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The University of Southampton

MANG3052 Digital Marketing: Engaging with the Customer

Module Overview

This module aims to develop an understanding of the major issues facing marketers in the rapidly growing area of online marketing, with particular emphasis on the managerial implications of evolving business models and the associated new marketing applications. Students will acquire specialist employable knowledge in a rapidly developing subject area where employers are reporting significant skills shortages.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • the scale and scope of the strategic marketing opportunities presented by Internet developments;
  • the implications of encouraging customer collaboration and product endorsement at the expense of control of the marketing message.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • critically evaluate how the Internet can be used to improve customer support and communications, offer new channels to market, personalise products and generate new business;
  • apply ideas and knowledge to a range of e-marketing contexts.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • critically analyse and evaluate business problems.


Integrating marketing communications across multiple channels; Online consumer behaviour and segmentation; Search engine optimisation; Affiliate marketing; Email marketing; Advertising and videocasting; Measuring communication effectiveness online.

Learning and Teaching

Teaching and learning methods

24 hours of lectures and 10 hours of seminars.

Wider reading or practice24
Completion of assessment task44
Follow-up work24
Preparation for scheduled sessions24
Total study time150

Resources & Reading list

Ryan, Damian (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. 

Dave, C., Ellis-Chadwick, F.. Digital marketing: strategy, implementation and practice. 



Lectures and Seminars


MethodPercentage contribution
Portfolio  (3000 words) 100%


MethodPercentage contribution
Portfolio  (3000 words) 100%


MethodPercentage contribution
Portfolio  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Linked modules



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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