The University of Southampton

MANG6332 Digital Marketing

Module Overview

This module emphasizes the groundwork for e-marketing and the role of strategy, planning and consumer behaviour in this medium. It reviews the consumer behavioural models and implementation processes of addressing consumers through e-marketing. It covers the e-marketing principles, and examines the relationship marketing as the foundations for value delivery and ongoing commitment to the e–marketer. Finally, it looks at the [practical applications of a range of different technologies such as social media applications, m-marketing approaches, gamification strategies, and 3-dimensional online platforms.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • The evolutions of digital marketing and the distinctive styles of using technology for marketing purposes.
  • The marketing principles from the basic concepts of product offering to the complexity of building a community around the online marketing environment and social media.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Manage time and tasks effectively in the context of individual study and collaborative activities
  • Explain concepts clearly and apply these to marketing practice
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Evaluate how contemporary and different social, technological and economic influences have shaped the digital marketing.
  • Analyse the implications of a range of different digital technologies and their suggested use.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Evaluate the opportunities and challenges of offline and online marketing strategies
  • Analyse case studies in alternative retail channels


• Foundations of Digital Marketing: strategies, planning, and consumer behaviour • Creation, delivery, and exchange of value • Branding and promotions • Services and relationship Marketing • Applications of digital Marketing • Social Media • Alternative retail channels (M-Commerce, V-Commerce, 3D-Commerce, TV-Commerce)

Learning and Teaching

Teaching and learning methods

Teaching methods include Lectures, interactive case studies, directed reading, group presentation and individual coursework Learning activities include • Individual assignment • Group presentation • Private/guided study

Independent Study63
Total study time75

Resources & Reading list

Journal of Marketing. Journal

Blythe Jim (2014). Principles and Practice of Marketing. 

Schmidt, E. and Rosenberg, J. (2014). How Google Works. 

Marketing Letters. Journal

Capala, M., Baldwin, S. and Lee K. (2014). SEO Like I'm 5: The Ultimate Beginner's Guide to Search Engine Optimization. 

Journal of Interactive Marketing. Journal

Dann, Stephen and Dann Suzan (2011). E-Marketing: Theory and Application. 

Psychology and Marketing. Journal

Journal of Consumer Research. Journal

Journal of Retailing. Journal

International Journal of Electronic Commerce. Journal

Boaq, P., Magazine, S. and Pieters, V. (2014). Digital Adaptation. 

Journal of Strategic Marketing. Journal

European Journal of Marketing. Journal

Journal of Business Research. Journal



In-class activities


MethodPercentage contribution
Individual assignment  (3000 words) 100%


MethodPercentage contribution
Individual assignment  (3000 words) 100%


MethodPercentage contribution
Individual assignment  (3000 words) 100%
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