In a break-through partnership, Asia School of Business joined forces with Dentsu Aegis Network Malaysia’s digital marketing arm Consider
iProspect and government agency InvestKL recently to offer the “Digital in Action” programme which saw MBA students, KL-based companies and digital marketing experts coming together on 7th – 8th November.
The new course received a warm welcome from KL’s business and government community and was quickly over-subscribed. Among the 14 companies and organisations that managed to secure a seat in this November classroom were MDEC, supermarket chain Jaya Grocer, Malaysia Healthcare Travel Council (MHTC), kitchen appliance brand Kuvings,
and health food restaurant chain La Juiceria Group of Companies.
Willem Smit, Assistant Professor of Marketing at the Asia School of Business and International Faculty Fellow at MIT designed the digital marketing programme with a clear vision to bring the industrial partnership to the classroom.
In his view, uniting academia, business and industry experts to experiment with cutting-edge digital tools and frameworks that push the boundaries of digital marketing strategy, thinking and innovation, is the way forward.
“The Asia School of Business is a game-changer in business education and always looks to stay ahead. We want to ensure that our talented students are exposed to the very best and most relevant minds in every field, in this case digital marketing.
“By bringing together students, businesses and industry players, we are ensuring that even though digital marketing is moving at an incredible speed, everyone can share the space at the forefront,” he said.
The two-day programme covered six key areas of digital marketing including User Interface (UI) and Experience (UX), Organic and Paid Search, Social Strategy, Campaign Planning and Customer Relationship Management (CRM) with each session delivered by experts from Consider iProspect and Google.
The MBA students together with the participating companies were tasked with deploying key takeaways from each area into their own digital environments with the focused objective of achieving improved return on investment through their digital channels, which will be actively measured and evaluated after one month of implementation.
Kasper Wandi, CEO Consider iProspect adds, “At Consider iProspect we believe that working collaboratively to push the boundaries of digital marketing is in everyone’s interest.Collaborating with students and business entities in sessions such as Digital In Action is vital for all parties to gain a holistic view of the advances in the industry.”
Digital in Action will be offering another course in March 2020. Interested companies are welcome to apply at https://asb.edu.my/digital-in-action.