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Southampton Business SchoolWho we are

Digital and Data Driven Marketing

Our Marketing programmes are ranked 3rd out of 81 marketing departments across the UK (Complete University Guide 2020)

From social media to loyalty schemes; the digital marketing revolution has brought new challenges for academic and practitioners. Southampton Business School researchers focus on the challenges of the digital economy to understand how technologies and innovative developments enhance customer experience, boost firm performance and contribute to social-economic well-being.

Marketing at Southampton Business School specialises in the development of an innovative research-led curriculum, which is recognised in the UK to be at the forefront of the field. For example, it is the first UK institution to offer MSc Marketing Analytics.

Within the Digital and Data Driven Marketing, we capture this expertise along with the broader expertise with the University of Southampton in relation to the digital economy, to build a group of academics with an unparalleled focus on digital and data-driven marketing.

Our aims and objectives are:



Learn about our academics' active role in research in the marketing discipline.

Postgraduate programmes


Find out about our leading-edge programmes and modules in digital marketing at postgraduate and undergraduate level.



Find out about our close links with businesses and organisations, which keep us up to date with technological developments.

Staff list


View our staff list.


Below are key publications from the department. 

List of Publications

DIDM Representative Refereed Journal Publications (listed in ABS 4, Financial Times top-45, UT Dallas top-24, Business Week's top-20)

Frösén, J., Luoma, J., Jaakkola, M., Tikkanen, H., & Aspara, J. 2016 What Counts Versus What Can Be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement. Journal of Marketing, 80(3), 60-78.

Ko, W., & Liu, G. forthcoming Understanding the process of knowledge spillovers: learning to become social enterprises. Strategic Entrepreneurship Journal.

So, M., Thomas, L., & Huang, B. 2015. Lending decisions with limits on capital available: the polygamous marriage problem. European Journal of Operational Research, forthcoming.

Anderson, E., & Yang, S. 2015. The timing of capacity investment with lead times: When do firms act in unison? Production and Operations Management, 24(1), 21-41.

Liu, G., Eng, T.Y. & Takeda, S. 2015. An investigation of marketing capabilities and social enterprise performance in the UK and Japan. Entrepreneurship Theory and Practice, 39(2), 267-298.

Yang, S., & Anderson, E. 2014. Competition through capacity investment under asymmetric existing capacities and costs. European Journal of Operational Research, 237(1), 217-230.

Feld, Sebastian, Heiko Frenzen, Manfred Krafft, Kay Peters, and Peter C. Verhoef (2013): Effects of Direct Mail Characteristics on Direct Mail Campaign Performance. International Journal of Research Marketing (IJRM), Vol. 30 (2), 143-159.

Liu, G., Eng, T.Y. & Ko, W. 2013. Strategic direction of corporate community involvement. Journal of Business Ethics, 115(3), 469-487.

Nisar, T. M. (2011) Intellectual property securitization and growth capital in retail franchising. Journal of Retailing, 87, (3), 393-405.

Kuo, C., & Yang, S. 2013. The role of store brand positioning for appropriating supply chain profit under shelf space allocation. European Journal of Operational Research, 231(1), 88-97.

Atalay, S.A., Bodur, H.O., and D. Rasolofoarison (2012) Shining in the Center: Central Glaze Cascade Effect on Product Choice. Journal of Consumer Research, 39 (4), 848-866.

Liu, G., & Ko, W. 2011. An analysis of cause-related marketing implementation strategies through social alliance: partnership conditions and strategic objectives. Journal of Business Ethics, 100(2), 253-281.

Liu, G., & Ko, W. 2011. Social alliance and employee voluntary activities: a resource-based perspective. Journal of Business Ethics, 104(2), 251-268.

So, M., Thomas, L. 2011. Modelling the profitability of credit cards by Markov decision processes. European Journal of Operational Research, 212(1), 123-130.

Frenzen, Heiko, Ann-Kristin Hansen, Manfred Krafft, Murali K. Mantrala, and Simone Schmidt (2010): Delegation of Pricing Authority to the Sales Force: An Agency-Theoretic Perspective of Its Determinants and Impact on Performance. International Journal of Research in Marketing (IJRM), Vol. 27 (1), 58-68.

Liu, G., Liston-Heyes, C., & Ko, W. 2010 Employee participation in cause-related marketing strategies: a study of management perceptions from British consumer service industries. Journal of Business Ethics, 92(2), 195-210.

Eng, T.Y., & Spickett-Jones, J.G. 2009. An investigation of marketing capabilities and upgrading performance of manufacturers in mainland China and Hong Kong. Journal of World Business, 44(4), October, 463-475.

Wang, K., Wang, S., & Yang, S. 2007. A resource portfolio model for equipment investment and allocation of semiconductor testing industry. European Journal of Operational Research, 179(2), 390-403.

Head of Digital and Data Driven Marketing

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