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62340 Evolution of Marketing Theory, 8 cr 
Code 62340  Validity 01.01.1950 -
Name Evolution of Marketing Theory  Abbreviation Evolution of Ma 
Credits8 cr  Date of expiry 10 years
TypeDoctoral studies Subject230 Marketing 
KindCourse  Hours  
Study right   Gradingpoints (0-100), passed 
Recommended time 
Organisation Marketing, Helsinki 

Course Description 

This is a literature course that can be taken only by doctoral students who are enrolled in the subject of marketing at Hanken School of Economics. The aim of the 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.

Learning Goal 

You have an understanding 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
  • understand the evolution of theories and how you can contribute to that evolution
Total Student Workload 

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


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

Literature and Course Material 

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, 2-3 books (may be from the above list),  alternatively 10 current articles on marketing theory can substitute a book.


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), and 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.

Equivalent Courses 

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

Target Group 

Only doctoral students admitted to the doctoral program in marketing at Hanken can take this course. The course is recommended for all doctoral students in marketing. It is a subject course.

Recommended Time of Performance 

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


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