<![CDATA[Purpose – This article examines the epistemological crisis of Da'wah Management (DM) and reconstructs it through Prophetic Management grounded in humanization, liberation, and transcendence. It aims to reposition DM as a coherent field of knowledge and institutional project within Islamic higher education. Design/methodology/approach – The study uses a qualitative conceptual-epistemological design based on library research, critical literature review, and analysis of institutional and curriculum documents related to DM. Findings – The article finds that DM has largely been shaped by positivistic-technocratic and normative-fiqh orientations, producing an eclectic curriculum, a blurred scientific identity, and graduates framed mainly as technical managers. As an alternative, it proposes Prophetic Management, derived from Kuntowijoyo's prophetic social science, as an epistemological framework that integrates human dignity, social liberation, and transcendental values. Research implications – The framework offers a basis for redesigning institutional orientation, curriculum structure, specialization development, and graduate profiles in DM study programs, particularly in Islamic higher education. Originality/value – This article contributes an original paradigmatic synthesis between prophetic social science and the epistemological reconstruction of DM as both a scientific discipline and an academic institution.]]>
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