Course Introduction Video
My name is Marci Stone, I’m one of the professors that helped develop this course. In this course, you will learn about key elements of the marketing planning process. This process results in a strategic marketing plan, which guides organizations to connect with the consumer, so both parties realize value. This course will build upon the knowledge you acquired in Principles of Marketing. You will explore the critical tools, analyses, and marketing-related strategies to capture the attention and loyalty of the consumer. In the course, we will cover marketing basics such as segmentation, targeting, position, and the 4 Ps of marketing. We will also cover marketing research, consumer behavior, and brand management. The course will end with a review of digital marketing communications options and strategies. Throughout the course, you will see how all marketing efforts focus on the consumer. As a marketer, you must be proactive with strategic activities to make connections while complying with legal guidelines and socially responsible practices. You can start by reviewing the course learning outcomes and the syllabus, you can find both on the left navigation panel. Let’s get started!
AI Summary
YouTube
Transcript
Source and License: This work is licensed by Saylor Academy under a Creative Commons Attribution-NonCommercial-Sharealike 4.0 International License (CC BY-NC-SA 4.0). This content was created using Genially and Synthesia. AI-generated avatars and voices in this video were created using Synthesia and remain subject to Synthesia’s Terms of Service; these elements are not covered by the Creative Commons license. Synthesia trademarks and services remain the property of Synthesia. All Genially proprietary elements such as templates, themes, built-in assets, stock media, and other “Genially Content” remain subject to Genially’s Terms of Service and are not covered by this Creative Commons license. These elements must remain embedded in the course and cannot be reused or redistributed independently.
AI Summary
This course explores the marketing planning process and how organizations use strategic tools to connect with consumers and create value. It builds on foundational marketing concepts and focuses on applying research, analysis, and strategy to real-world marketing decisions. Here are some key takeaways:
- Understand segmentation, targeting, positioning, and the 4 Ps of marketing.
- Apply marketing research to support strategic decision-making.
- Analyze consumer behavior and brand development.
- Explore digital marketing and communication strategies.
- Recognize the importance of ethics and social responsibility in marketing.
You can start by reviewing the course learning outcomes and syllabus.
Course Introduction Video
Saylor Academy
Created on May 11, 2026
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Transcript
Course Introduction Video
My name is Marci Stone, I’m one of the professors that helped develop this course. In this course, you will learn about key elements of the marketing planning process. This process results in a strategic marketing plan, which guides organizations to connect with the consumer, so both parties realize value. This course will build upon the knowledge you acquired in Principles of Marketing. You will explore the critical tools, analyses, and marketing-related strategies to capture the attention and loyalty of the consumer. In the course, we will cover marketing basics such as segmentation, targeting, position, and the 4 Ps of marketing. We will also cover marketing research, consumer behavior, and brand management. The course will end with a review of digital marketing communications options and strategies. Throughout the course, you will see how all marketing efforts focus on the consumer. As a marketer, you must be proactive with strategic activities to make connections while complying with legal guidelines and socially responsible practices. You can start by reviewing the course learning outcomes and the syllabus, you can find both on the left navigation panel. Let’s get started!
AI Summary
YouTube
Transcript
Source and License: This work is licensed by Saylor Academy under a Creative Commons Attribution-NonCommercial-Sharealike 4.0 International License (CC BY-NC-SA 4.0). This content was created using Genially and Synthesia. AI-generated avatars and voices in this video were created using Synthesia and remain subject to Synthesia’s Terms of Service; these elements are not covered by the Creative Commons license. Synthesia trademarks and services remain the property of Synthesia. All Genially proprietary elements such as templates, themes, built-in assets, stock media, and other “Genially Content” remain subject to Genially’s Terms of Service and are not covered by this Creative Commons license. These elements must remain embedded in the course and cannot be reused or redistributed independently.
AI Summary
This course explores the marketing planning process and how organizations use strategic tools to connect with consumers and create value. It builds on foundational marketing concepts and focuses on applying research, analysis, and strategy to real-world marketing decisions. Here are some key takeaways:
- Understand segmentation, targeting, positioning, and the 4 Ps of marketing.
- Apply marketing research to support strategic decision-making.
- Analyze consumer behavior and brand development.
- Explore digital marketing and communication strategies.
- Recognize the importance of ethics and social responsibility in marketing.
You can start by reviewing the course learning outcomes and syllabus.