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The University of Southampton

MANG6472 Design Thinking in Marketing

Module Overview

This module aims to provide you with a critical view of the role of design in contemporary business and marketing. It will draw on existing academic theories to help you identify the contributions design can make in delivering products, services and experiences through proliferating digital and offline channels.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • how to discuss the scale and scope of design in marketing and business practice.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • analyse the business implications of adopting ‘design thinking’;
  • evaluate the impact of users on design-related decisions.
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/or collaborative activities;
  • present a business case using appropriate textual and visual tools.
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • critically evaluate the applicability of design principles in a multichannel context;
  • apply concepts of experience design and service design in a digital scenarios.


The topics covered in the module will include elements such as: • Design Thinking – aligning design and brand strategy • User Experience Design (UX) – transforming customer value through design • Service design • Co-design and personalisation • Multichannel experience design – interface, mobile & digital • The design vs. The creative process

Learning and Teaching

Teaching and learning methods

Teaching methods include: Lectures, seminars and online discussions Learning activities include: • An individual assignment • Case study/problem solving activities • Private study

Independent Study63
Total study time75

Resources & Reading list

Martin, R. (2009). The Design of Business: Why Design Thinking is the Next Competitive Advantage. 

Lockwood T. (2009). Design Thinking: Integrating Innovation, Customer Experience & Brand Strategy. 

Heskett, J. (2002). Design – A Very Short Introduction. 

Brown, T. (2009). Change By Design: How Design Thinking Transforms Organizations and Inspires Innovation. 



Workshop activities


MethodPercentage contribution
Business case  (2000 words) 100%


MethodPercentage contribution
Business case  (2000 words) 100%


MethodPercentage contribution
Business case  (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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