By Mohammed Kechouh
GOMBAK, 2 January 2020: Whilst embracing Industrial Revolution 4.0, Muslims were urged to be concerned with non-Shariah compliant advertising and integrated marketing communication (IMC) globally.
A seminar on “Islamic Advertising and IMC 2019” held last December in IIUM had highlighted the importance of creating awareness on the application of Islamic advertising and IMC in contemporary world.
A total of 18 papers were presented by speakers from IIUM and other universities such as Universiti Teknologi MARA (UiTM), Taylors University and Necmettin Erkbakan University of Turkey.
Sponsored by the International Institute of Islamic Thought (IIIT), the seminar had generated the main contents of a textbook on “Advertising in Malaysia from Islamic perspective” which is expected to be published later this year.
Both Dr. Aida Mokhtar from the Department of Communication and Prof. Dr. Ahasanul Haque from the Department of Business Administration will be very much involved in the editing process and in publishing the textbook.
According to Dr. Aida, integration has been emphasised as the key to the essence of the book, which she admitted “for it to be globally accepted.”
The one-day seminar was organised by the Department of Communication, Kulliyyah of Islamic Revealed Knowledge and Human Sciences (KIRKHS) and held on 13 December from 8.00 a.m until 5.00 p.m at the Human Sciences building in Gombak campus. ***