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. -- Course Website
Instructor: Dr Yunus Ali
Prerequisites: MKC1200, MKW1120, MKW2402
