Course Introduction Video
My name is Melinda Salzer, I’m one of the professors that helped develop this course. In this course, you will learn the important components of marketing and marketing strategy. Since this is a graduate-level course, we will take a strategic approach as we navigate through the various units. You are therefore expected to think strategically as a marketing manager or upper level marketing executive does. We will begin with the strategic planning process and the role of marketing in this process. We will then move into the external environment and address various components of the external environment within which the marketer must function. Afterwards, we will look at the marketing mix, otherwise referred to as the 4Ps of marketing: product, price, promotion, and place. Marketers exercise the components of the marketing mix in accordance with the teaching plan of the firm, while confronted with the dynamic aspects of the external environment. Finally, you will discover the importance of a strategic marketing plan, and learn how the marketing plan aligns with the mission and vision of the firm and the stated objectives of the firm's strategic plan. 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 graduate-level course develops a strategic approach to marketing decision-making at the managerial and executive level. Students learn how marketing aligns with organizational strategy and how firms create value through consumer-focused planning and execution. Here are some key takeaways:
- Develop a strategic mindset for marketing decision-making
- Understand how marketing fits within the strategic planning process
- Analyze external environments through environmental scanning
- Apply the marketing mix (4Ps: product, price, place, promotion)
- Use segmentation, targeting, positioning, and branding strategies
- Build and evaluate a strategic marketing plan aligned with organizational goals
You can start by reviewing the course learning outcomes and syllabus.
Course Introduction Video
Saylor Academy
Created on May 14, 2026
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Transcript
Course Introduction Video
My name is Melinda Salzer, I’m one of the professors that helped develop this course. In this course, you will learn the important components of marketing and marketing strategy. Since this is a graduate-level course, we will take a strategic approach as we navigate through the various units. You are therefore expected to think strategically as a marketing manager or upper level marketing executive does. We will begin with the strategic planning process and the role of marketing in this process. We will then move into the external environment and address various components of the external environment within which the marketer must function. Afterwards, we will look at the marketing mix, otherwise referred to as the 4Ps of marketing: product, price, promotion, and place. Marketers exercise the components of the marketing mix in accordance with the teaching plan of the firm, while confronted with the dynamic aspects of the external environment. Finally, you will discover the importance of a strategic marketing plan, and learn how the marketing plan aligns with the mission and vision of the firm and the stated objectives of the firm's strategic plan. 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 graduate-level course develops a strategic approach to marketing decision-making at the managerial and executive level. Students learn how marketing aligns with organizational strategy and how firms create value through consumer-focused planning and execution. Here are some key takeaways:
- Develop a strategic mindset for marketing decision-making
- Understand how marketing fits within the strategic planning process
- Analyze external environments through environmental scanning
- Apply the marketing mix (4Ps: product, price, place, promotion)
- Use segmentation, targeting, positioning, and branding strategies
- Build and evaluate a strategic marketing plan aligned with organizational goals
You can start by reviewing the course learning outcomes and syllabus.