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The University of Southampton

MANG6342 Digital and Data-Driven Marketing

Module Overview

The focus of this module is on the nature of marketing in the context of today's rapidly changing business environment, which primarily means digital and data-driven marketing. The module will provide you with a broad overview of marketing theory and practice. Its emphasis is on where and how the organisation competes and, in doing this, highlights the strategic significance of marketing in the digital and data-driven age.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • The necessity of focusing on customer satisfaction as a key ingredient of organisational success;
  • The role digital marketing plays within the organisational context;
  • The role of technology in providing data-driven insight into customer behaviours and activities;
  • Ethical marketing practices and appreciation of the concepts of social responsibility and sustainability.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Deploy digital and data-driven methods for the successful marketing of products and services;
  • Ability to analyse and evaluate marketing concepts critically;
  • Evaluate and apply marketing principles to business situations.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Write effectively for business purposes;
  • Manage individual tasks, personal resources and time effectively;
  • Think critically and argue effectively;
  • Work effectively as part of a task-orientated and diverse group or team.


- The nature and purpose of marketing - Value based marketing : Value driven strategic marketing; the value proposition - Shaping the value proposition: Maximising business intelligence; data driven marketing; building customer insight; - Delivering Value: Marketing channels; integrated marketing communications; digital multi channel communications; - Measuring Marketing Effectiveness; Marketing analytics

Learning and Teaching

Teaching and learning methods

Teaching methods include - Lectures - Recommended readings - Comparative case studies Learning activities include - Use of video and on line materials - Case study / problem solving activities - In class debate and discussion - Private study

Independent Study70
Total study time100

Resources & Reading list

Blythe, J. (2006). Principles and Practice of Marketing. 

Fifield, P. (2008). Marketing Strategy Masterclass. 

Kotler, P. et al (2016). Marketing Management. 

Brennan, R., Baines, P., Garneau, P. (2003).  Contemporary Strategic Marketing. 

Stokes, D. and Lomax, W. (2008). Marketing: A Brief Introduction. 

Dowling, G. (2005). The Art and Science of Marketing. 



In-class formative opportunities


MethodPercentage contribution
Group report  (2000 words) 30%
Report  (2000 words) 70%


MethodPercentage contribution
Report  (2000 words) 100%


MethodPercentage contribution
Report  (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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