Rationale
This interactive workshop considers some of the key issues facing marketers in the sector and raises questions as to how existing marketing schools of thought need to be adapted, or in some instances replaced. The unique and fresh perspective offered here draws from published work on the Hip hop phenomenon and an award winning paper on Halal branding, using techniques hailing from Ancient Greek philosophers. The argument is that Hip hop and the Muslim market have similar traits and marketing potential. A key assertion is that Muslim markets represent more than
‘meat and money’ and one religious group. Delegates will be given insight into new frameworks and cultural predictors, designed to assist them in future activities.
Learning Objective
- Understanding current marketing approaches and the differences between Muslim majority and minority countries
- Appealing to non–Muslims within existing an Islamic Frameworks – More than just the Do’s and Don’ts
- Muslim youth cultural codes – black zebras with white stripes, or white zebras with black stripes?
- Is the Muslim Market the new Hip Hop?
About Your Facilitator:
Jon Wilson, Senior Lecturer and Course Leader, Advertising & Marketing Communications Management,
University of Greenwich – UK Educated at The Manchester Grammar School and the University of Dundee Scotland, Jon has over 15 years of collective academic and practitioner experience in: marketing communications (advertising, sponsorship, sales, public relations); branding; key account management; print and new media; management and training – in both the private and public sector Jon previously worked in media full–time for Emap [now Bauer Media], Haymarket Business Publications and the Confederation of British Industry’s (CBI) journal. He has also offered consultancy to, amongst others: the Engineering and Technology Board (ETB) [now EngineeringUK], 1&1 Internet Ltd, SAIPA automotive, culture and sport (Iran), and DMA/ Rockstar Games (on Grand Theft Auto). Jon has published over 50 academic peer reviewed papers, articles, book chapters and case studies.