Course Objectives

• Assess various foreign markets
• Analyse the impact of cultural, social, political and economic factors on marketing strategies
• Determine when to use different product-market entry and penetration strategies
• Examine the different skills and systems required to implement marketing strategies across country borders

This course is ONLY available to BU SMG students and has the prerequisite -- SMG  MK 323 Intro to Marketing or the equivalent.  Course descriptions and downloadable pdf syllabi available on the Boston University International Programs website.

Course Comments

'I enjoyed hearing about the realities of PR, [the professor's]
personal experience and knowledge of the industry combined with
effective readings.' - Kim Chalache, Fall 2005

'I enjoyed hearing about the realities of PR, [the professor's]
personal experience and knowledge of the industry combined with
effective readings.' - Kim Chalache, Fall 2005 

“This course was at the same time intellectually stimulating and practical. Dr. Heller has a great knowledge of his field, and was very dedicated to the course and students. He would always stay after class to answer any question or discuss any topic.”- John Zech, Spring 2008

“It was definitely beneficial to study international marketing in a foreign environment.” -Anon., Spring 2008

Faculty Information

Dr Michael Heller holds an Mphil and Dphil in History from  the University College London. He is currently a lecturer at Queen Mary College, University of London, in the School of Business and Management and is responsible for organising, designing, managing and teaching BA and MA Marketing and Organisational Behaviour modules. Dr Heller also has many years of overseas teaching experience having previously taught at Shanghai University, China, and Universtie De La Mediterranee, France.  His current areas of research focuses on the history of corporate communications such as company magazines. His research is increasingly engaging with marketing and organisation theory.

 His research interests include organisational and media history and the history of markets and consumption. He is currently researching a history of Public Relations in Britain between 1920 and 1950 and is examining a number of major British organisations including the Prudential Insurance Company, the National Westminster Bank (RBS), Shell Petroleum Company and the BBC.