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Press Release: The first Southeast Asia Sales Competition a success!












The first South-East Asian Sales Competition (SEASAC) held at the end of February 2020 in Maha Sarakham Thailand was a great success; fortunately taking place prior to the expansion of Covid-19 expansion and most of the subsequent restrictions. 

This event brought together university students studying sales from across Southeast Asia for an amazing competition hosted by Mahasarakham University. Event was organised by the South-East Asian Sales Competition (SEASAC), which is a European Union Erasmus+ programme funded project created to support the professionalisation of business-to-business (B2B) sales forces throughout the Southeast Asia region. Four European universities joined with seven universities from Indonesia and Thailand in an initiative that is expected to expand across Southeast Asia and introduce new methods of sales education to university students across the region. 


In the thoroughly prepared role plays, students had to make live-interactive presentations in front of buyers. This demanded knowledge of the sales processes, superb listening skills and a genuine understanding of matching products to customer needs, as well as being able to demonstrate win-win negotiating techniques. 


The competition winners were: 

1st winner: Yuniarti, State Polytechnic of Batam, Indonesia 

2nd winner: Kaknika Oeun, Mahasarakham University, Thailand

3rd winner: Lisa Russell, Rangsit University, Thailand

4th winner: Kanika Chhay, Mahasarakham University, Thailand 


Keynote speaker, Prof. Dr Chira Homgladarom, Secretary-General for the Foundation of International Human Resource Development, gave an informative speech that revolved around the importance of networking and effective collaboration and thanked the participating universities from Southeast Asia and the European Union for this exciting project. 


Assistant Professor Dr. Pornlapas (Paul) Suwannarat, Lecturer in International Business, Mahasarakhsm Business School, Mahasarakham University and the competition director said “Mahasarakham University was very pleased and honored to host this event. We are confident that this platform will be an opportunity to present talented people to the business community for many years to come”.


Head of the SEASAC project, Mr. Harri Lappalainen from Turku University of Applied Sciences (Finland), says “Despite the present focus on ‘social-distancing’ the methods taught in the sales courses for the competition present fundamental learning opportunities for all students on the principles of effective communication and negotiation, whether it be face-to-face, videoconferencing or in designing sales literature. It’s a fantastic opportunity for students, universities and companies and we look forward to seeing it grow in the coming years”.  SEASAC 2021 edition will be hosted by the Parahyangan Catholic University in Bandung, Indonesia and it welcomes universities from all over Southeast Asia to participate.

Further details on the South-East Asian Sales Competition and how to be involved can be found at


Mentoring Workshop for Indonesian Partners

at Binus University

On August 27, 2019 all Indonesian partners were gathered in a Mentoring Meeting at Binus University with Harri Lappalainen and Timo Holopainen from Turku University of Applied Sciences as mentors.

Participants from 6 Indonesian partners were actively involved in the discussions. All sessions went wonderfully where all partners had a chance to present about their progress of the project and gave suggestions and inputs to each other. Some agreements were mare regarding various aspects of the project.


The event was closed with a nice dinner atl ocal Indonesian restaurant. See you in another events!!



The partners involved in this consortium are; (1) Turku University of Applied Sciences, Finland, (2) University of Applied Sciences Wiener Neustadt, Austria, (3) Edinburh Napier University, Scotland, (4) Haaga Helia University of Applied Sciences, Finland, (5) Mahasarakham University, Thailand, (6) Rangsit University, Thailand, (7) Binus University, Indonesia, (8) Universitas Putra Indonesia “YPTK” Padang, Indonesia, (9) Sebelas Maret University, Indonesia, (10) Parhayangan Catholic University, Indonesia, (11) State Polytechnic Batam, and (12) SEAMOLEC. main objective of the project is to strengthen South-East Asian Universities’ capacity to provide highly skilled Business to Business (B2B) Sales professionals to the emerging international markets. Existing knowledge and best practices from Europe will be matched with Asian sales cultures leading to a South-East Asian concept where companies actively contribute to the university level sales education in its all phases: planning, implementation and assessment of students’ performance.


On Thursday, 21 March 2019 SEASAC Project was officially launched at the conference room of Ministry of Research Technology and Higher Education (MoRTHE) Office Building D, 3rd Floor. Invited audience included Rectors of Universities and Directors of several companies. Additionally, HE Mr Jari Sinkari, Ambassador of Finland also attended the event.

The event started with opening remarks from both SEAMOLEC Director Ph.D. Alpha Amirrachman and BINUS Global Director Ph.D Diah Wihardini. Opening words were followed by keynote speakers, Assistant Prof. Dr Kittiphong Praphan from Mahasarakham University of Thailand; Mr. Radju Munusamy, the Chairman of Jebsen&Jessen Indonesia group, representing the industry; Rector and President of the Turku University of Applied Sciences Dr. Vesa Taatila; the Head of the SEASAC project, Mr. Harri Lappalainen from the Turku University of Applied Sciences. The project was officially launched by Prof. Ismunandar, the Director General of Learning and Students Affairs of MoRTHE, who really welcome the project collaboration and wish it to result in significant impacts to the quality of higher education institutions. The event was closed by a press conference session.


SEAMEO Regional Open Learning Centre (SEAMOLEC) is currently involved in a joint programme entitled South-East Asian Sales Competition (SEASAC). It is a 3-year project funded by European Union (EU) under the Erasmus+ Capacity Building in the Field of Higher Education programme. Together with universities from Indonesia, Thailand, and European countries, SEAMOLEC will be actively involved in this programme consortium, as one of the partners in this project is trusted to handle the dissemination of the project and its results. With the experience and strong partnership with European and Southeast Asian colleagues, SEAMOLEC is honored and happy for the recognition of the Centre for this significant role in this project.



Media coverage:



UNPAR Prepares B2B Sales in International Markets

UNS Successfully Conducted SEASAC Short Course 

Universitas Sebelas Maret (UNS) as one of consortium partners of the Southeast Asian Sales Competition (SEASAC), conducted a sales competition among students of different faculties. The main objective of this project is to strengthen the ability of the graduates in Southeast Asia region to provide skilled B2B (Business to Business) Professionals for the international market.

The project coordinator, Khresna Bayu Sangka, SE, MM, Ph.D., explained that the screening activity began last August with an open recruitment and motivational interview for students. From 100 registrants, 60 students were screened. The interesting part of this program is that it directly involves companies within the University-level training system in all phases: planning, implementation, and assessment of student performance.

A short course was then held on November 2 - 3, 2019, involving 20 selected participants. English is used as the language of instruction in all activities carried out. The winner of this competition will be promoted to a greater competition at Southeast Asia level which will be held in Thailand in 2020 and attend the International Sales Competition in Europe in 2021.

In his remarks, Vice Rector for Academic Affairs, Prof Dr Ir Ahmad Yunus, MS, conveyed the importance of the readiness of university graduates, not only in the academic field, but also in non-academic fields, such as communication and sales skills to compete in the global era. The knowledge gained during education at UNS, will be more useful if students are able to sell their works, ideas, services or products to other parties on a larger scale. In addition, this program can also be used to reconstruct learning materials about Marketing and Sales, in a broader situation it will increase the ability and competence of students in entrepreneurship material as the main content at UNS.

The concept of training and sales education conducted by all consortium partners is expected to produce concepts that can be further developed by other Southeast Asian Universities.

A new focus on Sales for Southeast Asia – exciting opportunities for companies available now 

The need and demand for experts capable to sell products and services between companies is emerging globally. Traditionally, companies have taken major role in training their own business-to-business (B2B) sales force. Now, finally, universities are prepared to educate new B2B sales talents thus gain direct monetary added value for businesses.

An exciting new sales competition for university students will be held on 27th & 28th February this year in Maha Sarakham Thailand and is looking for business interest. Event will be organized by the Southeast Sales Competition (SEASAC) which is a European Union funded project created to support the professionalisation of B2B sales force throughout the Southeast Asia region. Four European universities have joined with seven universities from Indonesia and Thailand in an initiative that is expected to expand across Southeast Asia and introduce new methods of sales education to university students across the region. 

Students have been exposed to interactive international business-to-business (B2B) sales teaching methods as taught in Europe but with the addition of a regional cultural focus. Head of the SEASAC Erasmus+ project, Mr. Harri Lappalainen from Turku University of Applied Sciences (Finland), says “Interactive sales education with a competition at the end of the course is a solution to putting sales education into practice.  Students gain employment opportunities and increased personal development while at the same time provide a valuable tool for employers looking for high quality graduate sales professionals.” The ‘sales competition’ concept has been developed and tested in a number of European universities with the winners being offered to compete in the annual European Sales Competition. With positive results and feedback from businesses, the SEASAC project brings this concept to the Southeast Asia region for the first time. Competitors do sales presentations in front of a panel of judges, with the finalists trying to make a sale in front of a live audience, often with a real buyer acting as themselves. Many students end up being offered highly paid jobs in B2B sales. 

The first Southeast Asia Sales Competition (SEASAC) is being held in Mahasarakham, Thailand in the end of February 2020 and is expected to rotate annually to other universities throughout the Southeast Asia region. SEASAC Competition Director 2020 from the Mahasarakham University (Thailand), Dr. Pornlapas (Paul) Suwannarat says, “We are delighted and honoured to hold the first SEASAC competition. We are very keen to hear from businesses whether they are interested in seeing what is new and exciting in B2B sales education. I’m sure we can serve them in finding new talents for their B2B sales and hopefully they will start cooperation with us. Please do get in touch.”

Details of the location, time and how to contact the Southeast Asia Sales Competition core persons can be found at



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