Looking at Islamic marketing, branding and Muslim consumer behaviour beyond the 7P's: The call for supportive course content and more P's please

Abstract

Purpose

The purpose of this paper is to document a reflective commentary on observations concerning the phenomenon of researching and practicing Islamic marketing, in the absence of dedicated formal courses and instruction.

Design/methodology/approach

Grounded theory phenomenological critical reflection; based upon academic and practitioner anecdotal evidence and experiences.

Findings

Whilst there is a growing body of literature and scholarship specific to the field, mirrored by an increase in consumption and commercial ventures, comparably there appear to be a paucity of dedicated courses tackling the same area in equivalent depth. Intuitively and inductively, it is argued that there is both a need and demand for Islamic marketing courses, which at the very least, present commercial market opportunities.

Research limitations/implications

Without remedying this gap, practitioners and academics are impoverished – through a lack of dedicated platforms for disseminating findings, knowledge sharing and problem solving. Furthermore, without ratification through formal instruction and courses, there is a risk that the subject may remain on the fringes. This is in spite of growing empirical evidence indicating that the demand is great: within mainstream marketing as a subject, not to mention the demand from audiences – ranging from practitioners and consumers, right through to curious and inspired students.

Originality/value

This paper aims to raise the importance of teaching and learning up the agenda – hopefully encouraging more academic institutions and training providers to develop and deliver dedicated courses. Furthermore, summary guidance is offered on potential key areas of focus.

Citation

Wilson, J. (2012), "Looking at Islamic marketing, branding and Muslim consumer behaviour beyond the 7P's: The call for supportive course content and more P's please", Journal of Islamic Marketing, Vol. 3 No. 3, pp. 212-216. https://doi.org/10.1108/17590831211259718