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Author Chauhan, Ajay, active 2015, author

Title Bank Islam : marketing of Islamic banking products / Ajay Chauhan (Universiti Utara Malaysia), Rabia Rasheed (Universiti Utara Malaysia)
Published Bingley, U.K. : Emerald Group Publishing Limited, 2015
Online access available from:
Emerald Emerging Markets    View Resource Record  


Description 1 online resource (8 pages) : 16 illustrations
Series Emerald emerging markets case studies, 2045-0621 ; volume 5, issue 8
Notes The case discusses Islamic Banking Principles and Products (Banking), Business Strategy for Niche Markets (Strategic Management) and Segmentation and Marketing Strategy (Marketing Management)
Undergraduate Graduate Training - Executives at junior level
This case is about the dilemma faced by Azhar Mehmud, a newly recruited Marketing Manager, Islamic Products (MMIP) in Bank Islam on six-month probation. Prior to Bank Islam, Azhar had an MBA degree from the UK and about 15 years of experience of business development in a multi-national bank in Indonesia. Looking at his experience, he was awarded to promote Islamic banking (IB) products in Malaysia where the competition was very intense. After his interactions with customers for about six to seven months, he prepared a report for his boss, General Manager, Consumer Banking (GMCB). In this report, he had summarized the challenges of marketing IB products in a market meant for conventional banking. When he presented the report to GMCB, he met with unfavorable reactions. GMCB was not convinced that IB products had any competition from conventional banking. He gave Azhar one additional month to either revise his thinking or quit the organization
The expected learning outcomes are as follows: to enhance the awareness of IB products, principles and differences from the conventional banking products; to introduce the concept of business strategies for niche markets; to make students realize the importance of segmentation in view of niche market like IB
Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes
Bibliography Includes index and bibliographical references
Subject Banks and banking -- Religious aspects -- Islam
Banks and banking -- Malaysia
Bank marketing -- Malaysia
Business & Economics, Islamic Banking & Finance.
Genre/Form Case studies.
Form Electronic book
Author Rasheed, Rabia, author