[MUSIC] Hi there. Welcome to Marketing In A Digital World. Thank you for participating in this course. Let me begin by providing an overview of the course, talk about where we are going and what you will learn. First of all, let's discuss what this course will not cover. This is not an e-commerce class. We don't examine social media analytics, search engine optimization, or other digital marketing tactics. The other courses in our digital marketing specialization cover these topics in considerable detail. This course will be more strategic in nature, broader in scope, and focus on how digital tools like the internet, smartphones, and 3D printers are changing the marketing landscape. In essence, these tools are altering the roles and practices of both firms and consumers. We will examine these tools, introduce some new concepts and tell some stories about how both firms and consumers are adapting to this changing landscape. This course will consist of four modules. Each module will explore one key foundation of marketing and examine how this foundation is being altered by these digital tools. In our first module, we'll take a look at how digital tools are enabling customers to co-create the products and brands that they consume. This is our product module. In our second module, we'll take a look at how these tools are changing the way that products are being promoted and the role that users play in generating content for these promotional activities. Hence, this is our promotion module. In our third module, we'll take a look at the digitization of product distribution and the changing nature of the retail landscape. We call this our placement module. And fourth and finally, we'll take a look at how new digital tools and techniques are enabling customers to take more control or the price they pay for the products that they buy. This is our price module. We'll examine each of these four modules using a variety of learning modalities including interviews, video lectures, case studies, and hands-on exercises. By engaging in these various learning activities, you should increase your appreciation for how the foundations of marketing are being reshaped to fit our new digital world. More specifically, there are four key lessons that I hope you take away from this course. First, marketing is a process of value exchange that is facilitated by the 4 Ps, Product, Promotion, Placement, and Price. Second, the tools employed in enacting these 4 Ps are increasingly becoming digital and also becoming democratized. Third, this digitization and democratization is altering the roles of both firms and customers. Fourth, as a result, both firms and customers need to adopt new practices and change what they have done in the past. Finally, this course will provide a firm foundation for the rest of the courses in the specialization. Are you ready? Great. Let's get started.