Courage in Marketing

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Integration of Faith and Learning 2: Courage and Marketing
Liberty University

BUSI 520 B 28 Strategic Marketing Management
Dr. David Johnson
March 8, 2013

Leadership in general requires courage. Courage is defined in Merriam-Webster Collegiate Dictionary as a mental or moral strength to venture, persevere, and withstand danger, fear, or difficulty. (Merriam-Webster Collegiate Dictionary) Physical courage is courage in the face of physical pain, hardship, death, or threat of death, while moral courage is the ability to act rightly in the face of popular opposition, shame, scandal, or discouragement.

To be effective in market management requires courage. It requires elements of the same type of courage mentioned in the book of Joshua when Joshua was commissioned to lead the Children of Israel into the promise land. God knew Joshua needed encouragement for the task of leading this group and said to him, "Have I not commanded you? Be strong and courageous. Do not be terrified; do not be discouraged, for the LORD your God will be with you wherever you go." (Joshua 1:9 New International Version).

Why did God encourage Joshua to be courageous? Because God knew courage would be required of him as the new leader of the Children of Israel. He would need courage to take risks, to react differently to challenges than others, and to be a man of action. These are also areas that require courage for those who lead companies in marketing services and products.

Joshua would need courage to lead the Children of Israel despite the risks that would be involved. Joshua knew there would be battles to fight and sacrifices to be made. He was one the original twelve spies in Numbers chapter 13 that went to explore and investigate the land that was promised to them. He saw, along with the others, what they reported. “But the people who live there are powerful and the cities are fortified and very large. We even saw the descendants of Anak...
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