Essential Skills for Market Leadership in Digital ASEAN


Most marketers intuitively understand that putting customers first makes good business sense. But truly understanding the customer and representing the customer voice in the boardroom requires a toolkit of smart and sharp skills – which the Leading Marketing Strategy course is designed to equip you with. This includes market research and customer intelligence skills, coupled with the ability to advocate for customer-focused decision-making and investments into market.

In a world of increased digitalization and rapidly-evolving customer behaviors, one of the business functions that has profoundly transformed is marketing. In ASEAN, the majority of customers are radically moving their search and purchasing behaviors online.

Organizations that are not able to keep up with these shifts in customer behaviors will find themselves lagging behind the competition, and struggle to adapt to today’s digital-first world. On the flip side, companies that lead the way in digitally transforming their marketing function stand to benefit and gain a strong advantage. By mining digital customer interactions, they can uncover emerging customer needs and preferences, and leverage these data-driven insights to spot opportunities and act on them, faster.

In Leading Marketing Strategy, you will learn how to build and maintain a customer-centric organization, focusing on two primary processes: (1) Understanding customers, and (2) Representing their voice in the boardroom. Taught by seasoned marketing practitioner, Prof Willem Smit, who brings with him a wealth of experience in global multidisciplinary marketing, this course will provide a strategic and organizational view on how to rethink and reintegrate marketing and value creation through the lens of the customer.

We will explore several pathways to redefine customer value and how to transform products, markets, and the customer experience. We’ll expand our views on how to gain customer insights, educate and engage target audiences, but also how to engender senior management buy in for strategic marketing decisions.

Core topics
  • Calculating TAM (Total Addressable Market) and CLTV (Customer Lifetime Value)
  • Buying Path Analysis
  • Economic Value to the Customer
  • Customer Segmentation and Creating Personas
  • Measuring Customer Preferences
  • Conjoint Analysis
Case-based learning
  • Aqualisa Quartz
  • HubSpot: Inbound Marketing and Web 2.0
  • Samsung Electronics Company: Global Marketing Operations
Learning requirements:

In order to earn a Certificate of Completion, participants must attend the required sessions and complete any assignments by the given deadlines.


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.


Assistant Professor of Marketing.
International Faculty Fellow at MIT

Mid- to Senior career professionals

For professionals working in marketing and related functions or in leadership roles, gain the confidence and knowledge to lead marketing strategy and representing the voice of the customer to senior management.

Business Owners

Understand how to develop marketing strategy, understand your customers better, and reach your them more effectively.


This course is also part of our Executive Certificate track for ‘General Management’, designed for professionals who wish to gain an in-depth, comprehensive certification of their mastery and understanding of established managerial tools and frameworks for strong process and people management skills.

World-class teaching meets innovation and emerging world expertise

The ASB Iclif Executive Education Center’s open-enrollment courses are designed for busy professionals to upskill themselves with short, accelerated courses. Each course in our open enrollment program is self-contained and crafted to provide you with the essential knowledge, skills & tools to navigate in today’s complex world. Our course content is developed by drawing on the rigor of our founding parents – Bank Negara Malaysia and MIT Sloan – and combining it with fresh, innovative cases and approaches developed out of emerging trends in Asia and the developing world.

Complete the Form Below to Download the Course Guide

Apply Here