Richard Heiens, PhD


Richard Heiens, PhD       

Professor, Marketing

Hargray Room 227
One University Boulevard
Bluffton, SC 29909
Office: 843-208-8231
Richard Heiens, PhD

I am a Professor of Marketing and earned my PhD in Marketing from Florida State University. Prior to coming to USCB, I served as Professor of Marketing at USC Aiken and on the faculty of the University of Texas at Tyler, where I gained administrative experience as the Director of the MBA Program and on the Board of Directors of the East Texas Lighthouse for the Blind.  In addition, I have worked as a Visiting Professor at Florida International University and at the Barry University Executive MBA Program in Kingston, Jamaica.  I have travelled with my students on study abroad programs to Bratislava, Slovakia; Budapest, Hungary; Ljubljana, Slovenia; Milan, Italy; Prague, Czech Republic; and Vienna, Austria.

I conduct research in the areas of marketing strategy and consumer behavior, and I have published over 40 peer-reviewed journal articles in my career.  Among my many publications, my research studies have appeared in the Strategic Management Journal, the Journal of Business and Industrial Marketing, the Academy of Marketing Science Review, the Journal of Strategic Marketing, the Journal of Business Strategy, the Journal of International Consumer Marketing, the International Journal of Bank Marketing and the Gerontologist.  I have also attended and presented my work at dozens of national and international academic conferences, including conferences in Antwerp, Glasgow, Helsinki, Montreal, Rome, and Tokyo. 

  • Education
  • Teaching
  • Research

Ph.D. in Marketing, Florida State University 1993

BS in Marketing, Florida State University 1988

  • MKTG B350 - Principles of Marketing
  • MKTG B352 - Introduction to Marketing Research
  • MKTG B455 - Consumer Behavior
  • MKTG B474 - Sports Marketing
  • Social Media Marketing
  • Digital Sales Channels
  • Brand Marketing
  • Retail Advertising