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The University of Southampton

MANG6332 Digital Marketing

Module Overview

This module emphasizes the groundwork for e-marketing and the role of strategy, planning and consumer behaviour in this medium. It reviews the consumer behavioural models and implementation processes of addressing consumers through e-marketing. It covers the e-marketing principles, and examines the relationship marketing as the foundations for value delivery and ongoing commitment to the e–marketer. Finally, it looks at the practical applications of a range of different technologies such as social media applications, m-marketing approaches, gamification strategies, and 3-dimensional online platforms.

Aims and Objectives

Module Aims

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.

Learning Outcomes

Knowledge and Understanding

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

  • the evolutions of digital marketing and the distinctive styles of using technology for marketing purposes;
  • the marketing principles from the basic concepts of product offering to the complexity of building a community around the online marketing environment and social media.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • evaluate the opportunities and challenges of offline and online marketing strategies;
  • analyse case studies in alternative retail channels.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • manage time and tasks effectively in the context of individual study and collaborative activities;
  • explain concepts clearly and apply these to marketing practice.
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • evaluate how contemporary and different social, technological and economic influences have shaped the digital marketing;
  • analyse the implications of a range of different digital technologies and their suggested use.


• Foundations of Digital Marketing: strategies, planning, and consumer behaviour • Creation, delivery, and exchange of value • Branding and promotions • Services and relationship Marketing • Applications of digital Marketing • Social Media • Alternative retail channels (M-Commerce, V-Commerce, 3D-Commerce, TV-Commerce)

Learning and Teaching

Teaching and learning methods

Teaching methods include: Lectures, interactive case studies, directed reading, group presentation and individual coursework. Learning activities include: • Individual assignment • Group presentation • Private/guided study

Independent Study63
Total study time75

Resources & Reading list

Marketing Letters. Journal

Schmidt, E. and Rosenberg, J. (2014). How Google Works. 

Psychology and Marketing. Journal

Blythe Jim (2014). Principles and Practice of Marketing. 

Dann, Stephen and Dann Suzan (2011). E-Marketing: Theory and Application. 

Journal of Interactive Marketing. Journal

Capala, M., Baldwin, S. and Lee K. (2014). SEO Like I'm 5: The Ultimate Beginner's Guide to Search Engine Optimization. 

International Journal of Electronic Commerce. Journal

Journal of Consumer Research. Journal

European Journal of Marketing. Journal

Journal of Business Research. Journal

Journal of Strategic Marketing. Journal

Journal of Marketing. Journal

Boaq, P., Magazine, S. and Pieters, V. (2014). Digital Adaptation. 

Journal of Retailing. Journal



In-class activities


MethodPercentage contribution
Coursework  (3000 words) 100%


MethodPercentage contribution
Coursework  (3000 words) 100%


MethodPercentage contribution
Coursework  (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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