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 b

• 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

• Videos: 22 Short Videos
• Course Materials: PDF Slides
• Case Studies: Five Case Studies