The purpose of this paper is to seek developmental feedback and to invite fellow scholars to develop a research agenda, including collaboration with the aid of a Planning Grant from CCCU. More specifically this paper: (1) briefly discusses the modern definitions of marketing, which
generally suggest that marketing is an activity for creating and exchanging value between a provider and a consumer as well as to provide a brief reflection on the discipline from Christian writers; (2) introduces a revised view of the discipline based on the biblical concept of shalom to fill the gaps in the existing Christian scholarship on this subject; (3) presents the notion of normative marketing practice, in order to distinguish among activities that bring glory to God and those that offend His Name; (4) introduces Christian philosophical framework of Modal Aspects proposed by Herman Dooyeweerd and discuss its possible applications for normative marketing theory development as an effective tool to shape students’ thinking; (5) proposes potentially suitable research methods to examine those practices with fellow collaborators.