The University of Southampton

MANG6242 Digital Marketing Communications

Module Overview

Marketing communications have been profoundly affected by the rise of digital media. Recognising the opportunities that new technology and access to customer data present for new marketing models, this module will particularly focus on the impact of digital communications on consumers, retail brands and agencies. It will also help you critically analyse the role that regulation plays in the protection of consumer privacy. You will become familiar with current case studies and working in groups to compare how well brands are utilising digital marketing communication. Those practical examples from industry will illustrate best practice in the creative sectors and beyond.

Aims and Objectives

Module Aims

To introduce you to the key concepts of online marketing communications. To appreciate how the use of such tools can be optimised in the business environment within which marketers now operate.

Learning Outcomes

Knowledge and Understanding

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

  • Understand the major issues facing marketers in the rapidly growing area of online marketing communications, with particular emphasis on:
  • The scale and scope of the marketing communication opportunities presented by recent developments in digital media
  • The organisational implications of evolving business models and the associated new marketing applications.
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 informal presentations
  • Work effectively as part of a team
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Analyse complex business situations
  • Create and evaluate alternative strategies
  • Decide on a specific course of action based on a rational consideration of the choices available.
  • Apply ideas and knowledge to a range of e-marketing contexts
  • Discuss how the Internet can be used to improve customer support and communications, offer new channels to market, personalise products and generate new business
  • Evaluate case studies on contemporary e-marketing topics
  • Evaluate the degree of customer receptivity to online marketing and recommend the combination of online/offline communications that is best suited to each customer segment
  • Discuss the implications of replacing the traditional broadcast promotional message with customer conversations and engagement


Topic • Trends in the online marketing environment, business models • Online Consumer behaviour and segmentation • Search engine optimisation • E-retail, affiliates, comparison and voucher sites • Email marketing • Advertising through paid search, viral and video • Blogging, microblogging, social networking • PR and reputation management • Multi-channel marketing • Understanding network and viral effects • Measuring communication effectiveness..

Learning and Teaching

Teaching and learning methods

Teaching methods include The basic principle of the teaching and learning strategy for this module is to encourage you to actively engage in the subject matter through guided self-discovery of the material. For example, lectures will be used to set the agenda and further develop the material as per the pre-specified reading list through discussions and sharing of knowledge within the student group. Learning activities include • Use of video and on line materials • Case study / problem solving activities • In class debate and discussion • Private study

Independent Study176
Total study time200



In-class activities


MethodPercentage contribution
Group presentation  (15 minutes) 40%
Group report  (1500 words) 20%
Individual assignment  (500 words) 40%


MethodPercentage contribution
Individual assignment  (2000 words) 100%


MethodPercentage contribution
Individual assignment  (2000 words) 100%
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