This course provides an in-depth exploration of the evolution and critical evaluation of marketing theories. Tailored for doctoral students, it aims to enhance their understanding of the core principles and philosophies that underpin marketing science. By delving into key issues, theoretical frameworks, and contemporary advancements, students will be well-equipped to develop and refine their own innovative marketing models. The course emphasizes the historical context of marketing strategies, as well as current trends and future directions. Through rigorous analysis and discussion, students will gain a comprehensive grasp of the subject, supporting their advanced research and practical applications in the dynamic field of marketing.