Asia School of Business

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Innovating Education on Digital Transformation: Asia School of Business, Consider iProspect and Invest KL Collaborate on Digital-In-Action


KUALA LUMPUR, November 2019 – 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” program 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 coveted seat in this November classroom include MDEC, supermarket chain Jaya Grocer, Malaysia Healthcare Travel Council (MHTC), kitchen appliance brand Kuvings, and healthy 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 program 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 program 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 learnings of 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. 

For media enquiries, please contact:

Pek Ee Siew
Director of Marketing
Asia School of Business
T: +6012 435 3095

Charlotte Taylor
Corporate Communications
Dentsu Aegis Network Malaysia
T: +6016 651 8208

About Asia School of Business
Asia School of Business (ASB) was established in 2015 by Bank Negara Malaysia in collaboration with MIT Sloan Management to be a premier global business school, a knowledge and learning hub infused with regional expertise, insights and perspectives of Asia and the emerging economies. ASB is committed to developing transformative and principled leaders who will contribute towards advancing the emerging world and currently offers a full-time MBA, an MBA for Working Professionals as well as several non-degreed executive education programs. For more information on ASB, visit:

About Consider iProspect
iProspect is a global, award-winning agency – focused on converting consumer intent into action and driving business performance for the world’s largest brands, including Diageo, Hilton, Burberry, General Motors, Procter & Gamble, Gucci and Microsoft. The iProspect team works across a network of 4,600 employees spread over 94 offices in 56 countries.

In 2018, iProspect won more than 200 awards including 15 leadership recognition awards and 25 Agency of the Year titles and was named Digiday’s Agency of The Year. iProspect is named a Leader in The Forrester Wave™: Search Marketing Agencies, Q4 2017, #1 Global Digital Performance Agency by RECMA, Industry Agency of Choice at The International Performance Marketing Awards, and took home 4 Effie awards across the globe in 2018.

iProspect is part of the Dentsu Aegis Network, a wholly-owned subsidiary of Dentsu Inc.
Go to or follow us on LinkedIn.

About Dentsu Aegis Network Malaysia
Part of Dentsu Inc., Dentsu Aegis Network Malaysia is made up of 12 brands – media services agencies Carat, dentsu X, and Vizeum; creative services agencies Dentsu LHS, Merdeka LHS, Dentsu One and Isobar; digital and specialist agencies Consider iProspect, Columbus, Lemonade, Posterscope and Amplifi. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities, offering a distinctive and innovative range of products and services. Globally, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 46,000 dedicated specialists.