8:30 Session 1: The export opportunity [P Sayeg]

• Why export services?
• Overview of global trends in urban consulting markets
• Asian regional problems, issues and policies
• Asia – many markets
• Perception of accessibility of Asia-Pacific markets
• Key international currents [G Upton]

9:30 Session 2: Asia–Pacific Marketing [P Sayeg]

• Overview of consulting markets – size, stage of development, indigenous capability, funding, client types, role of international institutions
• Nature of marketing – importance of relationships
• Market entry strategies and attributes
• Marketing directly to International agencies
• Case studies for technical consulting

10:15 break

10:45 Session 3: Planning for the market [P Charles]

• Developing a marketing plan – business strategy, market research, identifying opportunities, reliability of information
• Marketing strategies
• Business development process
• Case study

11:30 Session 4: Challenges of doing business in Asia–Pacific [G Upton]

• Nature of country risk
• Absence of familiar legal and other frameworks
• Lack of international thinking
• Lack of commitment, lack of proper products
• Importance of relationships, cultural aspects
• Deciding whether you are ready for the challenge
• Key success factors
• Assessment of your readiness to export
• Case studies

12:30 lunch

1:30 Session 5: Commercial Issues [G Upton]

• Contract expectations – eg incomplete contracts
• Payment: letters of credit, insurance, sources of insurance, foreign exchange risk, delays
• Hidden costs: import duties (and other official and unofficial charges)
• Bonds/ bank guarantees
• Product standards, quality systems (Case study)
• Non transparency
• Identifying funding sources for marketing efforts, export assistance
• Taxation and accounting, double taxation treaties
• Writing commercial contracts
• Where to get more information

3:00 break

3:30 Session 6: Dealing with International Institutions [P Sayeg]

• Focus on World Bank, AusAid, and Asian Development Bank
• How they operate
• Sources of information on projects
• Recognise the link to funding source
• When is local market liaison appropriate
• Gaining a foothold

4:00 Session 7: Selected Market Overviews [P Sayeg]

• China
• Hong Kong
• Thailand
• Singapore

4:45 Wrap Up – discussion and evaluation of course

5:00 close

Venue

The heritage listed Customs House is located on the river in Brisbane's
CBD.

Customs House
399 Queen Street
Brisbane Queensland
http://www.customshouse.com.au

Course leader

Philip Sayeg, Director, Transport Roundtable Australasia, Brisbane - has specialised in the marketing of international consulting services for 21 years of his 28 year career.

Presenters

Geoff Upton, Managing Director, TradeFocusInternational, Adelaide formerly with AusTrade— has extensive private and public sector marketing experience in several Asian countries

Professor Phil Charles, University of Queensland and Transport Roundtable Australasia, Brisbane