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. This course only runs during the spring semester.

Course materials are listed below. Please log in to view these items.

Course Comments

"Dr Heller was a great professor. I really enjoyed this course and I learned much more than I expected. Dr. Heller is very knowledgeable in international business and international marketing to enrich the course materials/information." Anon., Spring 2009

"The lectures were very interesting and the information was presented in a clear way. This was a great class." Anon., Spring 2009

"Dr. Heller is extremely knowledgeable on not just the marketing world but on the global community." Anon., Spring 2009

“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 and he is currently a lecturer and 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.

Course Syllabus and Materials

You must log in to view these items.

Return to main course page (Fall/Spring).