E-learning, e-training and Lifelong Learning are major priorities for the European Union as we are undergoing a deep change in educational, business, societal, technological and financial aspects in our everyday lives. The rise of Web 2.0 has changed the way we learn, create and share knowledge as well as the way we socialize and conduct everyday business and activities online. TG members need to cope with the fast changing competences required for basic (digital) literacy. Web 2.0 is definitely a facilitator in changing the way we participate, create and share knowledge and even in the way we develop and acquire new competences. The proposed project will have as concrete aim the creation of an innovative social media collaborative learning model where the use of enabling e-learning 2.0 and social media tools will enable marketing professionals to interact, while the system extracts knowledge from this interaction which, will later, be structured as training content. Output: - Multilingual training content - usage scenarios - Methodology for innovative content creation - Online learning community - peer interaction - Generation of training content based on user interactions Impact: Approximately 80 TG members will participate in the pilot session. Around 100 stakeholder organisations will be reached. Overall, approximately 1000 (and more with the use of Social media) TG members will be reached during the project's duration.