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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.

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

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.

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.

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.