Overseas Project Experience – Digital Business Transformation Across Asia Practicum

A recent HBR report revealed a daunting 87.5% average digital transformation failure rate. This high failure rate could have been attributed to factors like inability to navigate the digital transformation initiatives through uncertainties and continuously reinvent themselves. Consequently, business leaders are fervently seeking new avenues for growth, be it through market expansion or a profound recalibration of their digital business strategies.

This course will allow students to focus on the role of digital marketing, combined with other digital tools to help Southeast Asia businesses to transform their marketing & business strategies and design & test digital business strategies to improve their competitiveness and business performances in the digital age. It hones students’ problem-solving skills and prepares them for the complex regional business environment today.

Let’s set our sights on Malaysia, a key economic contributor to the ASEAN region. While Malaysia's 2024 GDP per capita (purchasing power parity) of US$34,072 places it as the third richest country in Southeast Asia, its digital economy is its most dynamic growth engine. The country's prime industries include manufacturing, oil and gas, and services, but it is the rapid expansion of the digital sector that presents significant opportunities. These growth opportunities align perfectly with a focus on online retail:
• Explosive growth in e-commerce: Malaysia's e-commerce market is projected to reach US$8.79 billion in 2025, driven by a growing preference for online shopping and an increase in smartphone and internet penetration. Revenue is expected to show an annual growth rate (CAGR 2025-2030) of 7.54%, resulting in a projected market volume of US$12.64bn by 2030.
• Expansion of online retail beyond the Klang Valley: There is a major opportunity to increase regional market penetration and brand visibility by expanding online order fulfillment across West Malaysia to cities like Ipoh, Penang, and Johor.
• Development of digital and social commerce: The rise of live-stream selling platforms like TikTok Shop, Shopee Live, and Lazada Live offers a direct channel to reach a wider, younger, and more digitally engaged audience, driving immediate conversions and building customer relationships.

Malaysia is well-positioned to take advantage of these growth opportunities and become a leader in the ASEAN digital economy. In addition to the traditional industries, Malaysia has a flourishing digital economy. The country is home to a number of start-ups and tech companies and is attracting significant foreign investment, particularly in the ecommerce and fintech sectors. This vibrant ecosystem provides a strong foundation for online businesses. The government's focus, through initiatives like the Malaysia Digital Economy Corporation (MDEC), is to boost digital transformation, empowering businesses to leverage technology. This environment is highly favorable for live-stream selling, as it supports the adoption of new platforms and technologies that enable direct engagement with consumers.

Overall, Malaysia is a dynamic and growing economy with a bright future. The country has a young and digitally savvy population, a favorable business environment, and a rapidly expanding e-commerce landscape. This makes Malaysia an ideal market for an online retail business focused on digital sales channels and regional fulfillment. By capitalizing on live-stream selling and expanding delivery networks, the business is well-positioned to become a major player in the Malaysian online retail space