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The University of Southampton

ARTD3064 Digital Marketing

Module Overview

‘Digital Marketing’ provides you with an in-depth knowledge and understanding of digital marketing techniques and a practical understanding and critical insight into data driven marketing. The module will teach you to develop a successful digital creative strategy for fashion and plan a digital marketing campaign. Accredited by the Institute of Digital Marketing, the curriculum covered in this module has been mapped against the requirements of the IDM to support you to sit the optional Professional Certificate in Digital Marketing exam (written by the Institute of Digital Marketing (IDM)) at the end of your final year of study. The IDM qualification is highly sought after by employers, and has been mapped alongside our own degree to ensure we equip you with the best opportunities for a successful marketing career with the most up to date digital marketing competencies dramatically boosting career prospects. Due to the Institute of Direct and Digital Marketing (IDM) accreditation (, you must successfully complete and pass this module to be eligible to sit the IDM exam. If you opt to take this exam, it will take place at the end of your third and final year (approx. timings May- June). You must register to take the exam via the IDM website. Registration is open until the end of April of your final year. You will receive confirmation if you have passed the module by February of your final academic year, to allow time to register with IDM. Payment to take the exam is made at the time of registration – see cost implciations below. In order to gain the Professional Certificate in Digital Marketing, you must gain at least 60% in the IDM set examination. Note: the examination questions will not necessarily be related to fashion contexts or brands.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • major issues in use, management of data and how digital marketing can impact fashion business;
  • the integration of offline channels with digital media;
  • how to search content, email, social media marketing and display advertising solutions to engage and influence consumer conversations and interactions;
  • mobile and affiliate marketing, understanding consumer behaviour and the role of influencers for fashion brands.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • analyse and evaluate a variety of fashion businesses operating in the digital environment;
  • apply creative thinking to a range of digital fashion marketing contexts.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • demonstrate effective self-management and time planning to your project work.
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • develop and produce digital creative content in response to your project requirements.


Indicative content includes: • digital marketing to fashion organisations and markets; • the similarities and differences between traditional and digital communications and how to build customer relationships online; • how to integrate offline channels with digital fashion media; • Data Management- use, planning and integration of marketing strategies; • creative and media Planning; • Search Marketing; • Social Media; • Content Marketing; • Mobile Marketing; • Affiliate Marketing; • Digital Consumers; • Legal Codes governing digital practice.

Learning and Teaching

Teaching and learning methods

Teaching methods include: • presentations; • seminars; • tutorials; • online discussion forums. Learning activities include: • presentations; • seminars; • group online discussion; • Study Skills Hub; • Online Subscription resources; • peer group learning; • desktop research.

Preparation for scheduled sessions24
Completion of assessment task100
Wider reading or practice96
Follow-up work100
Supervised time in studio/workshop24
Practical classes and workshops24
Total study time450

Resources & Reading list

McStay A (2010). Digital Advertising. 

The IDM.

Molenaar C (2012). E-Marketing. 

Adobe (Tutorials).

Journal of Fashion Marketing and Management. ,Emerald .


Study Skills.

Wheeler, A (2009). Designing Brand Identity. 

Blackboard (E:learning).

Academic Skills ( including AI).

Chaffey D & Smith PR (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. 

Rettberg J (2008). Blogging (Digital Media and Society). 

Lynda (Software Tutorials).



Digital Illustrated Essay


MethodPercentage contribution
Digital Illustrated Essay  (5000 words) 100%


MethodPercentage contribution
Digital Illustrated Essay  (5000 words) 100%


MethodPercentage contribution
Digital Illustrated Essay  ( words) 100%


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:

Art Equipment and Materials: Drawing paper; painting materials; sketchbooks

REQUIRED Sketchbooks/Notebooks Implements for drawing / writing Credit for printing and photocopying USB Memory stick OPTIONAL Hard Drive Laptop Camera

Professional exams

*£100 + VAT to take the IDM exam *Exam is optional but must be taken and passed at grade of minimum 60% to achieve the IDM Professional Certificate


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional 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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