Module 2 provides an overview of technological components within the online landscape, including: channels of distribution, classifications of technologies, and an overview of the listening arts. Using the fundamental foundations of marketing as a base to frame the discussion, this section covers:
- An oldie but a goldie – the marketing funnel and marketing mix as a basis to introduce the reincarnation of or the new marketing funnel (expanded and then simplified for the realities of effective business implementation)
- An expanded discussion of the social media P’s as it relates to the landscape of social media (an expansion from the first module).
- Initial discussion of the critical metrics and attributes relating to measurement of social media and internet marketing.