mini mba: islamic marketing

Public Relations In Islam

Mohamed Kirat, PhDProfessor, Department of Mass CommunicationCollege of Arts and SciencesUniversity of Qatar, PO. Box: 2713Doha, QatarTel: 974-44034873- Fax: 974-44034861Email: [email protected]

Introduction Public relations in Islamic culture dates back to as far as fourteen centuries. It has been extensively used during the prophet Muhammad era to disseminate the new message, the new religion, thus a new way of thinking, behaving, and living peacefully with others.(Aldemiri,1988). Then, public relations was perceived and conceived within the confines of the teachings of Islam, democracy (Echourra) and the respect of man and other people and nations, no matter what their color, race and religion are.

Historical Roots of Public RelationsProphet Muhammad was no exception; he used communication and public relations to crystallize public opinion, persuade people and convince them to embrace a new religion with new principles, new rules, new way of life based on the respect of human beings, equality, justice, peace and harmony.

Modern Public Relations: Concepts and DefinitionsSharpe argues that public relations is a process that harmonizes long term relationships among individuals and organizations in society. This process according to him is based on five principles:Honest communication for credibility.Openness and consistency of actions for confidence.Fairness of actions for reciprocity and goodwill.Continuous two-way communication to prevent alienation and to build relationships.Environmental research and evaluation to determine the actions or adjustments needed for social harmony. (Seitel, 1998:7)

The early days of public relations in Islam

Public relations in Islam revolves around the individual and the community. It seeks to build up individuals and communities Umma - within the principles and teachings of Islam. Communication and public relations are practices intended to achieve the interests of all.

Philosophy of Public Relations in IslamThe philosophy of public relations in Islam is based on the following:Public relations in Islam is the task and responsibility of every Muslim in the Umma: It has a holistic and macro approach with the intention to build the Islamic Umma on the principles and the teachings of Islam.

Philosophy of Public Relations in IslamPublic relations in Islam is based on ethics, credibility and the welfare of all and not only the rich and the wealthy, and those who have the means and the power. The principle here is, once you have healthy and decent relations between members of the Umma and its organizations you will reach a society based on the teachings and the principle of Islam.

Philosophy of Public Relations in IslamPublic relations in Islam starts from the family: This is a micro approach to the philosophy and practice of public relations in Islam where the family is the corner stone of society. The family in Islam should enjoy harmony, respect, solidarity Takaful- and love . The conduct and the behavior of the family from inside and with the outside world should be dictated by the teachings and principles of Islam.

Philosophy of Public Relations in IslamPublic relations in Islam is best conceived of as an integral part of an intricate web of human relations prevailing in the community, and therefore, are governed by Islamic principles and values.

Philosophy of Public Relations in IslamPublic relations in Islam is conceived of as a vehicle of creating a healthy environment and atmosphere for both the individual and the organization to set up and establish the Islamic Umma which should be characterized by harmony, mutual understanding, mutual respect, and mutual interest governed by the Islamic principles and values. The final objective is to reinforce social solidarity and a strong community in terms of faith and welfare.

Prophet Muhammad: The Great Communicator

The following verses show the communication and public relations aspect of the dissemination and propagation of Islam. They show the universal characteristic of Islam. The prophet is asked to reveal the book to the population of Umm Alqora and the rest of the world, and to give tidings and admonition.

Islam: A Universal Religion Islam has a global, holistic and universal perspective. Muhammads mission consisted of conveying the book which is an explanation, a guide, a mercy and a gospel for all mankind. Islam is a way of life valid for all times, all nations and all peoples in the world. Islam is not restricted to particular people or a particular nation, it is intended to all mankind.

The Communication Aspect of IslamIslam is a religion of communication. Disseminating and spreading Islam is an act of communication. The Quran, Hadith and Sunnah have to be conveyed, explained and interpreted to the believers. The Prophet had to convey the Quran, to explain it and in some instances, he had to elaborate on issues that needed explanations and illustrations.

Quran and HadithThe Quran was in itself a channel of communication because the whole new way of approaching things and interpreting them revolves around it. Hadith was another means of communication. Through it, the prophet Muhammad explained Islam and went into details where they are not found in the book.

Prophet Muhammed and PRThus, prophet Muhammad used extensively and effectively public relations and communication to convey the message, explain it and illustrate it through his sayings, speeches, explanations, interpretations, as well as, through his daily conduct, deeds and acts. He had to elaborate and explain so many issues and answer so many questions. His daily behavior was a real example of a true, honest and dedicated believer and messenger. In addition, his actions reflected and illustrated his sayings.

Hadith Any student of the Quran will see that the Holy Book generally deals with the broad principles or essentials of religion, going into details in very rare cases. The details were generously supplied by the Prophet himself, either by showing in his practice how an injunction shall be carried out, or by giving an explanation in words. The Sunnah or Hadith of the Holy Prophet was not, as is generally supposed, a thing of which the need may have been felt only after his death, for it was very much needed in his lifetime.

HadithThe two most important religious institutions of Islam are prayer and zakat; yet when the injunction relating to prayer and zakat were delivered, and they were repeatedly revealed in both Mecca and Madina, no details were supplied. Keep up prayers (aqimoo as-salaah the Qur'anic injunction and it was the Prophet himself who by his own actions gave details of the prayer and said: (Salloo kamaa ra'aytamoonee usaallee) "Pray as you see me praying." (Indispensability of Hadith, www.islaam.com)

Principles of Communication and PR in IslamThere are five approaches to the Islamic call that reflect a tremendous communication and public relations work:First: sincerity and truthfulness with Allah, and to seek his favor. Allah says: And withal, they were not enjoined aught but that they should worship God, sincere in their faith to Him alone. [Al Bayyinah:5].The holy Prophet (PBUH) foretold tat the first with whom the fire of hell will be lit are three; among them a scholar who acquired knowledge so that people would say he is learned. And it was indeed said of him.

Principles of Communication and PR in IslamSecond: To practice what one preaches. Actually it is a scandal and disgrace that a persons actions contradict his words. Allah derides such people in His Quran: Do you bid other people to be pious, the while you forget your own selves and yet you recite the divine writ? Will you not, then, use your reason? [Al Baqarah:44].

Principles of Communication and PR in IslamThird: gentleness in presenting the message. Allah advised Moses and Aaron to adopt this measure with Pharaoh, the greatest tyrant of his time: But speak unto him in a mild manner, so that he might bethink himself or [at least] be filled with apprehension. [Taha:44].

Principles of Communication and PR in IslamAnd to Muhammad, he also cautioned: And it was by Gods grace that thou [O Prophet] didst deal gently with thy followers; for if thou hadst been harsh and hard of heart, they would indeed have broken away from thee [Al Imran:159]. Hence it was on this basis the Prophet (PBUH) declared: Make matters easy and do not make them difficult. Give glad tidings and do not drive people away.

Principles of Communication and PR in IslamFourth: A gradual approach to propagation. Do as Prophet Muhammad (PBUH) did in his mission by beginning with the most important matters; then follow them up in order of priority. This was clearly demonstrated in the advice he gave to Mu`adh before he sent him to Yemen. "You will come upon a People of the Book (Jews and Christians), the first thing you should invite them to is to bear witness that there is no God save Allah and that I am the Messenger of Allah. If they respond positively to this, then inform them that Allah had ordained for them five prayers each day and night.

Principles of Communication and PR in IslamFifth: address every people with what is suited for them and their needs. There is a special approach to the people of the cities and another approach to the villagers. Similarly, there is a special approach to the Bedouin. The intellectual has his position and the ignorant has his position. So too, there is a style for the argumentative and an entirely different one for the submissive. And whoever is granted wisdom has indeed been granted wealth abundant.

ConclusionProphet Muhammad was a great communicator. He used public relations extensively to disseminate and spread the new religion. His task consisted of convincing people to change their attitudes by forming opinions and then transform such opinions into actions. This means the early followers of Muhammad had to quit their old habits and way of life and adopt new values, morals and ethics.

ISLAMIC LEADERSHIP IN THE MODERN ORGANIZATION

Eleftheria EGEL

Universit de Nice Sophia-AntipolisFRANCE

ContentsIntroductionMIPLIPComparison with other approaches to LeadershipContribution26

Introduction (Why Islamic leadership is important)Muslim population growthGlobalization Change of geopolitical power gameGrowing interest in non- American Management models27

MIPDefinition : it is the discipline that deals with the management of organizations, from the perspective of the knowledge acquired from the revealed and other Islamic sources of wisdom, and results in applications compatible with Islamic beliefs and practices (Kazmi, 2005 p.264)Chronological development: The 1980s: a significant movement in the Islamization of knowledge project around the world.1980-2000: the subjects of ethics and values, organizational behavior, and human resource management dominate the scene.28

LIPDefinition: it is a social process in which the leader seeks to achieve certain organizational goals by garnering the support from relevant stakeholders primarily followers while fully complying to Islamic teachings and principles. (Toor, 2008 p.26)Tawhid (Absolute Monotheism)and the Islamic WorldviewAdalah(Justice), Khilafah (Stewardship), Ubudiyyah (Servanthood)Iman (Faith) & Adl (Balance)Al-Asma al-Husna (The 99 Attributes)29

30Islamic Leadership

30

PROPERTIES OF TAWHIDIMPLICATIONS FOR HUMANITYIMPLIED VALUESDENOUEMENTUnity of divine message (One God, one message, one humanity)Unity of humanity by nature and originSocioeconomic Justice (Adalah)Human EqualityFree Will (Ikhtiyar)Vicegerency (khilafah)Universal Brotherhood Unity of aims (Final goal of humanity is God)Unity of Purpose Submission to God(Ibadah)Faith (Iman)Harmonious Society(Realization of the objectives of the Islamic law(maqasid-al shariah)Unity of being (non-duality)Unity of all forms of present lifeEthical Character(Khuluq)Comprehensive Life (Din)Balance (Adl)A Single Whole

Tawhid & THE ISLAMIC WORLDVIEW(Taken from Egel & Fry, 2013)

Comparison with other approaches to leadership

Comparison with Judaism and ChristianityComparison with the secular Workplace Spirituality field and Spiritual Leadership32

CONTRIBUTIONA Vehicle for Prejudice ReductionFacilitation of leadership in a multi-cultural organizational environment33

Social Marketing

Philip Kotler on Digital Marketing

Table 1-41-

Table 1-4 1-

Types of WebsitesStatic websites provide basic information

Dynamic websites allow greater fan interaction and facilitate e-commerce

Transactional websites facilitate e-commerce

Personalized websites respond to individualized fan interaction

1-

Trend 1 Content / Engagement strategyWe all know that Content is King was the mantra through the 1990s and then Context was QueenToday we realise that exceptional content is the key to acquiring customers through search engine optimisation and social media as part of inbound marketingIts also essential to keep customers engaged with a brand via different touchpoints like the website, social hubs, email marketing and appsIts not just text content, video content, podcasts, apps all to match all preferencesDevelop and refine yourcontent strategyto compete effectively in your category1-

Content Strategy: The B.E.S.T. formulaContent Strategy: The B.E.S.T. formula Formula for creating a content marketing roadmap. B.E.S.T stands for:Behavioural. Everything you communicate with customers has a purpose. What do you want them to do? Essential. Deliver information that your best prospects need if they are to succeed at work or in lifeStrategic. Your content marketing efforts must be an integral part of your overall business strategyTargeted. You must target your content precisely so that its truly relevant to your buyers1-

The B.E.S.T. formula

Click, Baby, Click!

Fortune Teller

Reinventing Storytelling in the digital age

Shantanu Narayen, CEO, Adobehttp://www.youtube.com/watch?v=KMIbfhbGAmM

What is the ROI for social media? According to DDB agency, an effective social media campaign is relevant, original and has impact

The social media marketing campaign has to be relevant to the target audience

The social media marketing campaign is original in the sense that it is fresh, unexpected and unusual

To be effective, the social media marketing campaign must have impact, which means it makes an impression on the online users.

Forrester: Social Technographics a Prerequisite for Social StrategyThe creators are those who have recently posted to a blog, updated a web page or uploaded a video that they themselves may have created

Critics take part by submitting a comment on blogs or the like

Collectors save URLs on a social-bookmarking service, use RSS feeds, or create metadata that they share with a community

Joiners use a social-networking site.

Spectators read blog, view video and listen to podcast. They consist the audience for user-generated social content

Inactives do not participate at all in social media-based activities.

*Forrester: Social Technographics a Prerequisite for Social Strategy

International IslamicMarketing Association (IIMA)

Innovation Islam Initiative -I 3

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The Culture of Listening: For many experts, social media is centered on the culture of listening Listening is not easy and individuals as well as companies do not tend naturally to listen From a communication theoretical perspective, listing is the very first act of communication.

This means that significant corporate cultural shifts and behaviors are likely to happen if companies want to understand what is happing out there in the web of social media

The Culture of Listening: Richard Bin hammer, senior Manager at Dell, highlighted two key principles underlying Dell decisions and actions in social media The first one is listening, learning and engaging in conversations with customers where they are The second principle is telling the story from Dells perspective without intermediaries

Dell Hell/Dale TalesDell is serious about connecting, conversing and sharing its storyline with customers and others who are interested in Dell.

The Culture of Listening: As early as 1995, Dell was saving money (large savings) by using online methods of customer support Dell substituted the web and email for costly telephone contact In 2004, Dell held 28.2% of U.S. computer market share To reduce costs, Dell began outsourcing customer service to a firm in India. Market share increased, but complaints and consumer dissatisfaction rose

The Culture of Listening: In 2006, Dell digital media manager realized the need to listen to the conversation, taking place in the blogosphere and thus initiated blogs in several languages to improve interactive communication

Michael Dell initiated the first blog Direct2dell to be part of the ongoing conversation and have a voice in the connected world and to establish a platform that enables customers to network and converse with Dell

Create a Blog

6Is of the Internet 8Csof Social Media Marketing

Innovation Islam Initiative

The Next Phase

Innovation & Entrepeneurship20/04/2014 Ronald Doherty 2014 [email protected]



20/04/2014Ronald Doherty [email protected]

Agenda59



20/04/2014Ronald Doherty 59

Ronald Doherty & Ireland

20/04/2014 Ronald Doherty 2014 [email protected]




There is one thing stronger than all the armies in the world, and that is an idea whose time has come

Victor HugoRenowned French writer(1802-1885)20/04/2014 Ronald Doherty 2014 [email protected]




Applying Islamic Values to Innovation will deliver a more sustainable and just future for all MankindDr-Bakr Ahmad Alserhan Chairman IIMAIslamic InnovationAn idea whose time has come - Again!20/04/2014 Ronald Doherty 2014 [email protected]




Ideas are good

- Results even better!

Innovation & Entrepreneurship are an essential to a vibrant Muslim economyDr-Bakr Ahmad Alserhan Chairman IIMA20/04/2014 Ronald Doherty 2014 [email protected]








20/04/2014 Ronald Doherty 2014 [email protected] Nakhouda writing in Islamica Magazine in relation to the Amman Message (2009)












Islamic Values Islamic Economy20/04/2014 Ronald Doherty 2014 [email protected]








Innovation & Entrepreneurship20/04/2014 Ronald Doherty 2014 [email protected]




Innovation & Entrepreneurship 20/04/2014 Ronald Doherty 2014 [email protected]




Leadership is EssentialLeadership, starts in the heart and mind of a single person. Its seeds are sown through a journey of self-discovery.it grows and develops through years of introspection, self questioning, experimentation and a rigorous effort The Unknown Leader, P249 by Sheikh Hussein Al BanawiInternal Requirements20/04/2014 Ronald Doherty 2014 [email protected]




External Islamic Eco System FinanceMarketingInnovationIntegrated support is essential

Can not flourish in a vacuum

External Requirements20/04/2014 Ronald Doherty 2014 [email protected]




Innovation process must be a Funnel with the widest catchment possible- not a TunnelInnovation & Entrepreneurship need complimentary Skills + Enablers

FinanceProduct KnowledgeBusiness KnowledgeRegulatory SupportMentoringEducationNetworking

A global network can connect like minded individuals in centres of innovation from Silicon Valley to Istanbul to Abu Dhabi20/04/2014 Ronald Doherty 2014 [email protected]




Guided by the values of IslamWork across boundaries where shared values unite in promoting our cause moderate consumption + ethics + sustainability + reduced waste + fair profit + social justice





Guided by the values of IslamCreate the ecosystem necessary for innovation to flourish through action Educate + Mentor + Network globally + Sustained business focus





Islamic World Academy of Science Islamic countries are failing to cooperate on key development issues and to invest enough in research to drive their development If previously agreed collaborations among OIC countries had been implemented, Zou'bi said, "we would have definitely been better off in the domain of water and food security, as well as in the area of solar energy".

Link to article20/04/2014 Ronald Doherty 2014 [email protected]




Islamic World Academy of Science "We recommended more attention on science, technology and innovation because they are the only means of advancement in the modern world,"

Nagih El Rawi, Iraqi Academy of Sciences

Link to article20/04/2014 Ronald Doherty 2014 [email protected]




Innovation *Is doing something New *Many different types of innovation exist *Internal and external supports are required *I3 Promotes innovation that supports the Islamic way of life through the Design for Values methodology *Vision Leadership Action are all required to effect change Which will you provide?





Entrepreneurship *Is being able and willing to create and run a new venture in order to make a profit ** *Many different types of entrepreneurship exist both for profit and not-for-profit





Entrepreneurship *I3 Promotes entrepreneurship that obtains a fair profit and is guided by Islamic values to promote the wider good of humanity

This is essential in order to provide employment for the growing Muslim population worldwide





InnovationEcosystem20/04/2014 Ronald Doherty 2014 [email protected]




[email protected]://www.linkedin.com/pub/ronald-doherty/10/796/ab420/04/2014 Ronald Doherty 2014 [email protected]




Islamic Branding: Eyeing commercial gains versus opportunities to introduce Islamic ethics!

Lutfullah saqib Assistant ProfessorRiphah International University, Islamabad-PakistanSaira AfzalMs Islamic Business and FinanceRiphah Center of Islamic BusinessRiphah International University, Islamabad-Pakistan .Mueen Aizaz Zafar Dean, Faculty of Management Sciences

Introduction of the Paper According to the recent research, Hall food market is 16% of the total global market and in the coming years the potential is expected to increase two folds in size. A huge potential, therefore, lies in the target market of Muslim consumers. In order to penetrate the Hall markets, firms are heavily employing brand Islamization strategies, however, most firms are doing so to exploit commercial gains, without proper preparation.

Purpose of the paper In this paper an effort has been made to introduce and highlight some of the ethical aspects of Islamic moral system in branding practices. The purpose of this paper is to analyze specific commercial activities carried out in the name of brand Islamization.

A school of thought labels branding and marketing activities as prohibited in Islam. There are arguments against this belief through which suggest that Islam allows Muslims to do business, and other daily activities, in harmony with the ethical code of conduct. So the concentration is on lack of morality in branding

The arguments of these opponents are valid to a great extent as majority of marketing activities are based on immoral issues. In Pakistan, majority of the people are typical Muslims and they are very conscious about basic religious values . The people see these immoral marketing practices through electronic and print media.

Islamic is a Perfect code of life Islam is a complete code of life and hence ut covers each and every aspect of life. Marketing , branding etc are also various aspect of human life and there is a proper guidance for all these activities too

Principles of Islam for Branding DisclosureIn most of the cases of Islamic branding today some traits are missing that are the core of a Sharah compliant business activity e.g. there is a lack of honest communication and most brands are using exaggeration and deception while representing their brands. Some of the Islamic teachings pertaining to these matters are clearly addressed in Quran:Truly, God guides not him who is a liar Al Quran 39:3The Prophet Muhammad (PBUH) expressly condemned all manipulative promotional behaviors stating that, One who cheats us is not one of us (al-Nawawi 2:770).

Pricing Brands often charge very high prices for their creditworthiness and most of the times the prices remain unjustified. In contrast, Islam also does not approve getting something easily, without working or striving hard for it . Ibn-e- Taymiah (1982) denounces all pricing practices where consumers are being charged very high prices without offering a justified quality or quantity. All instances of charging high prices come under the head of injustice in Sharah. As the holy Prophet (SAW) said (Al- Nawawi, 2:270): Do not raise prices in competition.

It may be clarified here, that the debate is not on charging high prices for brand values with relation to precious commodities. Islam accepts that the wealthy people can spend their money on expensive things. The advertising and branding of luxury goods and services by that logic is acceptable in wealthy communities: ... He has raised you in ranks, some above others; that He may try you in the gifts that He has given you.

Conversion of wants into needs With the passage of time self generated economy is being exploited by the marketers and is commercialized over time (Bovee, Thill, Dovel & Wood, 1995). Wants and desires are being converted into needs. This approach is not approved by the moral system of Islam.

Profit maximization vs. value maximization Islam does not approve the concept of profit maximization without taking care of the exploitation of the others rights. Islam approves a centralized approach of value maximization in which a firm undertakes to maximize the value while incorporating the philosophies of integrity and impartiality in its strategies that result in the welfare of the whole society. Islam advocates the welfare of the society rather that the affluence of a few people (Baig & Tarin, 2010

Symbol of Status In Islam symbol of status is Taqwa and not any thing else

Halal Business and Markets: An Introduction

Dr Ahmad JamalCardiff University, UK

[email protected]

Presentation Plan

Understanding HalalCore concepts of belief in IslamIslamic Law - ShariahConcepts of Halal and HaramHalal Business and MarketsConclusion Question and Answer

Core principles of belief in Islam Tawhid - The unity and oneness of Allah - the Creator of the universeNabuwwa The prophethood of all Prophets, and the finality of Prophet Muhammad (PBUH)Qiyama - The ultimate return of everything to The Creator for the final judgementSource: Islamic Banking and Finance Centre, UK

Commitment and Contract

Essential Commitment for submitting to Islam:

Commitment to oneness of AllahCommitment to the finality of Prophet Muhammad (PBUH) as the last Prophet of AllahCommitment to the Day of JudgementSource: Islamic Banking and Finance Centre, UK

Why ideology matters?This acceptance and agreement represents a contract between the individual and its Creator.It symbolises the primordial covenant between Allah and its Creation.The individual agrees to serve and worship no one but Allah.The individual agrees to observe the rules of Islamic law in all their affairs (private and public)Source: Islamic Banking and Finance Centre, UK

The Islamic Law - Shariaa

Literally meaning "the Way or the Path" also commonly known as Islamic LawIt is a Divine Guidance as given by the Holy Quran and the Sunnah of the Prophet Muhammad PBUHEmbodies all aspect of the Islamic faith including beliefs, and practices in the social and economic aspect of everyday livingSource: Islamic Banking and Finance Centre, UK

Concept of Halal vs. Haram

Halal lawful, permissible, legal, sacrificed with the name of Allah Haram prohibited, forbidden, unlawful and punishable from the Islamic perspective

Halal & Haram are universal terms and applied to all areas of our personal, social, business, economical, financial, political aspects of our lives

Source: Islamic Banking and Finance Centre, UK

Key Prohibitions in IslamRIBA (Interest) GHARAR (Uncertainty) MAISIR (Chance/Speculation) ETHICS (justice, fair dealings, honesty, gentleness, no harm to others and to environment; no cheating, no misleading)Source: Islamic Banking and Finance Centre, UK

Halal BusinessShariah guides every aspect of business Personal Greed vs. Communal welfareSupply Chain EmployeesCustomers

Halal MarketsGlobally, an important emerging market sector; estimated 2.1 Trillion USD per annum

49 Muslim majority countries around the world (1.6 billion consumers; 23% of world population; 62% live in South and Southeast Asia; Islam second largest religion after Christianity)

Globalization brings additional challenges growing concern among Muslims about the nature of the products they consume!

Halal MarketsCountries with noticeable Muslim population (e.g., India, China, Europe, and USA) Muslims in UK - about 2.8 million Muslims across European Union estimated 20 million)British-Muslims:33.8 % aged under 15 (national average 20%) 18.2 % aged 16-24 (national average 10.9%)More than 50% born in the UKReligious identity impacts consumption experiencesNon Muslims consuming halal (e.g., based on ethical principles)

Halal Markets Key Categories

D 600 billion slaughtered according to the specific parameters of Islamic law, good, wholesome, healthy, untainted during the stages of processing, packaging, storage, transportation, & cookingNot just meat and poultary but a range of products from ice cream to pizza to organic food A significant number of Muslim consumers (particularly in the West) consciously read product labels; a lot of mental energy, time and effort involved in information search process

Halal Markets Key CategoriesHalal Islamic Finance, Investments and Insurance growth of dedicated Islamic Banks to window based models Halal Tourism - not only for Umrah and Hajj but also for leisure Halal CosmeticsHalal PharmaceuticalsHalal Education and TrainingHalal Information Portals and Sources (e.g., Iphone apps)Halal Supply Chain, Certification and Government Bodies Halal Trade Network

Conclusion

Islamic ideology impacts a growing number of Muslims and BusinessesHalal business and markets are emerging fast Demand at a global level Halal Markets are not linked with any fad or fashion statement they are going to stay!

Towards a Curriculum and Pedagogy in Islamic Marketing

Paul Sergius KokuFlorida Atlantic University

PurposeI will, in this lecture, argue for the development of a curriculum that contains a broad spectrum of courses on Islamic marketing and propose their pedagogy. 112/16

Purpose Cont.So, why make this argument to you?

Because you are an essential stakeholder

We are important change agentsStudents ProfessorsWhat do we wish to change? 113/16

Change!!!To change the traditional marketing curriculum

To expand the traditional marketing to include a curriculum on Islamic marketing.

A curriculum on Islamic marketing will supplement the traditional curriculum on marketing.

But why has it taken so long?

114/16

Change!!!Change can be slow because people are afraid of change. However, always remember that -

115/16

But What is a curriculum? The word curriculum has several definitions, but I will focus on the two below:

1. It is an aggregate of a course of study in a school.

2. It is a planned interaction of pupils with instructional content. 116/16

What Do We Need?Instructional content requires materials - Cases - Textbooks - Simulation exercises - Articles

But above all, we need pupils who wish to be taught.117/16

What do we Teach and What must Students Learn?I believe we as university teachers (Professors) as opposed to teachers in vocational schools are in the business of teaching critical thinking.

Therefore our students are in the business to learn how to think critically.

The courses we teach are vehicles through which we teach, and students learn how to think critically. In Islamic marketing, the courses could include,but not limited to:118/16

Possible CoursesPrinciples of Islamic Marketing Islamic Business Ethics Islamic Product Innovation and Management Islamic Promotional Strategy Islamic Brand ManagementIslamic Consumers Islamic Pricing Strategy Islamic Services Marketing

119/16

Possible Courses Cont.Of course, the list of possible courses is endless

Similarly, the benefits could also be endless

Thinking critically is a necessary, but not a sufficient condition for success.120/16

What About Pedagogy Pedagogy is according to Websters Dictionary Is the science and art of education, specifically, instructional theory.

It is also the art, science or profession of teaching.

Implicit in these definitions is the concept of assessment. How do we test what we teach? 121/16

Assessment The Debates on how to assess could take another lecture.However, we could borrow from Blooms taxonomy (Bloom, 1956).

Bloom suggested the 6-levels of learning, teaching and therefore testing.

These steps are 122/16

123/16http://juliaec.files.wordpress.com/2011/04/blooms_taxonomy.jpg

Blooms Taxonomy (revised)

Reflection I believe a higher of learning should be assessed through reflective assignments

Islam is a way of life, therefore assessment in Islamic marketing course should amongst other things contain some elements of reflection

It is time for us to make a change.

125/16