Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2014 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedMalaysia Second semester 2014 (Day)
Coordinator(s)Associate Professor Yunus Ali


The aim of this unit is to extend students' knowledge and understanding of Muslim consumers, to analyse Islamic faith based consumption needs of the diverse Muslim communities across the globe, and to develop skills to apply this knowledge and understanding to practical and challenging marketing situations. In particular emphasis will be placed on critical analysis and insights gained from Islamic and marketing literature, case studies, project works to solve the strategic problems of targeting this emerging market.


The learning goals to be achieved in this unit are to:

  1. understand the complexity of Islamic consumer markets across the world
  2. identify the unique nature of the Islamic faith-based consumption needs and behaviour of the diverse Muslim markets
  3. investigate and evaluate the marketing challenges of targeting Muslim markets
  4. formulate and implement marketing strategies for domestic, regional and global Muslim markets
  5. build working knowledge and skills on dealing with Islamic business and marketing ethics and corporate social responsibilities.


Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Workload requirements

Minimum total expected workload equals 144 hours per semester