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The University of Southampton

MANG6185 Marketing in the Digital Age

Module Overview

This module is a general introduction to ‘Marketing’ as a management function and activity for students not studying marketing as their main discipline. It looks at the role of marketing in enabling organisations to meet their strategic and operational goals by considering key questions around customers, value delivery, marketing effectiveness and the impact of technology on today’s marketing practices. The focus of Marketing in the Digital Age is on the evolution of marketing in the context of today’s rapidly changing digital business environment. It examines how digital technologies, from early customer relationship management (CRM) systems to today’s plethora of Web applications, have combined with advanced practitioner thinking to challenge and change the face of contemporary marketing theory and practice. The course goes on to consider how the cutting-edge technologies of digitally-enabled neuroscience are now provoking an even more fundamental evolution ‘from Brand to Brain’. The course specifically draws upon real cases and examples and is designed to give students a practical appreciation of cutting-edge digital-age competitive practice.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • the transformational impact of digital technology on marketing in the Digital Age;
  • evolution of customer focus ‘from brand to brain’, and the emergence of the Neural Age;
  • the continuing importance of customer engagement and the compelling value proposition;
  • the rapidly evolving relationship between marketing and innovation processes;
  • the impact and potential of new technologies to measure and predict customer decisions;
  • awareness of ethics and social responsibility arising from digital and neuro-technologies;
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • evaluate and apply digital and neuromarketing principles and techniques;
  • critically analyse and evaluate marketing concepts and approaches;
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • demonstrate effective written communication.


The nature and purpose of marketing: • A brief history • Marketing as a strategic activity • Some core principles: Segmentation, differentiation, targeting and positioning Putting the customer first: • Understanding customer behaviour and motivations • Customer value choices • Customer Insight • Managing the customer experience journey Value driven strategic marketing decisions: • ‘Value’ as a key construct • The ‘value’ of customers - Customer Lifetime Value, customer equity • Delivering Value – The value proposition • Measuring marketing effectiveness – The value of Marketing, return on marketing investment, customer metrics vs financial metrics, web analytics • Business Intelligence & Data Driven Marketing The role of technology in marketing: • The ‘data’ revolution – the data base, mining for data, data asset management • The ‘communication’ revolution; realising the full ‘benefits’ of digital communications - digital tools and techniques – online and offline • The Science of Branding: Impact of Web technologies and applications – web 2.0 and beyond – ‘Into the Web’ ; Impact of advances in understanding the brain and neuroscience – ‘From Brand to Brain’ • Impact and application of Digital Age marketing gurus

Learning and Teaching

Teaching and learning methods

The session-based format and the assessment by assignment encourage in-depth exploration of the subject. The aim is to inspire students to independent thinking and practical engagement in the subject, drawing on suite of real cases and examples to prepare students explicitly and distinctively for the real world, and to enhance employability. The course also introduces students to new brain-efficient learning strategies based on the latest neuroscience.

Independent Study63
Total study time75

Resources & Reading list

C&PCravens & Piercy (2006). Strategic Marketing. 

C&H Capon with MacHulbert (2009). Managing Marketing in the 21st Century. 

Paul, P, Olson, K (1999). Consumer behaviour and marketing strategy. 

Pride, W. and Ferrell, O (1989). Marketing : concepts and strategies. 

Chaffey, D. and Smith, P.R (2008). eMarketing excellence. 

Jeffrey, M. Data Driven Marketing. 

Ng, Irene. Creating New Markets in the Digital Economy. 

Solomon, M. (2007). Consumer behaviour : buying, having, and being. 

Chaffey, D and Ellis-Chadwick F. Digital Marketing -Strategy, Implementation and Practice. 

Ryan, D. and Jones, C (2009). Understanding Digital Marketing. 

Jelassi, T. Strategies for e-business. 

Porter, Michael (1998). Competitive Advantage, Creating and Sustaining Superior Performance. 

Lindstrom, M (2008). Buyology. 

Blackboard. Other materials and case studies posted to Blackboard.



Class discussions


MethodPercentage contribution
Essay  (3000 words) 100%


MethodPercentage contribution
Essay  (3000 words) 100%


MethodPercentage contribution
Essay  (3000 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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