Visit of the Course “Marketing and Sales in Asia” A group of students from the University of St.Gallen set out for Singapore to explore what business in Asia means and which unique opportunities and challenges it entails. In April 2016, nineteen Master students from the University of St.Gallen spent one week in Singapore to discover what Marketing and Sales in Asia implies. The Asia Compact Course “Marketing and Sales in Asia”, which is taught by Prof. Dr. Marcus Schögel, aims to provide the students with an understanding of the challenges in the Asian market, local differences among consumers, and strategies that local and international companies apply to cater to the unique needs of those customers. In a combination of lectures, company visits, workshops, and a group project, the students had the opportunity to experience business in Singapore first-hand and discover the implications for marketers in this region. Right in the beginning, a guest speaker from the Institute of Service Excellence as well as a visit to the Singapore City Gallery gave students a feeling of the astonishing and ambitious growth of Singapore not only as a country but also in all their business activities. Later during the week, the students got detailed insights into several approaches to do marketing in this specific environment. They learned about B/S/H’s strategy to strengthen its market position in the different Asian regions, Singapore Airline’s approach toward superior service, as well as The Economist’s take on future developments among Asian customers. During their stay, the students prepared videos in teams that explore current questions marketers face in Asia: How do luxury companies set themselves apart in Asia? How is retail dealing with innovations in Singapore? What are means to enhance shoppers convenience and experiences? What are successful concepts of integrating on- and offline media that have been implemented in Singapore?