The University of Southampton

MANG3054 Marketing in the Digital Age

Module Overview

The focus of this module is on the effectiveness of marketing in the context of today’s rapidly changing digital business environment. Marketing in the Digital Age offers an evolutionary, ‘digital’ perspective, beginning with its origins in customer relationship management, followed the continuing impact of web technologies, to the application of state-of-the-art digital technologies (e.g. fMRI scans) to analyse active, real-time, consumer decision making. In doing this, it considers the implications for more traditional marketing concepts such as brand, the 4Ps and behaviour, as the Marketing landscape evolves ‘From Brand to Brain’. An integral and complementary theme is the consideration of the impact of a sequence of Digital Age marketing gurus, who collectively generated the genes of a new, digital, marketing genome

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • The importance of digital technologies in establishing, evaluating and improving customer satisfaction.
  • The challenges and opportunities for traditional Marketing in Digital Age organisations and markets.
  • The role of technology in providing insight into customer relationships, behaviour and decision-making.
  • Ethical questions raised by these technologies, the concepts of social responsibility and sustainability.
  • The criticality of the value proposition and the role of marketing in its communication and delivery.
  • The cumulative contribution of Digital Age marketing gurus to current practice.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Critically analyse and evaluate marketing concepts.
  • Demonstrate effective oral and or written communications.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Formulate campaigns and strategies based on Digital Age perspectives.
  • Evaluate conventional, digital and alternative marketing strategies.
  • Understand courses of action based on a ‘rational’ and ‘irrational’ consumer behaviour profiles.
  • Evaluate and apply Digital Age marketing principles and techniques.


The module will examine the following topics: • Introduction: the crisis in traditional marketing. • Primacy of the Value Proposition • Evolution of the Digital Age marketing environment: Overview • Traditional and Digital Age Marketing perspectives • Customer Relationship Management – data-driven marketing – ‘Into the Data’ • Impact of Web technologies and applications – web 2.0 and beyond – ‘Into the Web’ • Competitive Differentiation, Targeting, Segmentation, Cases • Consumer Behaviour and Customer Insight in the Digital Age • Impact of advances in understanding the brain and neuroscience – ‘From Brand to Brain’ • Impact and application of Digital Age marketing gurus • Challenges in Digital Age Marketing: Science. Ethics, and CSR.

Learning and Teaching

Teaching and learning methods

24 lectures; 10 weekly case study based seminars.

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

Resources & Reading list

Lindstrom, M. (2008). Buyology. 

Ryan, D. and Jones, C. (2009). Understanding Digital Marketing. 

Chaffey, D. and Smith, P.R (2008). eMarketing excellence. 



MethodPercentage contribution
Examination  (2 hours) 100%


MethodPercentage contribution
Examination  (2 hours) 100%


MethodPercentage contribution
Examination  (2 hours) 100%
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