Understand how demographics and connectivity can affect marketing.
Understand how age composition & city demographic affect marketing.
Understand how people’s connectivity to technology and social media affect marketing.
Understand how knowing the demographic and connectivity metrics can affect effectiveness of campaigns, marketing channels and targeted marketing.
Learn from a case study how this advertisement used the aspect of demographics to reach its audience.
Learn from a case study how this campaign used connectivity and demographics to reach its audience.
Understand how culture can affect marketing.
Learn from a case study how this brand failed to factor in culture when executing a campaign.
Learn from a case study how this brand factored in culture when executing a campaign.
Understand how language can affect marketing.
Learn from a case study how this brand factored in language when executing a campaign.
Understand how social issues can affect marketing.
Understand the different types of marketing channels: traditional, online and offline.
Understand who are the main media players in Singapore.
Overview of social media trends in Southeast Asia
Understand how knowing the social media and consumers’ online activities help in marketing.
Understand the metrics of the various social media platforms and how they can affect marketing.
Understand how consumers source for a new brand based on their location in Southeast Asia.