Experiential Learning 1
Group 3 – Islamic Finance
SEED 6 Report
Managerial Communication
Communication techniques in Islamic finance play a major role in delivering favourable messages
to the audience and persuading them to prefer Islamic finance over conventional banking methods.
Need for Persuasion
The need for persuasion is high in this sector since the players work on need creation – they
highlight the importance and need for Islamic finance and why this mode of financing is better
than the conventional way. Cialdini’s principle of Authority plays a prominent role in this sector
whereby fatwas and statements from prominent Islamic scholars such as Mufti Taqi Usmani carry
significant weight. In promoting their products and services, the route chosen by institutions is to
target pathos – emotions of the audience.
Targeting Pathos
Religious beliefs are sensitive grounds where communication strategies can ‘make or break’
marketing campaigns. There have been numerous occasions where such strategies backfired, such
as Nike’s commercial for the Middle East market which showed a girl in hijab running on the
