THE CONCEPT OF HALAL IN VISUAL ART MARKETING STRATEGY: A RESEARCH MODEL DEVELOPMENT

Ishak Ramli; Mohamad Noorman Masrek; Mumtaz Mokhtar; D’zul Haimi Md Zain; Mohamad Rahimi Osman; Zarlina Mohd Zamari

THE CONCEPT OF HALAL IN VISUAL ART MARKETING STRATEGY: A RESEARCH MODEL DEVELOPMENT

Ishak Ramli¹*, Mohamad Noorman Masrek², Mumtaz Mokhtar³, D’zul Haimi Md Zain⁴, Mohamad Rahimi Osman⁵, Zarlina Mohd Zamari⁶
¹Mr., Faculty of Art and Design, Universiti Teknologi MARA, Perak Branch, Seri Iskandar Campus,
32610 Seri Iskandar, Perak, MALAYSIA, ibr_86@yahoo.com
²Assoc. Prof. Dr., Faculty of Information Management, Universiti Teknologi MARA, Selangor Branch, Puncak Perdana Campus, 40450 Shah Alam, Selangor, MALAYSIA, mnoormanm@gmail.com
³Dr., Faculty of Art and Design, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, MALAYSIA, mumtazmikaeil@gmail.com
⁴Professor Dr., Faculty of Art and Design, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, MALAYSIA, dzulhaimimdzain@gmail.com
⁵Professor Dr., Academy of Contemporary Islamic Studies, Universiti Teknologi MARA, 40450 Shah Alam, MALAYSIA, rahimi313@salam.uitm.edu.my
⁶Ms. Academy of Language Studies, Universiti Teknologi MARA, Perak Branch, Seri Iskandar Campus, 32610 Seri Iskandar, Perak, MALAYSIA, zarlinamz@gmail.com
*Corresponding author

Abstract

Visual art marketing strategy is a crucial aspect to be taken into consideration in order to ensure the continuous development of visual art field. It assists visual art practitioners to keep being productive in their efforts to come out with more art pieces to be sold. A few previous researches featured several marketing strategies for visual arts: nevertheless, there is no attempt to look at visual art marketing from the perspective of Islamic shariah. With uncertainties looming on visual art’s place in marketing world, the researchers recognize the need to study the concept of Islamic shariah in visual art marketing strategies. Based on this identified research gap, this study aims to produce a model that is related to the Islamic shariah concept regarding visual art marketing strategies. As a result, the discussion on the model involves several aspects namely: 1) product; 2) production process; 3) market place; 4) retailer / collectors; and 5) transactions. Recommendation for future research direction in this area is a more comprehensive study on Islamic marketing strategies in visual art.

Keywords: Marketing Strategy, Visual Art, Halal Concept, Model, Islamic Shariah.