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The University of Southampton

MANG2070 Digital Marketing

Module Overview

Important revolutions in communication emerged from long-term visions of freedom of expression, sharing ideas and connecting civilizations and knowledge for the benefit of societies – large or niche ones. The digital age transformed the communication process, requiring new business strategies, efficient planning, and acute understanding of the latest dimensions in technological advancement. The module will introduce students to the planned integrated marketing strategies, a methodical, critical and planned perspective on how to use the new techniques effectively in the actual digital business environment.

Aims and Objectives

Module Aims

to give you an understanding of how the digital marketing strategy is created, with particular emphasis on the development of the digital marketing communication plan. Specifically, this module introduces you to analysis of real-world contexts and cases, creating possible synthesised plans to be implemented. You have the opportunity to improve your problem-solving and planning skills in an integrated communication manner. Attention is focused on independent thinking, creativity, presentation skills, team and organisational work, non-linear thinking. Students should value attitudes and behaviours which promote the advancement of effective learning.

Learning Outcomes

Knowledge and Understanding

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

  • the role of the Digital Marketing within the overall Integrated Marketing Strategy;
  • the challenges and opportunities for marketing strategy in Digital Age organisations and markets.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • analyse and apply digital marketing principles and techniques;
  • differentiate alternative marketing strategies based on theoretical concepts.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • critically analyse marketing concepts;
  • demonstrate effective oral and/or written communications.


- Introduction to Digital Marketing studies - The analysis of digital environmental factors - How to structure the Digital Marketing Strategy? - The specificity of the Digital Marketing Mix - The main Digital Marketing Communication Techniques - Content Marketing and Content Audit - Integrating identity and strategy into the overall Marketing strategy - Designing an Integrated Marketing Communication plan - How to measure and improve the effectiveness of the Digital Marketing Strategy?

Special Features


Learning and Teaching

Teaching and learning methods

Teaching methods include: • 12 x 2 hour lectures; 10 weekly case study based seminars • Sources of information; guest presentations; practical cases Teaching Hours includes lectures, seminars tutorials, project supervisions, demonstration sessions, practical classes and workshops, external guests, work based learning. Academic Integrity and Professional Conduct: Academic integrity means conducting all aspects of your academic life in a professional manner. Please read the guidance provided by the University:

Completion of assessment task30
Preparation for scheduled sessions24
Wider reading or practice20
Follow-up work22
Total study time150

Resources & Reading list

Dave C, Ellis-Chadwick, F. (2016, 2012). Digital marketing: strategy, implementation and practice. 

Kovarik, Bill (2016). Revolutions in Communication. Media History from Gutenberg to the Digital Age. 

Tuten, T.L & Solomon, M.R. (2015). Social media marketing. 



Lectures and Seminars


MethodPercentage contribution
Group presentation  (20 minutes) 30%
Individual Strategic Marketing Plan  (2000 words) 70%


MethodPercentage contribution
Individual Strategic Marketing Plan  (2000 words) 100%


MethodPercentage contribution
Individual Strategic Marketing Plan  (2000 words) 100%

Repeat Information

Repeat type: Internal & External


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:


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