Examination of the impact of data collection and privacy issues, social advertising norms, corporate and governmental policies, and the overall effects on marketing practices around the world. A comparison of European, Asian, and United States consumer attitudes, law, and ethics.
Athena Title
Digi Mark Privacy and Ethics
Equivalent Courses
Not open to students with credit in MARK 4670E
Prerequisite
MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001E or MARK 3001H
Grading System
A - F (Traditional)
Student Learning Outcomes
At the end of this course, students will have gained a deep understanding of the business of digital advertising and the impact big data and AI has on consumers.
At the end of this course, students will know what data the largest platforms are collecting on individual consumers and what can be done about it (EU vs U.S.).
At the end of this course, students will know how to consider the ethics and unintended consequences of today’s practices and form a personal stance drawing the line between influence and manipulation.
At the end of this course, students will understand the basics of the law surrounding data: GDPR vs U.S. state laws and the case for U.S. national regulation.
At the end of this course, students will have gained an understanding of the current options for privacy-preserving advertising of the future and understand how to navigate a future dominated by big data and artificial intelligence.
Topical Outline
Evolution of Digital Marketing
Big Data and AI
The I in AI
Foundations of Advertising Delivery
The AdTech Ecosystem
Out of Control: Exploitation of Consumers
Harmful Effects of Profiling and Behavioral Advertising
The Surveillance Economy
The Platforms: Meta, Google, Amazon, TikTok, Apple
Data Ethics and AI
Avoiding Unintended Consequences
The Law: GDPR
The Law: U.S.
The Future: Privacy-Preserving Advertising
Future Proofing: How to Remain Relevant as a Human
