Skip to main navigationSkip to main content
The University of Southampton

MANG6397 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

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

International Journal of Electronic Commerce. 

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

Journal of Business Research. 

Psychology and Marketing. 

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

Marketing Letters. 

Journal of Strategic Marketing. 

Journal of Interactive Marketing. 

European Journal of Marketing. 

Journal of Marketing. 

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

Journal of Retailing. 

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

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

Journal of Consumer Research. 



In-class activities


MethodPercentage contribution
Coursework 100%


MethodPercentage contribution
Coursework 100%


MethodPercentage contribution
Coursework 100%


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

Share this module Share this on Facebook Share this on Twitter Share this on Weibo
Privacy Settings