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Creating Islamic marketing and branding courses for a Muslim 'minority'

Creating Islamic marketing and branding courses for a Muslim 'minority'

Wilson, Jonathan A.J. (2010) Creating Islamic marketing and branding courses for a Muslim 'minority'. In: IC-DAIM 2010: Dawah & Islamic Management – Practice and Prospect, Universiti Sains Islam Malaysia (USIM), 23-24 Nov 2010, Kuala Lumpur, Malaysia.

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The concept of Islamic Marketing and Branding as a new and separate discipline has been ratified by key Muslim and non-Muslim organisations. And in doing so, it has attracted the interest of a growing number of academics and practitioners. In light of this, a natural demand has been created for specific courses in this field. This conceptual paper offers a practitioner-focussed reflective discussion, which explores the core components necessary when constructing such courses at university and executive level. Furthermore it proposes strategies and critical success factors to ensure their successful delivery. Key areas for discussion are as follows:

• How university modules with an Islamic focus need to cater for a diverse audience, of predominantly non-Muslims
• How to overcome stigma and perceptions of this field becoming being unnecessarily restrictive and niche – therefore rendering it a passing fad
• Course structure and modes of assessment
• Identifying what areas should be critically evaluated by students, in order to challenge and fulfil the requirements of degree study
• The covering of enough aspects of deen, without drawing the subject away from falling within a business subject discipline
• The reassurance to stakeholders that Muslims are not necessarily advantaged over non-Muslims in undertaking this course
• The advantage of studying Islam within a business discipline – namely because it focuses on Supply/demand, needs/wants, and therefore does not need to address philosophical questions surrounding the existence of God, or the validity of the faith per se.

Item Type: Conference or Conference Paper (Paper)
Uncontrolled Keywords: Islam, marketing and branding courses, pedagogy, international students
Subjects: H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
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Last Modified: 14 Oct 2016 09:12

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