本单元向学生介绍了新兴的互动技术，尤其是社交媒体工具，并讨论了企业如何利用这些技术来更有效地服务市场。本单元研究与营销相关的职能如何被这些技术的潜力所改变，以及这些新技术如何成为组织的战略营销工作的关键组成部分。本单元的出发点是，精明的消费者越来越多地参与到品牌中，而不仅仅是接受他们的信息，并探讨营销人员如何激起对话，共同创造经验和故事，并与消费者建立有吸引力的关系。
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