The University of Southampton

MANG3052 Digital Marketing: Engaging with the Customer

Module Overview

Students will acquire specialist employable knowledge in a rapidly developing subject area where employers are reporting significant skills shortages.

Aims and Objectives

Module Aims

This module aims to develop an understanding of the major issues facing marketers in the rapidly growing area of online marketing, with particular emphasis on the managerial implications of evolving business models and the associated new marketing applications.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The scale and scope of the strategic marketing opportunities presented by Internet developments.
  • The implications of encouraging customer collaboration and product endorsement at the expense of control of the marketing message.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Critically evaluate how the Internet can be used to improve customer support and communications, offer new channels to market, personalise products and generate new business.
  • Apply ideas and knowledge to a range of e-marketing contexts.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Critically analyse and evaluate business problems.
  • Demonstrate effective oral communications by delivering a formal business presentation.


Trends in the online marketing environment; Online consumer behaviour and segmentation; Search engine optimisation; Affiliate marketing; Email marketing; Advertising blogging, podcasting and videocasting; Mobile marketing; Social marketing (online communities and virtual worlds); Viral marketing; Integrating marketing communications across multiple channels; Measuring promotional effectiveness.

Learning and Teaching

Teaching and learning methods

24 hours of lectures and 10 hours of classes

Preparation for scheduled sessions24
Follow-up work24
Wider reading or practice24
Completion of assessment task44
Total study time150

Resources & Reading list

Ryan, Damian (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. 



In-class activities


MethodPercentage contribution
Group presentation  (20 minutes) 20%
Individual Strategic Marketing Plan  (2500 words) 80%


MethodPercentage contribution
Individual Strategic Marketing Plan  (2500 words) 100%


MethodPercentage contribution
Individual Strategic Marketing Plan  (2500 words) 100%

Repeat Information

Repeat type: Internal & External

Linked modules

Not available if MANG1023 Strategic Marketing Decisions or MANG2039 Strategic Marketing Decisions is taken.


To study this module, you will need to have studied the following module(s):

MANG2070Digital Marketing
MANG3054Marketing in the Digital Age
MANG2039Strategic Marketing Decisions


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/ recommended text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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