Mini MBA: Islamic Marketing

Mohamed Kirat, PhD
Professor, Department of Mass Communication
College of Arts and Sciences
University of Qatar, PO. Box: 2713
Doha, Qatar
Tel: 974-44034873- Fax: 974-44034861
Email: mkirat@qu.edu.qa

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 Relations
Prophet 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
Definitions
Sharpe 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 Islam
 The 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.

 Public 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.

Public 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
Islam
Public 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
Islam
Public 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.
Muhammad’s 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 Islam
Islam 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 Hadith
The 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 PR
Thus, 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.

Hadith
The 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 Islam
There 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.

PR in Islam
Second: To practice what one preaches. Actually it is a
scandal and disgrace that a person’s 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].

PR in Islam
Third: 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].

PR in Islam
And to Muhammad, he also cautioned: ‘And it was by
God’s 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.’

PR in Islam
Fourth: 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.’

PR in Islam
Fifth: 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.’

Conclusion
Prophet 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
Université de Nice Sophia-Antipolis
FRANCE

Contents
• Introduction
• MIP
• LIP
• Comparison with other approaches to Leadership
• Contribution
26

Introduction
(Why Islamic leadership is important)
• Muslim population growth
• Globalization
• Change of geopolitical power game
• Growing interest in non- American Management
models
27

MIP
• Definition: 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

LIP
• Definition: 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 Worldview
• Adalah(Justice), Khilafah (Stewardship), Ubudiyyah
(Servanthood)
• Iman (Faith) & Adl (Balance)
• Al-’Asma al-Husna (The 99 Attributes)
29

PROPERTIES OF
TAWHID
IMPLICATIONS
FOR HUMANITY
IMPLIED VALUES DENOUEMENT
Unity of divine
message
(One God, one
message, one
humanity)
Unity of humanity by
nature and origin
Socioeconomic Justice
(Adalah)
Human Equality
Free 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 life
Ethical 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 Christianity
• Comparison with the secular Workplace Spirituality
field and Spiritual Leadership
32

CONTRIBUTION
• A Vehicle for Prejudice Reduction
• Facilitation of leadership in a multi-cultural
organizational environment
33

Philip Kotler on Digital
Marketing

Types of Websites
1. Static websites provide basic information
1. Dynamic websites allow greater fan interaction
and facilitate e-commerce
1. Transactional websites facilitate e-commerce
1. Personalized websites respond to individualized
fan interaction
1-

Trend 1 Content / Engagement strategy
• We all know that “Content is King” was the mantra through the
1990s and then “Context was Queen”
• Today we realise that exceptional content is the key to
acquiring customers through search engine optimisation and
social media as part of inbound marketing
• It’s also essential to keep customers engaged with a brand via
different touchpoints like the website, “social hubs”, email
marketing and apps
• It’s not just text content, video content, podcasts, apps all to
match all preferences
• Develop and refine your content strategy to compete
effectively in your category
1-

Content Strategy: The B.E.S.T. formula
• Content 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 life
• Strategic. Your content marketing efforts must be an integral
part of your overall business strategy
• Targeted. You must target your content precisely so that it’s
truly relevant to your buyers
1-

Reinventing
Storytelling in the digital

Shantanu Narayen, CEO,
Adobe
http://www.youtube.com/
watch?v=KMIbfhbGAm
M

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 Strategy
The 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

International Islamic
Marketing Association
(IIMA)
Innovation Islam
Initiative -I 3
*
Forrester: ‘Social Technographics’ a Prerequisite for Social
Strategy

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

• 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
Dell’s perspective without intermediaries
• Dell Hell/Dale Tales
• Dell is serious about connecting, conversing and

• 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

• 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

6Is
of the Internet
8Cs
of Social Media Marketing

(IIMA)
Innovation Islam
Initiative -I 3
Innovation Islam Initiative
The Next Phase
I n n o v a t i o n &
E n t r e p e n e u r s h i p
31/10/2016
© Ronald Doherty 2014 –
ronald.doherty@iimassociation.com
58

(IIMA)
Innovation Islam
Initiative -I 3
Speaker Introduction & Bio
Context for Islamic Innovation
Innovation Essentials
Specific Actions that you can take
Agenda
59

(IIMA)
Innovation Islam
Initiative -I 3
Ronald Doherty
&
Ireland
31/10/2016
60

(IIMA)
Innovation Islam
Initiative -I 3
“There is one
thing stronger
than all the
armies in the
world, and
that is an idea
whose time
has come”
Victor Hugo
Renowned
French writer
(1802-1885)
31/10/2016
61

(IIMA)
Innovation Islam
Initiative -I 3
“Applying Islamic Values to
Innovation
will deliver a more sustainable
and
just future for all Mankind”
Dr-Bakr Ahmad Alserhan
Chairman IIMA
Islamic Innovation
An idea whose time has come
- Again!
31/10/2016
62

(IIMA)
Innovation Islam
Initiative -I 3
Ideas are good –
- Results even better!
“Innovation &
Entrepreneurship are an
essential to a vibrant Muslim
economy”Dr-Bakr Ahmad Alserhan
Chairman IIMA
31/10/2016
63

(IIMA)
Innovation Islam
Initiative -I 3
Islamic Marketing can deliver
concrete improvements in
peoples
Lives – If we focus our efforts
31/10/2016© Ronald Doherty 2014 – ronald.doherty@iimassociation.com64

(IIMA)
Innovation Islam
Initiative -I 3
31/10/2016© Ronald Doherty 2014 – ronald.doherty@iimassociation.com65Suhail Nakhouda writing in Islamica Magazine in relation to the
Amman Message (2009)
?
"There is no water, no
pavements; the economy
is bad, and many young
people are out of work.
Peoples' lives, as well as
the images they see, stay
the same."

(IIMA)
Innovation Islam
Initiative -I 3
Youth
Unemployme
nt
Illnes
s
Break
down
in
famil
y
Crime
Civil
Unres
t

(IIMA)
Innovation Islam
Initiative -I 3
Youth
Employment
Healt
h
Stron
g
famil
y
Peace
Civil
Societ
y

(IIMA)
Innovation Islam
Initiative -I 3
Islamic Finance
No Riba
Islamic
Marketing
Moderation
Morality
Modesty
Islamic
Innovation
Tayyib
Sustainable
Supports values
Islamic Values – Islamic Economy
31/10/2016
68

(IIMA)
Innovation Islam
Initiative -I 3
31/10/2016
69
Innovation
Entrepreneurs
hip
Financ
e
Marketin
g

(IIMA)
Innovation Islam
Initiative -I 3
Innovation & Entrepreneurship
Innovation is something that is
new to your business or new to the
world
Innovation can be in any area-
products, services or operations
Counters downward price pressure
associated with commoditization
and increases competitiveness
31/10/2016
70

(IIMA)
Innovation Islam
Initiative -I 3
Innovation & Entrepreneurship
Is heavily associated with failure
– the balance is key
Should increase quality of life
and products
Innovation is solving a problem
– Entrepreneurship is making it
a business
31/10/2016
71

(IIMA)
Innovation Islam
Initiative -I 3
Leadership is Essential
“Leadership, …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………”
Internal
Requirements
31/10/2016
72

(IIMA)
Innovation Islam
Initiative -I 3
External
Islamic
Eco System
Integrate
d support
is
essential
Can not
flourish in
a vacuum
External
Requirements
31/10/2016
73

(IIMA)
Innovation Islam
Initiative -I 3
Innovation
process –
must be a
Funnel with
the widest
catchment
possible- not
a Tunnel
Innovation &
Entrepreneurship
need
complimentary
Skills + Enablers
Finance
Product
Knowledge
Business
Knowledge
Regulatory
Support
Mentoring
Education
Networking
A global network can
connect like minded
individuals in centres
of innovation from
Silicon Valley to
Istanbul to Abu
Dhabi
31/10/2016
74

(IIMA)
Innovation Islam
Initiative -I 3
Guided by the values of Islam
Work across boundaries where shared values
unite in promoting our cause
moderate consumption + ethics +
sustainability + reduced waste + fair profit +
social justice
31/10/2016
75

(IIMA)
Innovation Islam
Initiative -I 3
Guided by the values of Islam
Create the ecosystem necessary for
innovation to flourish through action
Educate + Mentor +
Network globally + Sustained business focus
31/10/2016
76

(IIMA)
Innovation Islam
Initiative -I 3
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
31/10/2016
77

(IIMA)
Innovation Islam
Initiative -I 3
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 article
31/10/2016
78

(IIMA)
Innovation Islam
Initiative -I 3
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?
31/10/2016
79

(IIMA)
Innovation Islam
Initiative -I 3
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
31/10/2016
80

(IIMA)
Innovation Islam
Initiative -I 3
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
31/10/2016
81

(IIMA)
Innovation Islam
Initiative -I 3
• Financing• Partners
&
Enablers
• Customers• External
Environmen
t
Type
Market
Impact
Business
Model
Scalability
Innovati
on
Ecosyste
m
31/10/2016
82
Entrepreneurs
hip

(IIMA)
Innovation Islam
Initiative -I 3
‫شكرا‬‫جزيال‬
http://www.linkedin.com/pub/ronald-
doherty/10/796/ab4
31/10/2016
83

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

 Lutfullah saqib
Assistant Professor
Riphah International University, Islamabad-
Pakistan
 Saira Afzal
Ms Islamic Business and Finance
Riphah Center of Islamic BusinessRiphah
International University, Islamabad-Pakistan
 .Mueen Aizaz Zafar
Dean, Faculty of Management Sciences

According to the recent research, Halāl 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 Halāl markets, firms are
heavily employing brand Islamization
strategies, however, most firms are doing so
to exploit commercial gains, without proper
preparation.

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.

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

 Disclosure
In most of the cases of Islamic branding today
some traits are missing that are the core of a
Sharī’ah 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 Qur’an:“Truly, God guides not him
who is a liar” Al Qur’an 39:3
The 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
Sharī’ah. 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 Jamal
Cardiff University, UK
jamala@cardiff.ac.uk

Presentation Plan
Understanding Halal
Core concepts of belief in
Islam
Islamic Law - Shariah
Concepts of Halal and Haram
Halal Business and Markets
Conclusion
Question and Answer

Core principles of belief in Islam
 ‘Tawhid’ - The unity and oneness of Allah - the Creator of the universe
 ‘Nabuwwa’ – The prophethood of all Prophets, and the finality of Prophet
Muhammad (PBUH)
 ‘Qiyama’ - The ultimate return of everything to The Creator for the final
judgement
Source: Islamic Banking and Finance Centre, UK

Commitment and Contract
Essential Commitment for submitting to Islam:
 Commitment to oneness of Allah
 Commitment to the finality of Prophet Muhammad (PBUH) – as the last
Prophet of Allah
 Commitment to the Day of Judgement

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)

The Islamic Law - Sharia’a
Literally meaning "the Way or the Path" also
commonly known as Islamic Law
It is a Divine Guidance as given by the Holy
Quran and the Sunnah of the Prophet Muhammad
PBUH
Embodies all aspect of the Islamic faith including
beliefs, and practices in the social and economic
aspect of everyday living

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

Key Prohibitions in Islam
RIBA (Interest)
 GHARAR (Uncertainty)
 MAISIR (Chance/Speculation)
 ETHICS (justice, fair dealings, honesty,
gentleness, no harm to others and to
environment; no cheating, no misleading)

Halal Business
Shariah guides every aspect of business
Personal Greed vs. Communal welfare
Supply Chain
Employees
Customers

Halal Markets
Globally, 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 Markets
Countries 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 UK
- Religious identity impacts consumption
experiences
Non – 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,
& cooking
Not 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

Halal Markets – Key Categories
 Halal – 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 Cosmetics
 Halal Pharmaceuticals
 Halal Education and Training
 Halal 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 Businesses
Halal 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!

Towardsa Curriculumand Pedagogyin
IslamicMarketing
Paul Sergius Koku
Florida Atlantic University

Purpose
• I 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.
112/1
6

Purpose – Cont.
• So, why make this argument to you?
• Because you are an essential stakeholder
• We are important change agents
Students
Professors
• What do we wish to change? 113/1
6

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?
114/1
6

Change!!!
Change can be slow because people are afraid of change.
However, always remember that -
115/1
6

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.
116/1
6

What Do We Need?
• Instructional content requires materials
- Cases
- Textbooks
- Simulation exercises
- Articles
• But above all, we need pupils who wish to be taught.
117/1
6

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:
118/1
6

Possible Courses
• Principles of Islamic Marketing
• Islamic Business Ethics
• Islamic Product Innovation and Management
• Islamic Promotional Strategy
• Islamic Brand Management
• Islamic Consumers
• Islamic Pricing Strategy
• Islamic Services Marketing 119/1
6

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.
120/1
6

What About Pedagogy
• Pedagogy is according to Webster’s 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?
121/1
6

Assessment
• The Debates on how to assess could take another
lecture.
• However, we could borrow from Bloom’s taxonomy
(Bloom, 1956).
• Bloom suggested the 6-levels of learning, teaching
and therefore testing.
• These steps are 122/1
6

123/1
6
http://juliaec.files.wordpress.com/2011/04/blooms_taxonomy.jpg

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.
125/1
6

Mini MBA: Islamic Marketing

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