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BUSI 520 - Integration of Faith and
Learning
International Business (Liberty University)
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There is a very thin line between religion messages and marketing. In fact, a careful
consideration of some scriptural readings from the bible correlates with organizational marketing
management attributes. According to Kotler and Keller (2012), marketing management is a
discipline of business that deals with the practical application of marketing strategies and
management techniques to control the marketing resources and activities of an organization. The
Bible scriptures are used to consider the relationship between marketing and religion. For
example, the scriptural biblical verse from, Joshua 1:9 provides great words, which have a
persuasive and encouraging force underneath. The scripture states “Have I not commanded you?
Be strong, and courageous. Do not be afraid; do not be discouraged, for the Lord your God will
be with you wherever you go.” By looking at the first part of the scripture, the words “be strong
and courageous” forms the basic attributes of marketing management.
Marketing can be challenging especially when there is a lot of competition from strong
competitors. When the market situation grows hostile and unfriendly, marketing managers use
similar words (strong and courageous) that are used in the scripture to encourage his team
(Kotler, & Keller, 2012). To manage marketing in any marketing environment, the marketing
team should not be terrified of the result that may accompany new entrant service or product, or
they should not have any fear because of stiff competition/rivalry in the market environment.
Rather, they should remain intact and focused to the long-term objectives of the business. Fear
and discouragement should not play any part in their undertakings just as the scripture highlights
…. Do not be terrified neither be you discouraged”.
Religion is driven by a force that is invisible. The last part of the verse reads ….For, the
LORD your God will be with you wherever you go.” After the strong words of
encouragement, the verse sums up by providing a living hope to the people that they are under
protection.
Marketing management share the same attribute with religion. Kotler & Keller (2012) provides
that whenever a marketing resource is released to the audience, it must have a clear vision that
assures people of the real value they get from the product. A comforting message such as
durability, effectiveness or quality of a product to accompany the sale produces wonders in
marketing.
Again, the last part of the verse creates a sense of belonging to an invisible power. This
sense enables the people to be rejuvenated and go ahead for they are under protection despite the
challenges they face on the way. In marketing management, creation of a sense of belonging is
like building brand loyalty. Organization like Coca-Cola or Adidas brands must strive to build
brand loyalty so that customers may feel that they are associated with something. This will make
the customers to buy the brand in whatever situation even if there is stiff completion from
cheaper brands. 1 Kings 20:3...the Gold and Silver are mine!! The bible acknowledges that both
gold and silver belongs to God. Therefore, marketing must be handled diligently to effectively
manage the properties of God. Marketing should be done zealously with the understanding that it
is a noble duty. Religion is a very powerful marketing tool. It enhances good ethics/ morals that
are required in marketing management such as sincerity, responsibility and honesty (Kotler, &
Keller, 2012). Marketing managers who use religion end up making a big sale after they have
shaped the direction of the society. The way religion presents the messages and stories that
moves crowds can be incorporated in marketing to persuade clientele to the organizations’
products or services. Although some messages religion gives are negative, one can pick the
positives and take marketing management to another level.
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