Leading Marketing Strategy




Effective Marketing Strategies enable companies to gain competitive advantage through delivering superior value and developing meaningful relationships with customers. While globalization and emergence of new digital technologies having greatly reshaped marketing theory and practice in the last decade, business leaders need to ensure that their strategies are efficient, cutting-edge, and business results-driven. Covering a wide range of topics including product or service positioning, customer decision processes, analysis of competitive strategies, branding, and pricing architectures, this course will give business leaders with the tools to achieve marketing-driven business results by creating, delivering, communicating, and capturing customer value in today’s digital age.


As a participant in this program, you will acquire the tools to:

  • Craft a new strategic framework to address change and disruption
  • Create value by analyzing the customer decision process
  • Communicate value by choosing the best channels
  • Capture value by leveraging pricing architectures

Prof. Willem Smit is an Assistant Professor of Marketing at the Asia School of Business and an International Faculty Fellow at MIT Sloan. His main expertise lies in strategy making and managerial cognition, particularly in the areas of digital marketing, global branding and new venture marketing. Prof. Smit earned his doctorate in Marketing from the Erasmus University in Rotterdam, the Netherlands. Prior to joining ASB, he was at IMD in Lausanne, SMU and NUS in Singapore, where he designed and delivered MBA and executive development programs for multinational companies in the telecom, pharmaceutical and consumer-packaged goods industries.

Leading Marketing Strategy


Assistant Professor of Marketing
International Faculty Fellow at MIT

Area of Expertise
Digital Marketing, Marketing Strategy, Branding


Upper-Senior level business executives (C-suite, until C-suite minus 2) who lead directly or indirectly a Marketing team. They aim to align their marketing department with their strategy to get Business-driven Results, and increase Marketing Efficiency.


“Prof. Smit has demonstrated his thoughtfulness and understanding of the needs of senior-level business executives like us –he is an expert in his field and teaches with a great deal of passion and energy.”


2 content days

(4 online delivery days of 3 hours per day)

Nov 17, 19, 24, 26 (PM2)

This course will be offered digitally during 2020, with an option for in-classroom sessions if and when allowed.

Program Fee

RM 3,200

For more information, contact us at exec@asb.edu.my