FACULTY OF ECONOMICS AND BUSINESS

UNIVERSITAS INDONESIA
ISLAMIC BUSINESS UNDERGRADUATE
PROGRAM

SYLLABUS
ISLAMIC MARKETING (ECIB603011)
3 CREDIT HOURS, EVEN SEMESTER 2023-2024

A. Lecturers:

Instructor Email

Hapsari Setyowardhani S.E., M.M. hapsari.setyowardhani@gmail.com

sri.daryanti@ui.ac.id
Sri Daryanti S.E., M.M/

Gita Gayatri M.M., Ph.D./ gita.gayatri@ui.ac.id

Sri Rahayu Hijrah Hati, S.E., M.Si., Ph.D. sri.rahayu72@ui.ac.id

Assistant Email

Muthmainnah Syahidah Sahal msyhdhs9@gmail.com

B. Subject Description:
This course focuses upon the role of Islamic Sharia in forming marketing principles and
practices in successful business activities. It helps students develop core competencies in
the emerging field of Islamic marketing. This course is an introduction to the key strategic
and tactical elements of ethically based and oriented marketing in the halal industry
(finance, food, tourism & hospitality, and lifestyle) and across organizations be it business
organization, not for profit organization or social enterprise. The course will thematize
ethical reasoning for capturing marketing insight, connecting with the customers
(segmentation & targeting), building strong Islamic brand, shaping the market offerings,
delivering and communicating value of the shariah compliant products & services. The
course will also discuss Islamic marketing from the perspective of consumers covering
proper Islamic consumption. Upon successful completion of the course, the student will
demonstrate the ability to understand the basic principles, theories, concepts and
dynamics of Islamic Marketing. They should also be able to apply and integrate the Islamic
Marketing concepts/technique learnt to prepare a comprehensive marketing strategy and
plan. The students are also expected to investigate marketing phenomena in the broader
context of the social reality of life such as poverty etc. and able to become wiseconsumers.

C. Type:
Compulsory subject

D. Prerequisite(s):
1. Islamic Business (ECIB603011)
1
E. Textbook(s) & Article(s):

1. Philip T. Kotler, Gary Armstrong (2018). Principles of Marketing 17th

Edition. Pearson
2. Baker Ahmad Alserhan (2011). The Principles of Islamic Marketing.
Gower.
3. Tabrani, M., & Marlizar, M. (2017). The Marketing Concept in Islamic
Perspective: A Literature Review. AFEBI Islamic Finance and Economic
Review, 1(01).
4. Qurrata, V. A., Murdiono, A., Hussain, N. E., & Purnamasari, V. (2021).
Social Media and Islamic Marketing Towards Customer Satisfaction and
Loyalty Impacts in Indonesia. Proceedings of the Conference on
International Issues in Business and Economics Research.
https://doi.org/10.2991/aebmr.k.210121.021
5. International Marketing Ethics from an Islamic Perspective. (2018). ‘Ulūm-
e-Islāmia, 27(1), 1–21. https://journals.iub.edu.pk/index.php/Ulum-e-
Islamia/article/view/342
6. Zarrad, H., & Debabi, M. (2015). Islamic marketing ethics: A literature
review. International Journal of Management Research and Reviews, 5(2),
60.

F. Course Objectives:
1. Hard Skill:

2. Soft Skill:
Description Yes/No
Technical skills Yes
Analytical skills Yes
Goal setting skills Yes
Time management skills Yes
Writing skills Yes
Public speaking skills Yes
Team work Yes
Self confidence Yes

2
G. Method of Delivery:

Description Yes/No
Class Discussion Yes
Experiential learning Yes
Group Inquiry Yes
Guided teaching Yes
Case study Yes
Collaborative learning Yes
Problem-based learning Yes
Group Presentation Yes
Independent Project Yes
Tutorials No
Labs No

H. Grading System:

Description Percentage (%)

Weekly Presentation/Participation (2 times) 25
Final Assignment 25
- Final Report (Group) (15%)
- Final Presentation Individual (10%)
Mid Term Exam 25
Summary Guest Lecture (1 times) 5
Final Exam 20
Total 100

3
I. Assignments:
Students are to be divided into 5 groups. Each group will have the following tasks:

a. Weekly Presentation
Each week, one group will present assigned topics (check the
syllabus for the detail), covering conventional marketing and
Islamic marketing. Presentations will be done in weeks 2-6 and
weeks 8-12.

b. Final Report & Presentation

Students are given the task of investigating product/brand marketing strategies with
Islamic values. These products/brands include the following criteria:
• Local brands
• The brand uses marketing strategies both Online and Offline
• Non-SMEs

In investigating product/brand marketing strategies, students should explain how the

marketing activities perform and how enthusiastic were the consumers toward the
brand. Also, students must be able to draw lessons learned from the brand and give
suggestions for future strategic marketing improvements. Each group must choose a
different brand/product category which will be submitted at the 3-5 meeting.

The output of this observation/desk research is in the form of a 10-12 minutes video
which includes photos/videos of direct observation of the product/brand and its analysis.
Thus it is highly recommended that the observation should visit the field directly. In
addition, each group also makes a 5-Pages Executive Summary, including:
1. Background
2. Company Profile
3. Analysis
4. Suggestions
5. Lessons Learnt

The final report will be graded as a group, but the final presentation will be graded
individually. Each group must ask the presenter group on the final presentation day.
Video Final Project is submitted to the assistant maximum D-1 before the Final
Presentation.

J. Attendance:
Referring to the faculty regulation, the Program requires students to fulfill a
minimum attendance of 80% to be eligible for the final exam. Thus, students
should attend a minimum 12 out of 14 lecturing sessions.

4
 K. Class Schedule:

No. Topic Book References

Kotler and Armstrong Ch. 1

Lecturer’s slides

Conventional Marketing Definition Alserhan Ch. 1

Part 1: Defining Marketing and the Marketing - The Islamic Law Shariah
Process - The three categories of Muslims’s
1 practices and acts
1. Marketing: Creating Customer Value and - The four sources of the islamic ethical
Engagement system
- The principles governing Islamic ethics
- Islamic values in business
- Implication for business

Presentation Group 1
Kotler and Armstrong Ch. 2

- Company-Wide Strategic
Planning:Defining Marketing’s
Role
- Designing the Business Portfolio
- Planning Marketing: Partnering to Build
Customer Relationships
- Marketing Strategy and the Marketing Mix
- Managing the Marketing Effort and
Marketing Return on Investment
2. Company and Marketing Strategy: Partnering to
2 Build Customer Engagement, Value, and Kotler and Armstrong Ch. 3
Relationships - The Microenvironment and
Macroenvironment
- The Demographic and Economic
Environments
- The Natural and Technological
Environments
- The Political–Social and Cultural
Environments
- Responding to the
MarketingEnvironment

Compulsory Reading: The Marketing Concept

in Islamic Perspective: A Literature Review

5
 Presentation Group 2
Kotler and Armstrong Ch. 4 (Active Lecturing)
- Marketing Information and Customer
Insights
- Assessing Information Needs and
Developing Data
- Marketing Research
- Analyzing and Using Marketing
Information
- Other Marketing Information
Considerations

Kotler and Armstrong Ch. 7

Part 2: Understanding the Marketplace
and Consumer Value
3 3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain
Customer Insights
- Marketing Strategy
- Market Segmentation
- Market Targeting
- Differentiation and Positioning
Alserhan Ch. 2
- Pre-Islamic Arab markets
- The organization of the market (Souq) in
Islam
- Market manners in Islam
- Islamic markets (primary, secondary,
emerging)
- The Islamic product (by compliance, by
country, by manufacturer)
- The Islamic company (by product, by
location, by ownership, by customer)
- Islamic marketing (by compliance, by
scope)

6

5. Consumer Markets and Buyer Behavior
4 6. Business Markets and Business Buyer
Behavior
7
Presentation Group 3
Kotler and Armstrong Ch. 5
- Model of Consumer Behavior
- Characteristics Affecting Consumer Behavior
- Buying Decision Behavior and the Buyer
Decision Process
- The Buyer Decision Process for New Products
Kotler and Armstrong Ch. 6
- Business Markets
- Business Buyer Behavior
- The Business Buyer Decision Process
- Engaging Business Buyers with Digital and
Social Marketing
- Institutional and Government Markets
Notes: Both chapters will be presented side-by-side
and not separately.
Alserhan Ch. 7
- Who Muslim consumers are
- The motivations underlying their
consumption choices
- What, when, and how they consume
- The effect of the country of origin on their
consumption choices
- Common demographic attributes among
world Muslim populations
 Presentation Group 4
Kotler and Armstrong Ch. 8
- What Is a Product?
- Product and Service Decisions
- Services Marketing
- Branding Strategy: Building Strong Brands

Alserhan Ch. 3
- Differentiate between an Islamic product
and a conventional product
- Understand the principles guiding product
decision within an Islamic context
- Understand the Tayyib, the Khabeth. the
Part 3: Designing a Customer Value— Halal and the Haram and their guiding rules
Driven Strategy and Mix - Understand the Islamic product hierarchy
- Understand the concept of harmful products
5 7. Customer Value—Driven Marketing Strategy:
and the Islamic legislation for their disposal
Creating Value for Target Customers
8. Products, Services, and Brands: Building
Alserhan Ch. 9 (related sub-chapters)
Customer Value
- Understand the development and practice of
Islamic branding
- Define Islamic branding
- Understand the essence of Islamic branding

Presentation Group 5
Kotler and Armstrong Ch. 9
- New Product Development Strategy
- The New Product Development Process
- Product Life-Cycle Strategies
- Additional Product and Service
Considerations

Alserhan Ch. 8
9. Developing New Products and - Compare religious and ethnic branding with
6
Managing the Product Life Cycle Islamic branding
- Differentiate between Halal and kosher as
religious products
- Differentiate between Islamic products and
Islamic brands
- Identify the Halal customers
- Identity the Halal categories
- Describe the importance of innovation in
Halal
- Describe the difficulties in Halal certification
8
 - Describe the growing importance of Halal
logistic.

7 Guest Lecturer

MID TERM EXAM

Presentation Group 1
Kotler and Armstrong Ch. 10
- What Is a Price?
- Major Pricing Strategies
- Other Internal and External Considerations
Affecting Price Decisions

Kotler and Armstrong Ch. 11

- New Product Pricing Strategies
10. Pricing: Understanding and Capturing - Product Mix Pricing Strategies
Customer Value - Price Adjustment Strategies
8
- Price Changes
11. Pricing Strategies: Additional
- Public Policy and Pricing
Notes: The group should present only based on
Considerations
the learning objective of both chapters.

Alserhan Ch. 4
- The role of the marketing in setting price
- Pricing and sellers’ right to set prices
- Pricing and consumer’ right to acquire
necessities
- Pricing as a convenant between the buyer
and the sellerPricing as a shared
responsibility betweenbuyers and sellers

9
 Presentation Group 2
Kotler and Armstrong Ch. 12
- Supply Chains and the Value Delivery
Network
- Channel Behavior and Organization
- Channel Design Decisions
- Channel Management Decisions
- Marketing Logistics and Supply Chain
Management

Kotler and Armstrong Ch. 13

- Retailing
12. Marketing Channels: Delivering - Retailer Marketing Decisions
Customer Value - Retailing Trends and Developments
9
- Wholesaling
Retailing and Wholesaling Notes: The group should present only based on
the learning objective of both chapters.

Alserhan Ch. 6
- Understand the concept of Halal integrity
Describe the growing importance of Islamic
logistics
- Understand the definition and requirements
of Islamic logistics
- Understand the contribution of Islamic
logistics to firms’ competitive advantage
- Understand the contribution of Islamic
portsand Halal hubs to Islamic logistic

Presentation Group 3
Kotler and Armstrong Ch. 14
- The Promotion Mix
- Integrated Marketing Communications
- Developing Effective Marketing
Communication
- Setting the Total Promotion Budget and Mix

Kotler and Armstrong Ch. 15

14. Engaging Consumers and Communicating
Customer Value: Integrated Marketing
10
Communication Strategy
Advertising and Public Relations
10
- Advertising
- Major Advertising Decisions
- Public Relations
- Major Public Relations Tools
Alserhan Ch.5
- Understand the principles guiding
promotions within as Islamic context
- Understand the transformation of the holy
marketers
- Understand the importance of promotions
as promises
- Understand the implications of extended
accountability
- Know what should or should not be
included in your marketing campaigns
 - Promotion mix management aconsumer
focused Islamic perspective

Presentation Group 4
Kotler and Armstrong Ch. 16
- Personal Selling
- Managing the Sales Force
- The Personal Selling Process
- Sales Promotion
16. Personal Selling and Sales Promotion
Kotler and Armstrong Ch. 17
11 - Direct, Online, Social Media, and - Direct and Digital Marketing
MobileMarketing - Forms of Direct and Digital Marketing
- Marketing, the Internet, and the Digital Age
- Islamic marketing related to social - Social Media and Mobile Marketing
media and mobile
Compulsory Reading:
- Social Media and Islamic Marketing
Towards Customer Satisfaction and
Loyalty Impacts in Indonesia

Part 4: Extending Marketing
12
18. Creating Competitive Advantage
Presentation Group 5
Kotler and Armstrong Ch. 18
- Competitor Analysis
- Competitive Strategies
- Balancing Customer and Competitor
Orientations
Kotler and Armstrong Ch. 19
- Global Marketing Today
- Deciding How to Enter the Market
- Deciding on the Global Marketing Program
- Deciding on the Global Marketing
Organization

Compulsory Reading:
- International Marketing Ethics from an
Islamic Perspective

Kotler and Armstrong Ch. 20

Lecturer Slide
19. Sustainable Marketing: Social
Responsibilityand Ethics
Additional Reading:
- Islamic Marketing Ethics: A Literature
13 Review

14 Group Presentation

11
FINAL EXAM

12
 L. Originality
Students should maintain originality and respect intellectual property rights. Therefore,
students should avoid conducting any act of plagiarism when doing written assignments (ifany),
which may take a form of short individual / group paper and / or summary.

The followings are acts of plagiarism:

Copying paragraphs, sentences, a single sentence, or even a significant part of a sentence
directly without enclosing them in quotation marks and appropriately footnoted; Using and / or
developing other's ideas found in printed materials or film elsewhere without explicitly
referencing them to the respective author or the source of the idea.

Plagiarism is a serious infringement of intellectual property rights. Any assignment that contains
presumed plagiarism will be marked 0 (zero).

Since students are required to write group papers, students should sign a Statement of
Authorship and attach it to their papers before paper submission. The form of Statement of
Authorship is available at the Resource Center of the Program. Lecturer(s) and / or tutor(s) will
refuse to mark any paper that has no signed Statement of Authorship attached.

In addition, students should ask for cover sheet from the Resource Center of the Program for
any assignment submitted

M. Statement of Authorship

Statement of Authorship

“I/We certify that the attached material is my/our original work. I/We declare that no other person’s work has
been used without due acknowledgement”

Except where I/We have clearly stated that I/We have used some of material elsewhere, it has not
been presented by me/us for the assignment in any other course or unit at this or any other
institution.

I understand that the work submitted maybe reproduced and/or communicated by the University or
third party authorized by the University for the purpose of detecting plagiarism.

Name :
Student ID :
Signature :
Subject :
Tittle :
Date :
Lecturer :

13