Course information | MMKT Admissions Exam Prep Course | Saylor Academy

© Saylor Academy 2010-2026 except as otherwise noted. Excluding course final exams, content authored by Saylor Academy is available under a Creative Commons Attribution 3.0 Unported license. Third-party materials are the copyright of their respective owners and shared under various licenses. See detailed licensing information. Saylor Academy®, Saylor.org®, and Harnessing Technology to Make Education Free® are trade names of the Constitution Foundation, a 501(c)(3) organization through which our educational activities are conducted.

Saylor Academy holds International Accreditation from ASIC (Accreditation Service for International Schools, Colleges, and Universities). ASIC Accreditation is a leading, globally recognised quality standard in international education. Achieving ASIC Accreditation demonstrates that an institution is a high-quality education provider committed to continuous improvement throughout its operation.

Unit 1: Marketing Planning Process

1.1: Marketing Plans and Strategies

Marketing Plans and Strategies

Creating the Marketing Strategy

1.2: Environmental Analysis

SWOT Analysis

Internal and External Factors

PESTEL

An Organization and Its Environment

1.3: The Marketing Mix

An Organization and Its Environment

The 4 Ps

1.4: Segmentation, Targeting, Positioning, and Differentiation

Segmentation, Targeting and Positioning

The Purpose of Market Segmentation and Targeting

Segmentation Criteria and Approaches

Choosing a Segmentation Approach and Target Segments

Defining Your Target Market

Targeting Strategies and the Marketing Mix

Defining Positioning and Differentiation

The Positioning Process

Implementing Positioning Strategy

Differentiation

1.5: Ethics and Social Responsibility

Why It Matters: Ethics and Social Responsibility

Issues in Marketing

Common Ethical Concerns in Marketing

Ethics in Data Collection and Advertising

Socially Responsible Marketing Strategies

CSR and Your Marketing Strategy

How Social Responsibility in Marketing Works

How Social Responsibility in Marketing Works

Unit 1 Study Resources

Unit 1 Review Video

Unit 1 Review Slides

Study Guide: Unit 1

Unit 1 Assessment

Unit 1 Assessment

Unit 2: Marketing Research

2.1: Marketing Research

The Importance of Marketing Information and Research

Types of Marketing Information

Marketing Research Defined and Research Typologies

2.2: The Marketing Research Process

The Marketing Research Process

Identifying Marketing Research Questions

2.3: Primary and Secondary Research

Secondary Marketing Research

Marketing Data Sources

An Introduction to Secondary Data

Internal Secondary Data

External Secondary Data

Customer Relationship Management Systems

Artificial Intelligence and Information

Primary Marketing Research Methods

Introduction to Common Types of Primary Data in Marketing Research

2.4: Research Design

Types of Research Design

Exploratory, Descriptive, and Casual Research Designs

2.5: Data Evaluation and Analysis

Analyzing Data

Evaluating Secondary Data and Research in Marketing, Part 1

Evaluating Secondary Data and Research in Marketing, Part 2

2.6: Using Research Results

Using Marketing Information

Developing Insights and An Action Plan

Putting It Together: Marketing Research and Information

Unit 2 Study Resources

Unit 2 Review Video

Unit 2 Review Slides

Study Guide: Unit 2

Unit 2 Assessment

Unit 2 Assessment

Unit 3: Consumer Behavior

3.1: Consumer Behavior

An Overview of Consumer Behavior

Why It Matters: Consumer Behavior

Consumer Behavior in the Marketing Process Framework

The Black Box of Consumer Behavior

3.2: The Buying Process