Kurser Evolution of Marketing Theory

62340-V Evolution of Marketing Theory , 8 sp

Doctoral studies
Teaching language

The aim of this literature course is to provide students with knowledge of the evolution of marketing theory in general and in the particular research area of the doctoral thesis.

The course is recommended for all doctoral students in marketing. It is a subject course.

Learning Goal

You have knowledge of theories and theory building in marketing.

After completing the course, you will be able to
  • evaluate academic research by taking into account its underlying theory
  • position your own research in relation to different marketing theories
  • evaluate the scientific method and assumptions that underpin the development of theories
  • have knowledge of the evolution of theories and how you can contribute to that evolution
Target Group

Only Hanken doctoral degree students admitted to the doctoral program in marketing.


No lectures. The course can be taken at any time of the year.

Total Student Workload

214 hours divided into
Scheduled (contact) hours: 0 h
Non-scheduled work: 214 h

Recommended Time of Performance

First year, or early second year, of doctoral studies.


Learning diary 100 %. 

You write a learning diary of about 30-40 type-written pages, where you reflect upon your individual learning of the evolution of marketing theories, their application to your own research, and how the knowledge of these theories help you to analyze the quality and importance of your own research (contribution), as well as to evaluate the work of others within the marketing field.

The learning diary is examined by your degree supervisor. The course is graded pass or fail.

The literature is partly individual and the final decision of the included literature is made by your Degree Supervisor. In total, the literature should encompass about 1200 pages, including books and articles.

It includes at least two of the following:

  • Sheth, J. N., Gardner, D. M. & Garrett, D. E. (1998). Marketing Theory: Evolution and Evaluation. New York: John Wiley and Sons. 231 pages.
  • Tadajewski, M. & Jones, D. G. B. (2008). The History of Marketing Thought. Vol 1. London: SAGE Publications Ltd. 346 pages
  • Tadajewski, M. & Jones, D. G. B. (2008). The History of Marketing Thought. Vol 2. London: SAGE Publications Ltd. 356 pages
  • Tadajewski, M. & Jones, D. G. B. (2008). The History of Marketing Thought. Vol 3. London: SAGE Publications Ltd. 437 pages

In addition, an individual part to be decided with your degree supervisor. This part includes 2 additional books (may be from the above list),  or alternatively 10 current articles on marketing theory can substitute one book.

This course is not equivalent to the Marketing Theory course provided by KATAJA ( www.kataja.eu). Hence, both courses may be included in the doctoral degree.