Undergraduate - UnitMKW3510 - Islamic marketing

This unit entry is for students who completed this unit in 2015 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Malaysia Second semester 2015 (Day)
Coordinator(s)	Associate Professor Yunus Ali

Synopsis

The aim of this unit is to extend students' knowledge and understanding of Muslim consumers, to analyse Islamic faith based consumption needs of the diverse Muslim communities across the globe, and to develop skills to apply this knowledge and understanding to practical and challenging marketing situations. In particular emphasis will be placed on critical analysis and insights gained from Islamic and marketing literature, case studies, project works to solve the strategic problems of targeting this emerging market.

Outcomes

The learning goals to be achieved in this unit are to:

understand the complexity of Islamic consumer markets across the world
identify the unique nature of the Islamic faith-based consumption needs and behaviour of the diverse Muslim markets
investigate and evaluate the marketing challenges of targeting Muslim markets
formulate and implement marketing strategies for domestic, regional and global Muslim markets
build working knowledge and skills on dealing with Islamic business and marketing ethics and corporate social responsibilities.

Assessment

Within semester assessment: 60%
Examination: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Dr Yunus Ali

Prerequisites

MKC1200, MKW1120