MKW3510 - Islamic marketing - 2017

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.

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

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

Within semester assessment: 60% + Examination: 40%

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.

See also Unit timetable information

Associate Professor Yunus Ali

MKC1200, MKW1120